Olympic sports have meant big business since the Olympic movement allowed professional athletes to compete 20 years ago.
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But none has banked the sums earned by charismatic megastars like Tiger Woods, David Beckham or Michael Jordan whose names are globally known and set cash registers ringing everywhere.
A peek into the Athletes' Village
Eli Portnoy, chief brand strategist at the Portnoy Group, a US consultancy specialised in branding, doubted Phelps -- or any Olympian -- would match the earning power of Woods who is estimated to become the first billionaire athlete by 2010.
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