I do not understand this idea that faster times == money money. As Khadevis always reminded people, he worked as well as train. He was not pulling down huge $.
There is not a lot of $ in this sport. It is just not that popular. For LR to make the beaucoup dolores, she has to attract a lot of media attention, and that has nothing to do with how fast she runs.
I also do not understand the economics of runner sponsorship. Does having successful athletes in fringe sports actually have much impact on the bottom line? I have always worn Saucony, because they work for me. For the less enthusiastic runners in my club, they will be swayed by the pretty girl in the poster, and not really know/care if she ran 1:59 or 2:59.
The returns to Nike for having Tiger, Michelle Wie etc in their stable are significant. Big buck sports with a lot of cameras pointed at them at all times. That is not running. Not even close.