A number of leading athletes are currently busy promoting brands on Instagram as the world enjoys the Winter Olympics in South Korea.

Mediakix has highlighted a number of campaigns, including the partnership between USA skier Lindsey Vonn and Bounty. Vonn boasts 1.3m followers on Instagram, and as part of her deal posted a series of Instagram messages showing short clips from a Bounty ad, including a blooper reel.

Swimming legend Michael Phelps, meanwhile, has a string of partnerships under his belt but has recently joined with Colgate to spread its message to his 3.3m followers. The campaign used the hashtag #EveryDropCounts and focused on water conservation. Three sponsored posts were shared that encouraged users to turn off the water while brushing their teeth.

Tennis champ Serena Williams has partnered with a number of brands thanks to her 7.6m followers, although Mediapix highlights her deal with Tempur-Pedic. The campaign cites Williams as a long-term customer of the company, with the sports pro herself emphasising her need for decent sleep.

US gymnast Simone Biles may only be 20 years old, but has 3.4m Instagram followers and recently partnered with Olympics sponsor Coca-Cola. The deal was only for one sponsored post, which pictured her with a number of other Olympic athletes, all of whom are backed by Coca-Cola and are themselves running branded campaigns.

Snowboarder Shaun White, who is currently in the midst of a sexual harassment scandal, has 1.1m Instagram followers and just prior to the Winter Olympics teamed up with headphones manufacturer Beats By Dre. The campaign actually tied in to his recovery from a head injury, and associated the brand with White pushing himself to the limit.