Athletic foot ware and accessories giant Nike Inc. (NKE) will be reporting its fiscal third quarter results tomorrow after the market closes.

Going into tomorrow's earnings report, analysts are expecting the company to report $0.88 per share, down 11.1% from the same period last year.

The economic downturn hit the company's sales, but last quarter it stated that it was starting to see a turnaround in sales and consumer sentiment. Wall Street will be looking for further signs that sales are starting to improve for company.

McDonald's (MCD) announced Monday that global comparable sales increased 4.8% in February. In a statement, the company said that worldwide results for February "show that we're satisfying the needs of our customers around the world by giving them more choice and variety, unbeatable value and the convenience they're looking for given today's busy lifestyles."

The eatery attributed the increase to "strong consumer demand for core favorites," including Chicken McNuggets (which received a boost from an Olympic promotion), the Breakfast Dollar Menu, and McCafe coffees.

As you may know, I am a rabid hockey fan. My team is the Columbus Blue Jackets, but I have come to appreciate good hockey as a whole. Last night, I hunkered down with my wife and brother-in-law to watch the USA take on Canada in the Olympics. What a game. Some are calling it the biggest upset since 1980's Miracle on Ice. I will play into the hype, although these were pros versus pros and anything can happen.

That said, I have to express a few opinions about the game. First, let's start with NHL Commissioner (or should I say uber-villain) Gary Bettman. Bettman believes that NHL players shouldn't compete in the Olympics because it takes away from the NHL itself. Really? The fact that your games are on Versus and once a week on NBC doesn't? How many times can the American public be force-fed Sidney Crosby and Alexander Ovechkin? Great players, but there are other players in the NHL.

The hotel market may be straining in the United States and Europe under the weight of new capacity financed during the real estate boom, but the situation is much different in Latin America.

According to travel industry research firm PhoCusWright, international, regional and independent hotels are popping up all over the continent, with both large and small projects in the works to tap into growing demand in the region. In the cities, where it's tough to find real estate, old neighborhoods are "reinventing themselves," PhoCusWright reports, in order to take advantage of the market's potential.

The Olympics are coming! The Olympics are coming to Brasil Telecom (BTM) -- well actually to Rio de Janeiro, where BTM is headquartered, in the summer of 2016.

This company came to my attention while screening mid-caps for yield, currently a healthy 7.81% (not distributed quarterly) and a very low price-to-sales ratio of 0.52. This first glance was followed by more scrutiny with an interest in Brazilian companies for potential growth and diversification.

Maybe you have heard, maybe you haven't. Olympic hero and NBC posterboy Michael Phelps got caught in flagrante delicto with a marijuana pipe at a party after the Olympic Games had completed. So, of course his sponsors are jumping ship left and right to distance themselves from this scofflaw, right? Wrong ... and somewhere, Cheech and Chong are smiling.

It appears that the sponsors are going to stand by their man, from Speedo to Parenting magazine. In fact, Visa (NYSE: V) came out Tuesday and stated that it supports Phelps despite his little misstep. According to Visa, the company has "spoken with Michael and he has expressed regret for the situation, has committed to being accountable and improving his judgment in the future ... We intend to support him as he looks to move forward."

Home Depot (NYSE: HD) is ending its 16-year old program that supported U.S. Olympians.

The Olympic Jobs Opportunities program provided part-time work, flexible hours and full-time benefits to 600 athletes who went on to win 145 medals. Spokeswoman Jean Neimi told (subscription required) The Wall Street Journal that "At this economic time, we are looking more closely at all our programs and marketing sponsorships. . . This is being done with some sadness."

The program cost the company about $15 million to $20 million over four years, but seems to have been a successful marketing tool, and the Olympians were featured prominently in Home Depot ads.

This seems like a budget cut that comes at the expense of some pretty bad publicity, and it suggests that Home Depot is doing even worse than most people are already anticipating.

This post is part of our feature on Money Winners of 2008. See all 20.

