Simple. Your family/friends pay you $x for x% of your winnings.
In Annie's case, there was $2,000,000 up for grabs and 10 players, so with an even playing field, each person would theoretically be worth $200,000 (like if they did an even 10 way split). If she sold 20% of herself, she'd be selling $40k of value.... She may have done this as a discount (or even a premium (yeah, right)) though. So, maybe she sold 20% of herself for $20k. This way, she knows she's getting 20k regardless of how she finishes and he friends/family would get either nothing or $400,000 if she wins.
I totally made up these numbers, of course, but you get the idea.
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