I think the funniest part about the Phelps and Poker thing is that most of it is a PR stunt. The APT sending out a press release, rooms trying to court him, etc. Everyone is doing this via press releases because they know nobody could possibly afford what he is going to command. So they put out a press release and hope that by associating their brand with his name some of it will rub off.
Here's let's try it.
Poker Affiliate Programs Invites Michael Phelps to Become a Super Affiliate!!!!!!
Full Tilt Poker Offers Michael Pheps Rakeback!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
The Farang Promises One Free Deck of Poker Cards to Michael Phelps!!!!!!
Right now Michael Phelps is being courted by the biggest brands in the world. Guys who have annual marketing budgets than the entire revenue for Poker Stars.
While I applaud those making some waves in the press with their creativeness, it's still just a cheap PR stunt. :-)