He should go get a lawyer to send letters to these profiteers taking a free ride now and stop them from using his pictures or his name for commercial gains. Sure some lawyer, for the same capitalist thinking will be more than willing do it for him - represent first Singapore Olympic gold medallist, wohhhhh.....
No money no talk....that is the practice he should do....or else very soon his name will be over exposed and over used and the future commercial advertisement endorsements may suffer a lower effect.....
Of course, he may not do all the above himself....maybe his parents can do it on his behalf....after all, they have invested more than a million dollars on him for the last ten years and no body in his right mind will find it object able for them to want to recoup the investments....strike while this iron is hot......or else he will regret later....no money....no......funny, no whores......oops!!!.....woes.......:o