With a lot of athletes, it's a local market. Barry Bonds is successful in the Bay Area, but beyond there, everyone hates him.

This is their chance to really shine with Madison Avenue.

But so much depends on which team wins, and right now my gut says Pittsburgh is going to win. America loves winners.

It's all about winning, and that's really what attracts advertisers. Particularly with the Olympics, it's once every four years and it's really your only shot at winning. The Olympic gold is really essential for making it big in endorsement.

Athletes are under the microscope, and it's a risk for advertisers to spend millions on someone who could get embroiled in scandal.

It's a brave thing. I think it will pay off for her. In this day and age, it may open up marketing doors because she's forthright. It might backfire with some mainstream advertisers, but there are a lot of businesses that cater to the gay community ... and this makes her more famous.