It wasn't like Michael Phelps hadn't done well for himself by the time he got into the swimming pool at the 2008 Beijing Olympics. He was pulling in between $4 and $5 million a year after winning six gold medals in the 2004 Athens Olympics. And was already a sports marketer's wet dream, so to speak.

But then he went and broke Marc Spitz's 36-year record by winning eight gold medals, and the real race was on: to break out as the first $100 million Olympian.

Or at least that's what his managers and agent were saying. Measuring the precise wealth of sports stars is something of an art. Most of their great wealth comes from corporate endorsement deals, which are often heralded more as approximations than exact hard figures.

Wednesday afternoon following the market close, Nike Inc. (NYSE: NKE) will be reporting its fiscal first quarter earnings, and analysts are looking to see the company show earnings for the quarter of 92 cents per share.

The last time that the company reported was back on June 25, when it was able to beat out Wall Street estimates by two pennies, with a reported 98 cents per share for its fiscal fourth quarter, mostly a result of strong international demand, which was able to overcome weak consumer spending that hurt the company at home in the U.S. In fact, to find the last time that the company reported quarterly figures under Wall Street estimates, you would have to go all the way back to its fiscal fourth quarter 2006 when it missed by a penny, with a reported 70 cents per share.

On a year over year basis, should Nike come in with 92 cents per share, it would be a 16.9% drop from the $1.12 that it was able to earn during the first quarter of 2007.

The Olympics were supposed to be NBC's big profit engine for this year. The unit has been something of a disappointment to parent General Electric (NYSE: GE), but one event could have changed that.

Indeed, NBC's ratings for its Olympic programming seem to have been outstanding and its broadcast revenues for the event may set a record for TV ad income for sports programming.

But internet revenue for NBC's coverage may be remarkably small. According to The Wall Street Journal, "NBCOlympics.com will generate just $5.75 million in video-ad revenue from the Games, according to estimates from research firm eMarketer Inc." Some of the disappointing numbers could come from the decision to run only a modest amount of coverage on the website, but the problem may by much greater than that.

Web video may be a bust, at least from a revenue standpoint. There is more and more evidence that points in that direction. YouTube has certainly been a huge disappointment for Google (NASDAQ: GOOG). Viacom has struggled with making big money off the online version of MTV. Video has done very little to bring extra revenue to Facebook and MySpace.

The problem with selling video commercials on the internet could be that consumers have come to expect that everything online is free. Banner ads and search ads are easy to avoid as there is nothing active or intrusive about them. Video ads often start to play whether the person online wants to see them or not. That may lead to a rejection of the experience altogether.

Making cash on web video may never work. The media companies just don't want to admit it.

Douglas A. McIntyre is an editor at 24/7 Wall St.

Is it the thrill of victory to hear the sound of one hand clapping?

Advertisers who paid big bucks for Olympics sponsorships are wondering the same thing. According to the Wall Street Journal, companies are angry that access to the Olympic Green, which is the main focal point of most games, has been "strictly limited" to people with hard-to-get tickets to the venues.

"A small line of people stood outside the The Coca-Cola Company (NYSE: KO) exhibit, where dry ice and the sound of gurgling soda pop drifted out," the paper said. "Meanwhile, a giant restaurant erected by McDonald's Corporation (NYSE: MCD) at the end of the Green has been far from packed."

This, of course, could be a huge disaster for the International Olympic Committee, which counts on corporate funding to fund the games. This could also hurt television advertising by General Electric Company (NYSE: GE)'s NBC Universal division, because televised shots of half-empty stadiums may make whatever sporting event they are showing seem lame.

Overall, though, the games are attracting huge audiences worldwide because of compelling stories such as swimmer Michael Phelps' quest for Olympic immortality. It will be interesting to see if the viewership trails off once the swimming competition ends.

Advertisers are going to take note of this for when the IOC comes calling for the London games in 2012.

Maybe my pessimism about the ratings for Olympics was premature.

