By Rick Horrow and Brian Finkel

Going for the Gold

The Olympics are a chance for unknown athletes to shine on a world stage and for returning champions to remind fans why they originally won their hearts. But only a handful can translate Olympic gold into big endorsement bucks. Here are the 10 athletes—who are either American or play for American pro sports team—in the 2010 Winter Olympics in Vancouver who we think will see continued success both on and off the field.