Phelps Making News At U.S. Olympic Trials

While some wonder where the buzz is before the Beijing Games, a record-breaking weekend from Michael Phelps, Katie Hoff and Tyson Gay should garner some attention. The U.S. Trials in swimming and track & field have accelerated much of the media and marketing focus on the sports. In Omaha, swimmers were told that if they wear corporate logos on their caps this week they risk disqualification. The consequences make clear how the USOC and USA Swimming will enforce an earlier memo advising all swimmers that they would prevent "commercial identification, except for the standard manufacturers logo" from appearing on equipment at the trials. Also, attention continues to be focused on Speedo's controversial LZR suit. Meanwhile, Gay’s success in Eugene bodes well for the companies that have taken a $2M gamble on him.