Wilko's doing very well

Jonny Wilkinson has begun to reap the financial rewards of winning the World Cup by agreeing a new £2million sponsorship deal with adidas.

It is the largest contract agreed with a rugby player as the sportswear giants moved quickly to clinch a four-year extension to their deal with the Newcastle fly-half.

World Cup star Wilkinson, received around £250,000 a year under his previous contract.

Leading rugby agent Ashley Woolf, whose clients include Lawrence Dallaglio, said: "The interest has been quite incredible, as shown by the number of people at the victory parade. It looks like commercial deals are doing well."

Meanwhile, Serena Williams has signed an endorsement contract with sportswear manufacturer Nike that could make her the richest woman in sport.

If the American keeps winning over the full eight years of the deal she could net £35million.

That would overhaul the £22m, five-year agreement between her sister Venus and Reebok.

Serena, 22, who has not played since winning her second Wimbledon title in July, is expected to make her comeback from knee surgery at next month's Hopman Cup in Australia.