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Phelps needs at least four golds

Updated: August 13, 2004, 10:43 AM ET
By Darren Rovell | ESPN.com

After years of personal financial sacrifice, Olympians can't reap endorsement riches by merely winning a gold medal. With dozens of potential gold medalists representing the United States, athletes must break through to become household names. There is only a select group of companies willing to invest in an Olympic athlete when the Games are through. Plus, the battle to keep that athlete's flame alive will be harder in a world dominated by a September of NFL and college football games.

With ...

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