At the Olympic Stadium in Athens, there is a heartwarming story about the 1896 Olympic games written on the tourist pamphlet:
The Winner of the Marathon Race
The Marathon race caused a lot of enthusiasm to spectators, and the vistory of Spyros Louis instilled national pride to Greeks. The poor and unassertive Louis declined all prize money and only accepted a horse cart, so that he could sell in Athens the famous water of his village of origin (Maroussi).
Oh, unassertive Louis, was this a good business move?
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