After winning gold in the decathlon at the 1976 Olympics in Montreal, Bruce Jenner boosted his visibility even further by landing on the box cover of Wheaties. The idea of expanding a personal brand with cereal these days is still viable but it has to jockey for position with the interactive world of social media.

Strong performances in the Olympics translate into a more robust social-media following for athletes. How much more? The answer is in this segment with sports business expert Rick Horrow in "Beyond the Medals: The Business of Sport" on Universal Sports:

There will be a new episode of "Beyond the Medals: The Business of Sport" every month. Check out the Universal Sports website for schedules and previews for upcoming shows.