Published: Aug 11, 2010 7:16 PM EDT
Updated: Aug 12, 2010 4:30 AM EDT

NEW YORK (AP) — Chris Bosh is already reaping the benefits of signing with the Miami Heat.

The All-Star forward worried about a lack of exposure when he played in Toronto. Now that he's leapt into the sports news of the summer by joining LeBron James and Dwyane Wade in the bright lights of South Beach, American companies are taking notice.

Bosh got his own milk mustache ad Wednesday, a sure cultural mark of celebrity. He says that deal came about only after he picked the Heat, and he's been hearing from other potential sponsors.

Bosh describes the change as "night and day."