If it is $25,000 cash it should be taxed, but if they tie a $25,000 value to the medal it is BS!
It is true that the athletes do have sponsors, however most of that sponsorship is helping with training and travel expenses. Are we going to tax Kim Rhode because a company gives her $25,000 worth of shotshells a year to practice with? Are we going to tax Phelps because someone gives him $5,000 worth of airfare so he can visit his family throughout the year while he is training in remote locations?
Cash transactions are taxable, but that medal has no taxable value. If they pawn it off, then they have a cash gain from an untaxed item and taxes are due.
Once again, this leach we call a government has gotten out of hand. We/they will blame the IRS, because it is the independent company named the Internal Revenue Service that is looking to wring all they can from us. However, it is the tax code set by the legislature that the IRS is enforcing.