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  • For years, the NCAA has turned a blind eye to the fact that its member institutions give the Nikes, Adidases and Under Armours of the world specific numbers that match up to their best players. Here's a list of the players who should be getting paid.

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    When your competition inks a great athlete to an endorsement contract, I’d suspect you wouldn’t go out of your way to talk about that said athlete. But, on his blog earlier this week, Bill Marriott, Chairman and CEO of Marriott International, couldn’t stop spouting about the Olympic performance of Michael Phelps, who is a Hilton spokesman.

  • Yesterday, I followed Michael Phelps around all day on his first full day on U.S. soil in New York City. I've done all-access pieces before, but I've never seen anything like this. Click to watch the exclusive CNBC.com video!

  • There's been plenty of reaction to the LPGA's English mandate that I wrote about yesterday. Here are some of the comments I received from my readers...

  • Nastia Liukin

    General Mills announced today that gold medal gymnast Nastia Liukin and gold medal decathlete Bryan Clay will grace its famous Wheaties boxes in a couple of weeks. It is the "Breakfast of Champions," of course, but who is eating it these days? To be honest, the only reason why I ever bought a Wheaties box is as a collector's item...

  • Venus Williams played her first round U.S. Open match under the lights Tuesday night, wearing a new style dress from her Steve & Barry's "Eleven" line. Last year, Williams' move to take a deal with the innovative low-cost retailer got a lot of attention.

  • Fresh off a great Olympics, companies are hoping to latch onto the fever by booking athletes for speeches. Evan Morgenstein of PMG Sports, who represents swimmers Dara Torres and Jason Lezak among others, says business has been brisk. See the numbers for yourself.

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    I'm sure you've heard by now that the LPGA is requiring players to be proficient in English by next year or risk losing their tour status. The move has been called "unsportsmanlike," "un-American" and even racist, but the question that hasn't really been answered is: exactly how good is it for business?

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    With the Olympics now over, sports marketers are now going to start figuring out what athletes they should attach their brands to. So here's my top 25 Beijing Olympians in terms of their marketability, in order of how they'll be coveted by the corporate world.

  • Jacques Rogge

    Don't expect any Olympic athletes to cash in on their fame with a new endorsement deal from a non-Olympic sponsor until next Thursday. That's because, according to a new rule unilaterally imposed on the athletes by the International Olympic Committee, the Olympic Games period actually is defined as taking place from Aug. 1 to Aug. 27.

  • Nike

    I talked to Nike's brand president Charlie Denson about Nike's participation in the Beijing Olympics and how it's fared in sponsoring the likes of basketball player Kobe Bryant and hurdler Liu Xiang.

  • Jamaica's Usain Bolt passes by the scoreboard as he sets a new world record to win the gold medal in the men's 100-meter final during the athletics competitions in the National Stadium at the Beijing 2008 Olympics in Beijing, Saturday, Aug. 16, 2008. (AP Photo/Ricardo Mazalan)

    On Wednesday, I wrote that Usain Bolt could be the most marketable sports name ever, but I enlisted your help to try to seek out others. Here are the Top 10 submissions.

  • Since there is plenty of sports business going on here in Beijing, I've tried to keep the cultural posts to a minimum, but before I leave here I have to tell you one major thing: Domino's delivery here is 30 minutes or less -- guaranteed.

  • U.S. beach volleyball team Misty May-Treanor and Kerri Walsh, from left, celebrate after they won 2-0 against Brazil's team Larissa Franca and Juliana Felisberta Silva during their final match at the FIVB beach volleyball world championships in Berlin on Saturday, June 25, 2005. The FIVB Beach Volleyball World Cup 2005 runs through Sunday, June 26, 2005, in German capital. (AP Photo/ Jan Bauer)

    With Kerri Walsh and Misty May-Treanor winning women's beach volleyball today, Kinesio comes out as a big winner as well. The company hasn't paid Walsh or any other Olympic athlete a dime to wear its strange looking tape -- they just donated 50,000 rolls to 58 countries competing in Beijing.

  • This week's Sports Illustrated is Michael Phelps' fourth appearance on the cover. For those that are interested, here are the people that have made the most appearances on the cover of the publication. For the record, I have every cover with Michael Jordan on it.

  • Usain Bolt

    Usain Bolt is the world record holder in the 100 and 200 meters. Being the first guy to win Olympic gold in both since Carl Lewis did it in 1984 is a big deal. But the name "Bolt" is marketing gold. Know a better one? Tell me!

  • Michael Phelps

    Michael Phelps showed up to the Bud party here in Beijing last night wearing a Lacoste shirt and a Lacoste hat. How about it, readers -- Take my poll: Should he ONLY wear his sponsors' togs??

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    Earlier today, I spoke to Olympic all-around gymnastics champion Nastia Liukin, who won five medals at these games.

  • Why you don't ever need to sign up for these, no matter how enticing they look.

  • Michael Phelps.

    With everyone buzzing on the business of Michael Phelps, I had to invite Phelps' agent Peter Carlisle of Octagon on "Squawk Box" again this morning to talk about his client.