Athletes are not paid to compete in the summer or winter Olympic Games, but they do get monetary compensation from their country's Olympic organization if they win a medal. The amount that athletes are paid varies depending on how well they do and who they are competing against. All sports participants (athletes, coaches, managers, etc.) who are part of the planning or implementation of an event should be paid for their efforts. This is called "Olympic solidarity." It is required by International Olympic Committee (IOC) rules which govern participation at all levels from children's events to the highest level of competition: Olympiads. In addition to winning medals and prizes, some athletes have become very rich through advertising campaigns built around their names. American basketball player Michael Jordan became one of the world's most famous people after winning three NBA championships with the Chicago Bulls. Since then, other athletes such as American football player Peyton Manning and Spanish soccer player Lionel Messi have built similar brands around their images. Some athletes have used their fame to start businesses or invest in new projects. For example, American swimmer Michael Phelps has become one of the world's richest people due to the success of his advertising campaign for brand-name products such as Coca-Cola and Nike.