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At its highest level, biathlon is an extremely lucrative sport. After her first full year on the World Cup circuit, now-retired German star Magdalena Neuner reportedly earned 1.3 million Euros by endorsing products – and that was in 2007, before her several overall World Cup titles. By contrast, in 2010, after several seasons of World Cup racing, Petter Northug was worth just over a million dollars in total. But regardless of the top athletes’ success...