According to The Wall Street Journal, "More viewers tuned in to watch the first two prime-time Olympics telecasts on General Electric Co. (NYSE: GE)'s NBC network than any summer Games in a decade -- even as the Games received record attention on the Internet."

My wife has offered a plausible theory about this performance: people are curious about China and are watching the Olympics because they can not afford other forms of entertainment because of high gas prices. I'm willing to give swimmer Michael Phelps his due as well. Plus, the only other sport competing for the viewer's attention is baseball. Pro football training camps are in full swing as well. The Olympics would be crushed if they occurred during football season or during "American Idol." Americans do have their priorities.

Friday's opening night ceremony attracted 34,2 million viewers, up 35% from the last summer games, according to the paper. I feel bad I missed it because it seems to have been very cool.

Keep in mind that General Electric still may face a tough slog in recouping its $894 million investment in the U.S. broadcast rights. Make goods, free commercial time, are still a possibility if the ratings go south.

The company's Olympic dreams, though, will do little to help the company's suffering shareholders which raises the question of why GE still owns NBC Universal.

Maybe a good Olympics will encourage Chief Executive Jeff Immelt to sell or spin-off the media business which is totally unrelated to the rest of the conglomerate.

Will General Electric Company (NYSE: GE)'s NBC Universal experience the "thrill of victory" or the "agony of defeat" from the Summer Olympics in China? Odds are fairly good that the multimedia extravaganza may not be that thrilling to GE's bottom line.

Yesterday, the under-performing conglomerate announced that it had sold $1 billion in advertising for the games.

"We've always said that the Olympics is one of the most powerful properties in all of television," said Seth Winter, Senior Vice President Sales & Marketing NBC Sports & Olympics, said in a press release. "While we are thrilled with this milestone, we still expect to write more business as the Games begin and great stories continue to evolve."

Of course, such gushing is to be expected from an ad sales guy. But one thing that often gets forgotten when people write about television advertising is that commercial time is sold based on the network guaranteeing that a certain number of viewers will watch the show. If the audience does not materialize, the network has to give what's known as a make-good: usually free commercials on another show. The viewer numbers NBC has to hit are a closely guarded secret.

"For the next two-and-a-half weeks, almost all you'll hear in the news will be related to the 29th Olympiad in Beijing," points out Brandon Clay, who focuses on a China ETF as his latest investment idea.

In his All Star Investor newsletter, he explains, "Beyond this, in 2010, we will see the World Expo in Shanghai and the Asian Games in Guangzhou." So is now a good time to invest in China? Here's the advisor's assessment and his top pick for exposure to the region.

"China has been gearing up for the Games for the past few years. Finally, with a dozen new sports stadiums and a cross-city underground railway to ferry visitors to different venues, China will be on display to the world.

"If you've been investing internationally, you're no stranger to China. Depending on when you bought, you may either love it or hate it. For instance, in 2007 Chinese stocks rocketed up the charts 97%.

"In 2006, the gains were even more impressive at 130%! But it hasn't been all fun and games in the past two years. China peaked at the same time U.S. stocks in October 2007.

With this year's summer Olympics just around the corner, athletic outfitter Nike Inc. (NYSE: NKE) unveiled its new Olympic products yesterday.

While Nike has never really embraced the concept of being a sponsor for the Olympics, it prides itself on being an outfitter for the competing athletes. This year there will be thousands of Olympic hopefuls from over a hundred companies that will be sporting the famous "Nike Swoosh" on themselves for millions of watchers to see.

Nike will definitely leave its own footprint all over this summer's Olympic games. For the first time ever, BMX will be an Olympic medal sport, and the new Nike gear for the sport is being heralded by Nike's global director for action sports, John Martin, as the "illest BMX product ever." I honestly thought the word "illest" vanished from the vocabulary around the same time as Run-DMC; guess I was wrong. But I will definitely look forward to seeing the "illest" BMX gear ever, Nike definitely got my attention on that one!