How do viral social media moments create unexpected earning opportunities for athletes?

Wing shares the story of Jake 'Shoeless' Brown, who made more money from his mega ramp fall than from his entire career combined due to photo incentives. The fall became the number one video on ESPN and social media, generating hundreds of millions of views. Because Jake had incentive clauses in his contract for media exposure, he earned substantial bonuses that no one had anticipated. Similarly, Tony Hawk's viral 'guess where I'm eating' promotion at Wahoos was one of the first restaurant viral moments. Athletes should ensure their contracts include provisions for unexpected viral exposure.