• Advertising Age , Tuesday, August 19, 2008 9:45 AM

Olympic swimmer Michaels Phelps' triumph will not translate into sponsorship and media deals in China, writes ad expert David Wolf.

Phelps is sure to do well in the U.S.--but he won't build a lucrative, lasting career in China because there are dozens of Chinese gold medalists, and the Chinese press has been respectful but not emotional about Phelps' achievements. Over the years, the Chinese have grown to prefer local athletes over foreigners, except in basketball.

Another key factor is easily overlooked. Phelps inadvertently snubbed Chinese journalists during the media hubbub over his wins--in essence brushing off a vast market for his endorsements. In this global reality, he needs to quickly "make a spontaneous, genuine gesture to connect to the Chinese people and win his way into their hearts," says Wolf. Otherwise his value as a spokesman in China "will be limited at best."

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