Ryan Lochte, already a two-time Olympian, could be the Michael Phelps of this Olympics in the pool.

Sponsors already have lined up behind him, betting that this will be his break-out Olympics.

So far, five companies -- Gatorade, Ralph Lauren, Gillette, Mutual of Omaha and Speedo -- have signed on to endorse Lochte with bonus-loaded contracts that could earn him between $3 million and $4 million. His camp expects him to ink more deals as the Games approach, including an offer from another P&G brand and two other companies.

Global brands have often shied from backing swimmers because they spend their races either under­water or half-hidden by goggles. Then they disappear from the public conversation for four years between Games.

But these companies have jumped into the pool with Lochte because they liked the look of Michael Phelps' chest full of Beijing gold and are willing to place the same bet on Lochte.

And if he maxes out in London, there's reason to think Lochte could approach Phelps' medal haul from 2008 and his endorsement windfall of up to $5.25 million last year, according to Bloomberg Businessweek.

A former seven-time NCAA champion at the University of Florida, he has risen through the ranks over the past eight years, winning one gold and one silver in Athens and two golds and two bronzes in Beijing (including his only individual gold, in the 200-meter backstroke).

Fast-forward four years and 27-year-old Lochte is projected to win at least five individual golds -- and possibly more as a member of the relay teams -- this summer in London.  Those golden opportunities make Lochte a rarity among American Olympians: an athlete who doesn't send fear running down sponsors' legs.

Phelps, too, will be back to give Lochte a run for him money, but Lochte has beaten Phelps and is hungrier than Phelps this Olympics.

Other great swimmers to look for and follow in London include:
Rebecca Soni:
2008 Olympic gold medalist in the 200 meter breaststroke, silver medalist in the 100 breast and 4x100 medley relay. Soni also was the 2009 world champion in the 100 breaststroke.
Matt Grevers:
2008 Olympic gold medalist in the 4x100 freestyle relay and silver medalist in the 100 meter backstroke. Grevers has expanded his repertoire and is expected to be among the favorites in the 100 butterfly.
Amanda Weir:
2004 Olympic silver medalist in the 4x100 freestyle relay and 4x100 medley relay.