Buisiness is buisiness and the hype machine understands Labron is on MJ level of marketing. While Phelps and that young female swimmer who's name escapes me will be the huge stories in the Olympics the multi-millionaire basketball players are more marketable.
I do find it funny that Bron is the "leader" of the team when neither he nor Wade ever showed this same level of cockiness in the two (olympic) years they got humiliated. ESPN doesn't market Kobe or Kidd the way they push James and Wade so you will always see the "King" and "D-Wade" in the headlines.
For what it's worth, the Lakers also clinched the Pacific Division, an achievement Bryant dismissed by saying "We don't hang divisions." No, only the big NBA championship banners are considered wall-worthy for the Lakers.