Yes, he was, and is, very marketable.
When you spend and invest that much on a bber(Weider brought him over, put him up, contract, all over mags), you gotta make sure your poster boy wins. Didnt he win one of his Olympias standing alone onstage, the only competitor?
He was great, but he was also gifted, and I dont mean talent nor genes.
After bbing, sure, self-made. Great bizman. Just dont make him your prez, or he'll bomb China to get better ratings, or promote his latest blockbuster...