After winning Olympic gold in 2004, Bradley Wiggins went on a bender. He drank. He put on weight.
"I'd lived so religiously in the run-up to Athens," he admitted, "that I just wanted to feel normal again." Today the cycling superstar is older, wiser and weighed down not by body mass, but by medals. But that didn't prevent him enjoying a drink or six after his historic time-trial win.
"Blind drunk at the minute," he tweeted, sharing a photo of himself, vodka in hand.
Meanwhile, yesterday's gold winner, shooter Peter Wilson, declared: "I'm going to get very, very drunk and probably do something silly."
When a sportsperson's hard work and discipline are rewarded with victory, they're celebrated for getting sozzled.