Olympics

Because of my job, I can see the newest soundbites of the most talented athletes and of the potential Olympic gold winners in various fields. China's “gold fever” has become so overwhelmed that people in U.S. are also caring about the number of golds they can get. While athletes are vying for the gold medals, the sports sponsors are engaging another war under the table.

For example, in the track and field, people are all talking about the three potential winners of the 100m and 200m races: Tyson Gay, Usain Bolt, and Asafa Powell. PUMA sponsors Usain Bolt; Adidas, Tyson Gay; and Nike, Asafa Powell. Any one of them who gets gold would boost his sponsor's sales and brand name, and this champion can get almost everything he wants—money, fame, power, women, etc. None of these guys would settle for a silver, not to mention a bronze. The spotlight is only focus on the winner. Others will only fade away…

Good luck, Liu Xiang.