Phil Hellmuth, is no longer just a poker player. He's a brand name. He gets paid to tout an online poker site, ultimatebet.com, Belvedere vodka and an interactive Texas Hold'em game on cell phones.

He recently signed a contract to represent a new gaming network. He's written a book on poker strategy, "Play Poker Like the Pros," and has two more books in the pipeline: "Bad Beats and Lucky Draws," to be published in October; and "The Greatest Poker Hands Ever Played" next year.

For a guy who makes his living playing poker, Phil Hellmuth Jr. doesn't play as much as he used to. The 39-year-old Madison native is the youngest winner of the World Series of Poker, has earned millions playing the poker game, and his life story - up to the age of 24 - has been optioned in Hollywood, with Ashton Kutcher possibly playing the part of the erstwhile Cheesehead turned poker pro.

While there are plenty of great poker players playing their trade on green felt, Hellmuth is among the few who stand out as a personality.

Phil Hellmuth has been called the John McEnroe of poker for his temper tantrums and his meltdowns at the card table. Hellmuth isn't the stoic gambler who quietly takes everyone's money. He's more likely to kick over his chair, wave his arms and scream at an opponent who was too dumb to throw away his cards, stayed in the hand and beat Hellmuth by catching a lucky card.

His goal is to be the greatest professional poker player who ever played the game.