Advertisers are realizing that the blogs written by pro athletes are an attractive advertising platform — at any rate, as far as blogs go. They have a built-in audience of rabid and loyal fans. Many of the most popular athletes tend to be outspoken and controversial, drawing in a wider audience. Mere talk of on-field or locker-room disputes can generate buzz. Likewise, non-sports talk builds interest. The downside: Advertisers are leery of controversial athletes being associated with their brands. But everyone knows the mainstream media ignores blogs, so they're safe, right? Best of all, while bloggers in the self-righteous tech world are vilified for pitching products, fans expect pro athletes to be walking billboards. The occasional awkwardly inserted product pitch may rub a few readers the wrong way, but it doesn't lead to an angry horde with pitchforks and torches.

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