Swimmer Michael Phelps had barely dried off from his historic showing at the Summer Games in Beijing when he dove into the world that comes with winning a record eight gold medals. His whirlwind tour included a parade at Disney World in Orlando, Fla., appearing on The Oprah Winfrey Show in Chicago and as a presenter at the MTV Video Music Awards in Los Angeles (which aired Sept. 7). This week he is in New York to host the season premiere of Saturday Night Live on Sept. 13.

Analysts put Phelps' pre-Olympic endorsements at about $5 million. His  potential has now doubled and he could earn $100 million in his lifetime, per his agent, Peter Carlisle, at Octagon, New York. Deals include Visa, Hilton Hotels, AT&T, Omega, Kellogg, Power Bar and Speedo, which gave him a $1 million bonus for winning eight golds. Phelps used the money to launch The Michael Phelps Foundation, which will promote water safety and encourage youth swimming. Phelps and Carlisle spoke with Brandweek senior reporter Mike Beirne.

Brandweek: Do you have a criteria for brands with which you will affiliate?
Michael Phelps: Every sponsor I've had has been something that fit my lifestyle, fit my personality. The big thing is, is it something I'm comfortable with, something I use and something I like to use? So I think if it meets all that, then it fits my personality.
Peter Carlisle: We want to create platforms that hopefully will make Michael's brand global. Things we look for are geographic reach and the depth of the program that go along with Michael's goal of developing the sport of swimming.

BW: What product categories will you not endorse?
PC: Tobacco products. [And] maybe not [alcoholic beverages]. E-mails come in on a daily basis and a portion of those are opportunities that are not appropriate for Michael. Again it goes back to what Michael said initially. He's got to use the product [and] like the product. Given how well he's done, he's in a position where he can pick and choose and isn't compelled to make things fit into his program. There are the obvious categories and the more obscure ones that wouldn't fit into his program.

BW: You made a point about lifestyle and nutrition, do you rule out junk food? Will you only consider food brands that fit in with your lifestyle of nutrition and energy?
MP: I work out so many hours in a day [that] I'm constantly losing weight (he weighs about 200 pounds) and constantly burning calories. So I need to eat as much as I can. So I do eat fast food but at the same time I eat salads and fruits and vegetables. I eat everything I need to.



BW: So donuts have a chance?
MP: I'm a Dunkin' Donuts kind of guy. I also like Cadbury's. I eat french fries, [Nestlé] Crunch bars, milk shakes. I'll probably like anything you can think of.

BW: How do you keep from being overexposed?
MP: When I met Peter, I remember him asking me, "What do you want me to do for you?" I said I want you to help me grow the sport of swimming. He has done everything I've ever asked for. He has a better understanding of the business and marketing side of the sport and I trust his expertise on this. I'm starting to really be more aware in that area because I've been a part of it for so long.
PC: I don't think overexposure is a problem that will arise with Michael or with swimming. To go back to the question about how will Michael promote swimming, the key to that is to increase the relevance of swimming with the general public and to do that he has got to somehow bridge one Olympics to the next. Because while swimming has a great participation base and to those passionate about swimming it's relevant to them everyday. But to the general public it's relevant once every four years. What Michael is able to do through his performance alone to say nothing of all the efforts he put forth out of the pool, he's made it much more relevant. In fact after Beijing, NBC announced it will be televising on its network swimming each year (through the London Olympics in 2012). That provides a platform for the sport to the general public each year between the games. As it relates to over exposure, swimming needs more exposure and Michael provided an opportunity to expose the sport to a much bigger audience not just in the U.S. but globally. I think we're a long way off from getting to the point where people are saying too much swimming.

BW: The Michael Phelps Foundation will support swimming. What barriers do you need to address?
MP: I think people see swimming as an every four-year sport. I know it's tough with the NBA, NFL, NHL and all the other sports that are around. But I would like swimming presented as an everyday, every year sport.

BW: What surprises you about being famous?
MP: The one thing that gets me the most is the paparazzi. They're outside the hotel waiting to snap that picture. That's the only thing that's kind of strange.

BW: What are some of your favorite brands?
MP: I've worn Speedo my whole entire life. Everything I'm affiliated with now has pretty much been a part of my life all along. I always eat Kellogg's; I always eat cereal, Power Bars. I always have a watch on, an energy drink or recovery drink for sure. Those are things that I've used all along that are apart of my job. I use my iPod and I'm always listening to music. I wear a lot of Lacoste. I'm sponsored by AT&T and I always have my Blackberry on me.



BW: It's interesting that you appeared on the boxes of Kellogg's Corn Flakes when Wheaties is historically the go-to box for athletes?
MP: For me growing up, I've always had a well-balanced diet. I do like Frosted Flakes. It's not a secret. I do enjoy eating Frosted Flakes and eating Corn Flakes and I love breakfast food.

BW: Hilton has been affiliated with the Olympics for several years. They're not a Johnny come lately to the Olympics and swimming. Does that commitment matter to you when you're considering marketing partners?
MP: When I'm on the road as much as I am, Hilton gives me a home away from home. It's been great to work with them and I helped them with Swim to Beijing Relay (Hilton's cause marketing program). I swam the last lap in China and we raised $100,000 donation for U.S. Swimming and they're going to help raise the bar for the sport and get more kids involved.
PC: To add to that, that's also a great example of what we look for strategically in a corporate partner. Hilton has the affiliation with the Olympic movement and league involvement with a number of specific swimming programs and that obviously helps Michael's effort to grow the sport. But also if you look now where he is at the beginning of an eight-city tour where he'll be talking with kids, Hilton is a good example of a company that understands what Michael is trying to do and support them well beyond whatever the initial advertising or marketing campaign was at the onset. We're trying to get away from superficial purely advertising based programs and try to supplement that with what Michael is trying to do for the sport and for kids.

BW: Would your corporate relationships address providing facilities and helping with the access problem that swimming has?
PC: The key to Michael promoting swimming is to increase the relevance of swimming with the general public and to do that he has got to somehow bridge one Olympics to the next . . .  In fact after Beijing, NBC announced it would be televising swimming each year (through the London Olympics in 2012). That provides a platform for the sport to the general public each year between the games. As it relates to over exposure, swimming needs more exposure and Michael provides an opportunity to expose the sport to a much bigger audience not just in the U.S. but globally. I think we're a long way off from getting to the point where people are saying [there is] too much swimming.
MP: I would love to be able to be part of having people gain more access to pools. It's a big goal that I have. But I think I should start with getting more people to really understand what swimming is . . . I work with the Boy and Girls Club and one of the things I keep trying to get across is it's not just swimming. It's everything that you do. It's education or another sport, drawing or business. Everything you do, you have to have a dream and a plan to achieve.