He's already done well on a regional level, but this is his chance to really break out nationally, to become a household name.

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.

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

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