Olympians Go for Marketing Gold

  Several American athletes have strong endorsement potential, says expert



    DALLAS, Aug. 12 /EMWNews/ -- The 2008 Olympic Games in Beijing are

only a few days old, but a number of U.S. athletes are already closing in

on Gold -- marketing gold, that is.



    According to Scott Sanford, a senior client director for Dallas-based

Davie Brown Talent (http://www.daviebrowntalent.com), a top provider of

celebrity talent and music licensing for Fortune 500 companies, brands (and

their advertising agencies) are carefully watching the Games to see which

athletes are capturing the attention -- and hearts -- of U.S. consumers.



    Sanford said that, to be effective as a celebrity endorser, athletes

need to be familiar to consumers, though familiarity alone doesn't

guarantee influence.



    "Being recognizable is just the start," said Sanford, whose agency

created the Davie Brown Index (DBI) to quantify celebrities' ability to

influence consumer behavior. "Are they likeable? Trustworthy? Influential?

Do consumers find them to be aspirational? Do people sit up and pay

attention when they come on TV? Awareness is a good first step, but there

are other attributes that are more powerful when it comes to motivating

consumers."



    Sanford analyzed several U.S. Olympians who, based on their

performances in Beijing to date, are likely to land endorsement deals after

the 2008 Summer Games conclude:



    -- Michael Phelps (swimming): "He was an obvious choice even before the

Games and he's lived up to the expectations thus far. Even before the Games

began, he was among the best-known U.S. Olympians. From an endorsement

perspective, what's not to like? For starters, he's a winner. In fact,

he'll likely earn an unprecedented tenth Gold Medal today. The phrase

'golden boy' certainly applies here. Phelps is exactly what marketers are

looking for in an Olympic athlete: Focused but still fun; authentic;

hard-working; handsome. His reaction -- sans cap and goggles -- as teammate

Jason Lesak made his way down the homestretch in Sunday's relay was

priceless. It's an image we'll see for years to come."



    -- Natalie Coughlin (swimming): "Natalie's spent a lot of time on the

medal stand, which has kept her in the spotlight. Off of it, her

personality has really shone through. I think she's connected with many

Americans. She handles herself wonderfully in press interviews. And her

good looks don't hurt either from an endorsement perspective."



    -- Shawn Johnson and Nastia Liukin (gymnastics): "In terms of marketing

potential, I'd say they're on equal footing right now. They have good

energy and terrific smiles; good personalities. Nastia is the veteran;

Shawn is newly dominant in the sport. They complement each other. With the

U.S. team and China the clear favorites, there's a good storyline in place.

Although they both have several sponsorship deals in place already, success

tonight could push up their stock."



    -- Dara Torres (swimming): "Dara's been a major story because of her

age. The 'Supermom' image makes her unique -- it sets her apart from all of

the other great athletes at the Games and gives her a strong hook or

identity. It's what's fueled the buzz around her, which is one reason she's

known by about a quarter of U.S. consumers. Those who know her tend to find

her likeable and trustworthy. Endorsers are drawn to that. A Gold in the 50

meters would enhance her marketability, but she's in good shape as it is."



    -- Misty May-Treanor and Kerri Walsh (beach volleyball): "As

demonstrated by celebrity-athletes like Muhammad Ali, Tiger Woods, and

Michael Phelps, dominance -- when done right -- is extremely marketable.

Misty and Kerri do it right. Their ability to work as a team is appealing

to brands. Their sport is more fun than many of the more traditional

Olympic sports, which appeals to a younger audience. They've also gotten a

lot of TV time, so they're familiar to a lot of U.S. consumers. Of course,

that's no accident. NBC has clearly recognized their appeal."



    -- Jason Lesak (swimming): "His remarkable come-from-behind performance

on Monday morning may not win him a slew of endorsement deals, but I

wouldn't be surprised if he picks up some because of it. At 32, his success

ensures him of a post-Games career in some capacity whether it's as a

broadcaster or motivational speaker."



    -- The U.S. Men's Gymnastics Team: "Collectively, I think they may have

some marketability, especially if the U.S. women do well tonight. It

would've helped their cause, collectively and individually, if they

could've held on to the second position last night and won the Silver.

Regardless, they did something in the team competition that no one would

have believed possible as they overcame injuries to two key teammates,

including former Gold medalist Paul Hamm. That's the kind of inspirational,

against-all-odds, unscripted Olympic story that appeals to Americans and

our values. It's also what makes the Games, and sports in general,

appealing to brands. The 1980 Hockey Team, Mary Lou Retton, Kerri Strug --

these are the stories that really captivate an audience and provide a

platform for creating instant and sustained marketability."



    Sanford added that a number of other U.S. Olympians, including track,

boxing, and wrestling athletes, could develop into strong endorsers over

the next several days and into the medal rounds."



    Unlike Peyton Manning, Derek Jeter, or LeBron James who get attention

for half the year or more for a decade, for most Olympic athletes, the

spotlight's only on for these few weeks in August and that's it," said

Sanford. "They've got this small window to capture our attention and make

themselves memorable."



    Contact: Chris Anderson






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