• Los Angeles Times, Monday, August 18, 2008 10:15 AM

Sports marketers have started scrambling to find which Olympic athletes, besides Michael Phelps, can squeeze the most sponsorship gold from their Olympic feats. Some winning athletes have ardent fans in their given sports, but the comparatively small numbers of those fans mean corporate sponsors are hard-pressed to justify endorsement deals.

To ride the initial wave of fame, many high-profile Olympic medalists will participate in the 2008 Tour of Gymnastics Superstars, which will travel to 36 cities, selling tickets for up to $80. Walt Disney is providing the soundtrack of the tour, and Fox will broadcast a two-hour television special on its MyNetworkTV.

Tour promoter Michael Burg says gymnasts Nastia Liukin and Shawn Johnson, in particular, are poised for marketing gold. "Both of these kids have an appeal way beyond what some of the past figure skaters had in the way of vibrant personalities. The marketing potential for both is relatively untapped and unlimited."

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