Michael Phelps wants to dive into Silicon Valley's investment opportunities as he tries to make the transition from Olympic swimming star and product pitchman to entrepreneur.
When Cristiano Ronaldo arrives at the Bernabeu Stadium or Kobe Bryant at the Staples Center, chances are a pair of Beats by Dr Dre headphones are wrapped round their head.
Jamaican sprint king Usain Bolt dominated Twitter during the Olympics, the social networking site has revealed, with his gold in the 200 metres inspiring a staggering 80,000 tweets per minute.
World aquatics championships athletes faced with China's bans on Twitter and Facebook are opening accounts with local equivalents, boosting their profile in the country.
Few countries have been more affected by the rapid approval of the new generation of swimsuits than traditional powerhouse Australia.