jay will win it again next year most likely
I'd bet the rent check on it.
The Mr O is a business enterprise.
Businesses are able to enjoy the most value from their entities when
1) They own all licensing rights
2) They can build longterm product recognition
Jay winning the O does both. If you hand the Sandow to Vic, Dex, Wolf, or melvin, what happens? You can't have the champ on FLEX or MF covers for 12 months. That's kind of a problem, eh?
Also, there are a great deal of ads, promo materials, products, websites, etc that carry the title "Jay Cutler, Mr Olympia". It would cost a great deal to remove all of that - and the longterm business relationships that go along with them - if Jay doesn't win the title. Imagine Muscletech, after putting $X into the show, having to call every GNC in America and asking them to remove the Jay Cutler Mr O signs and products. Imagine the cost to the company.
The Mr O is a business enterprise which is dependent upon the name recog and sustainability and ability to market, of the champ. The Super Bowl, on the other hand, is not. Peyton Manning and Tom brady could sail away into the sunset in a rowboat together drinking wine, and this year's game would be just as good.
Jay's gonna win again. I think most realize that.
