Olympic Endor$ements: Who Will Cash In?

First, the U.S. Nordic combined men's ski team made history by earning the country's first-ever silver medal in the sport. Then Bill Demong, pictured at left, and Johnny Spillane added icing to the cake by winning gold and silver, respectively, in their individual events.

But when it comes to endorsements, Demong, Spillane and their teammates aren't likely to see big bucks, Woodard said, because the sport flies largely under the radar in the U.S.

"It's this huge cross-country relay" that few Americans watch, he said.

The monumental nature of the team's performance does help at least a little, said Watkins.

"It was history-making -- that's got be worth something," he said. "They're not going to be left out in the cold."

Endorsement Prospects: Fair

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