The Olympics come to a close on Sunday, but several major competitions this weekend have ramifications in the medal tally—and for brands.

The men’s basketball final Sunday is the most high-profile of the remaining contests. The U.S. will look to secure its fifth straight gold medal after escaping a scare from Serbia in the semifinals. A subplot in its championship game against France is that LeBron James (above), Kevin Durant, and Steph Curry—three of basketball’s brightest stars this century—face Victor Wembanyama, 20, a top candidate to be the sport’s next torch-bearer. 

The U.S. women’s basketball team plays its semifinal game on Friday, but barring an upset from Australia, it should be competing for its eighth consecutive gold on Saturday.

The U.S. women’s soccer team faces Brazil for gold on Saturday morning as it looks to reclaim its dominance after falling short in the last two Olympics. On the men’s side, Spain looks to beat the French team to win gold less than a month after it won the UEFA Euro 2024.

Other major events during the final Olympic weekend include women’s golf, men’s and women’s volleyball, and the men’s and women’s marathon.

Nike’s Winning Formula

The Swoosh has had a rough year, dealing with job cuts and a stock decline of more than 30%. 

Nike is banking on its Olympic athletes to reinvigorate brand value, and it launched the “Winning Isn’t for Everyone” campaign before the Olympics to highlight its biggest stars. The Games didn’t start flawlessly for the brand, with names like Sha’Carri Richardson and Carlos Alcaraz falling just short of winning gold.

But Nike could be in store for a massive weekend. It’s already secured the men’s basketball crown—with either James and Durant or Wembanyama taking home the gold. A win for the U.S. women’s basketball team will highlight A’ja Wilson, who has been its best player so far, and is set to launch her signature shoe in 2025. 

Other Nike athletes who could be in line for gold include U.S. women’s soccer’s Sophia Smith, World No. 1 golfer Nelly Korda, who is chasing a second consecutive gold medal, and Eliud Kipchoge, who, at 39, is looking to be the first marathoner to win three consecutive gold medals.

NBCU Wins, Too

Viewership for the Paris Olympics has been stellar for NBCUniversal, even with the caveat of its new format for measuring viewership, which combines the prime-time viewership in France and the U.S.

The first weekend of the Olympics had an average of 34.5 million viewers during prime time, which NBC said is up 79% from the Tokyo Games. And with the number of U.S. teams and athletes still in competition this weekend—and the closing ceremony on Sunday—NBCU should expect another strong weekend of viewership.

In 2014, NBCU renewed its rights deal for both the Summer and Winter Games through 2032 for $7.65 billion.

Team USA has been cashing in at the first Olympics with a new financial incentive for track and field athletes—and they may not be done yet.

In Paris, governing body World Athletics is handing out a total of $2.4 million to winners of the 48 track and field events. That’s $50,000 per gold medal. As events concluded Thursday, U.S. Olympians had won nine gold medals in athletics—including various sprints, distance runs, and a hurdle, as well as a long jump, discus throw, and shot put. At the Tokyo Olympics, the U.S. won seven gold medals in athletics.

On Friday and Saturday, Team USA is favored to win gold medals in even more track and field events like the men’s 4×400-meter relay and the women’s 4×100-meter relay. Gold-medal-winning relay teams split the $50,000 that World Athletics awards them.

Plenty to Go Around

The U.S. stars with the greatest earning potential off the track have been Gabby Thomas (above), who won her first Olympic gold medal in the women’s 200-meter sprint, and Noah Lyles, who won the men’s 100-meter sprint and then bronze in the men’s 200 meters despite testing positive for COVID-19.

Overall, Team USA has won 27 medals in track and field events, already more than the 26 from Tokyo. Separately from the World Athletics monetary bonuses, the U.S. pays all of its Olympians ​​$37,500 for gold medals, $22,500 for silver, and $15,000 for bronze.