Swimming has become the most marketable Olympic sport because of its stars, and this summer in Rio de Janeiro should be no different.
Only the main focus shifts from the men's side to the women with the emergence of Katie Ledecky and the return of Missy Franklin.
Those in charge of the United States squad have made it clear this week in Omaha at the Olympic Trails that Michael Phelps is passing the torch to Ledecky, who burst onto the scene four years ago by winning the 800-meter freestyle in London as a 15-year-old and has since risen to the most dominant swimmer in the world.