Gold
Michael Phelps
Some in the United States feel like NBC overdid it this week in their focus on Phelps. If the swimmer had fallen short of eight gold medals, they might have been on point. But he didn't. And both NBC and Phelps stand to benefit big time. NBC pulled the largest Olympic audience (31.1 million viewers) on a Saturday night since 1990. And Phelps is poised to see a major spike in his income, followed by a lifetime of commanding significant appearance fees.

Jamaica's Shelly-Ann Fraser

Silver
Puma
"The proud sponsors of the Jamaican Olympic team" just got a whole lot prouder. The company can lay claim to the world's fastest man and fastest woman following the 100-meter victories by Usain Bolt and Shelly-Ann Fraser.

The results have given Puma immediate visibility among its competitors (Nike, Adidas and Li Ning) who spent more sponsoring either BOCOG or a multitude of Olympic teams.

Bronze
Mark Wetmore
The agent at Global Athletics Management had a tough weekend. First, Tyson Gay (Wetmore's stud sprinter) failed to qualify for the finals of the 100-meter dash. Then, Liu Xiang, the Chinese superstar hurdler who Wetmore works with, injured his Achilles and exited the competition. In an endorsement world based in part on performance, both results will hurt for some time to come.

Tin
Swedish wrestler Ara Abrahamian
Yes, this one is obvious and the IOC has already penalized Abrahamian, but it's worth repeating. There's no room in the Olympics or any other sport for someone to publicly toss a medal or trophy just because they're dissatisfied with the result. It denigrates the work of your competitors, belittles those who have organized and sanctioned the competition, and is just plain rude.