Merchants' Plans for the 2008 Beijing Olympics?

I know we've only just got over Valentine's Day and now we're gearing up for Mother's Day and then its Easter ... but what are merchant's plans for creative and offers for the 2008 Beijing Olympics?

I'm fortunate enough to be ranking very well for some of the search terms. But other than Adsense, I've hardly given it a thought how to monetise it.

People normally go for the HDTVs etc, but I'm looking for stuff more sports related. I know that the athlete's tops aren't as big sellers as football shirts during the World Cup. But what else is there? Are there merchants selling rowing boats?

Am I to hope that some of our team do so well that they start a craze in a less well-known sport and find a merchant that offers that?

I feel its a bit late to go down the travel route with putting extra effort into Beijing hotels or flights ... so I'm really struggling to monetise my good rankings!

Anyone got any ideas? P.s. The site is Visit Olympics. And yes, its not my best!