Bolt's Exploits Giving Puma Added Exposure

With Michael Phelps making his victory lap on the morning show circuit, marketers now turn their attention to the Olympics' other traditional star-making event -- track & field. Usain Bolt’s phenomenal run in the 100 meters sets him up as the sport’s Next Big Thing, and a possible double dip of Gold in the 200 meters certainly would give main sponsor Puma an unexpected jolt of exposure. Also, sprinter Allyson Felix, a Silver Medalist four years ago in Athens, begins competing today, and another strong performance could further her appeal with sponsors. But Chinese hero Liu Xiang's withdrawal from the 110-meter hurdles has a profound impact on his portfolio of sponsors. Meanwhile, the latest roundtable features panelists debating whether track & field can match the marketing power of swimming.

Dried Up?
NBC ratings slip for Phelps-less coverage, but strong marks should continue through week two.

History Repeating
In midst of fielding offers from Hollywood, Phelps turns back the clock with SI cover replicating iconic Spitz pose.

Summer Of Our Discontent
USOC, IOC sponsor Panasonic upset over Vizio's possible ambush marketing in patriotic TV spot.

Southern Comfort
SEC to pull in average of $55M annually from recently extended rights deal with CBS.

A United Front
AEG hoping stout resume, name recognition of new Galaxy coach & GM Bruce Arena will help rectify the situation in L.A.

Lowe's & Behold
Humpy Wheeler set to launch motorsports-centric consultancy behind idea for new made-for-TV racing series.

One Final Lap
Roush Fenway Racing preparing for President Geoff Smith's retirement after '09 season.

Let's Go For A Spin
WEEI.com continues hiring frenzy by bringing blogging pioneer Will Leitch on board.