It's just that broadcasters will couple ads dealing with the event being watched. You think any of these other guys are in more than one cycling ad? Probably not. Whichever ONE ad these other guys are in, is also played, but next to the 35 Lance ads who's noticing? Phil Mickelson was still shooting ads for the past 15 years, but I've never noticed any golf ad other than Tiger until about 3 months ago.