By Jacob Stokes

Faces to Watch in the Competition for Sponsorships

Athletes won't be competing solely for gold at the 2008 Olympic Games in Beijing. Almost as important is the rush for green in the form of endorsement contracts. Marketing agents will be scouring the Games for newly minted champions or fresh-faced megastars to promote their products. It's tough to predict exactly whose story will compel marketers and advertisers because, as sports marketing guru Paul Swangard says, "so many of these folks emerge from obscurity." But here are 16 athletes from around the world for whom a gold medal could be worth its weight in green.