Michael Phelps’ dominance in the swimming pool and five gold medals on his quest for eight in Beijing have boosted exposure for his sponsors to the tune of $9 million.

That’s what Joyce Julius & Associates, a Michigan firm that measures sponsor value, figures adidas, Nike, Speedo and Visa have picked up in primetime broadcast exposure on NBC.

Logos for those companies on Phelps’ apparel have garnered six minutes of on-screen time during NBC’s broadcasts. Joyce Julius measures on-screen exposure by the cost of advertising during the broadcasts.

The Nike logo on the warm-up jacket Phelps has worn during the medal ceremonies has a gotten three minutes and 33 seconds of airtime, which Joyce Julius believes is worth $5.3 million. Another $3.6 million in media exposure comes from Speedo logos on his warm-up jacket, swim cap and bodysuit.

Meanwhile, Phelps has an impressive diet, too. Read about the 12,000 calories he consumes daily, according to this piece at Yahoo! Sports.