We see Tiger Woods regularly (when he is not injured) on the golf course. We see Kobe Bryant and LeBron James on the basketball court regularly. Soccer star David Beckham can be seen on the pitch and is a media darling. They are always on TV somewhere. They have platforms and thus can increase media exposure for the brands they represent.

But Michael Phelps is a different story. There is not a pro swimming league. Besides every 4 years at the Olympics, Phelps doesn't have a regular platform.

But many believe his 8 gold medals in Beijing will give him the platform he needs whenever he wants to step into the spotlight. Book deals, speaking engagements and even hollywood movies could be in the future for Phelps.

And his agent believes Phelps will earn $100M in endorsements and out of the pool opportunities over the course of his lifetime. (For some perspective, note that Tiger Woods earns $100M annually from endorsements - that's PER YEAR folks).

Think Lance Armstrong. Armstrong's only real platform each year was the Tour de France. But Armstrong parlayed his success as the 7-time champion into book deals, lucrative speaking engagements, endorsement opportunities and fundraising opportunities for LIVESTRONG and cancer research.

If Phelps resembles any current athlete's road map for marketing success, its probably Lance Armstrong.