Some like Russian pole vaulter Yelena Isinbayeva want another gold in
London before retiring - as well as to launch her own perfume brand.

Olympic stars and their sponsors are already looking to the next Games in
2012, with Michael Phelps and Usain Bolt among many expected to compete
again.
 
Some like Russian pole vaulter Yelena Isinbayeva want another gold in
London before retiring - as well as to launch her own perfume brand.
 
YELENA ISINBAYEVA, GOLD MEDALIST POLE VAULT, RUSSIA
"It is for women with strong spirits."
 
American Phelps and Jamaican Bolt set world records in Beijing and are now
expected to reap millions from current and future endorsements.
 
Visa Europe CEO Peter Ayliffe says his company began ties with Phelps long
ago and is already working with a core of athletes for London like English
teen diver Tom Daley.
 
PETER AYLIFFE, CEO VISA EUROPE 
"We don't just look for the really high profile athletes, and we
actually started work with Michael a long time before he was famous, and
likewise we are working with a number of different athletes in Europe, who at
this stage are really hopefuls. We've got Tom Daley, who at the moment is a
14-year-old."
 
Advertisers have paid over $1.7 billion to NBC alone to capitalize on ties,
with the current Games seeing the best TV ratings in nearly two decades to
catch the tremendous feats of Phelps, Bolt and a cavalcade of current and
future Olympic stars.
 
Dan Sloan reporting.