He is a very marketable personality, the way Michael Jordan or Tiger Woods are for Nike. Even though as individuals, they are just people, their actions and words can often be worth a great deal of money or publicity.
(this may draw some criticism)
I've always had an idea of marketing the Pope's ummm...excrement, sealed in a polyurethane coating, for pendants and other jewlery. I would think, as gross as this is, there is probably a huge market for such things.