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SBD/5/Sponsorships Advertising Marketing
SKIING'S TOP ENDORSERS: THERE'S GOLD IN THEM THAR HILLS!
Published December 5, 1995
An Olympic gold medal in skiing can mean millions, according to this month's SNOW COUNTRY. John Steinbreder assembled detailed financial information on skiing's most recent Olympic medal winners, and profiled their sponsorships, with estimated income. A sampling: MOE MONEY: Tommy Moe, who won the gold and silver at the '94 Winter Games, will pull in an estimated $1M in '95 through sponsorships with companies that include Dynastar, Lange, Salomon, Kerma, Bristol Bay Salmon, Spyder, Gargoyles and Jackson Hole. Experts say Moe "could have done even more," but has "repeatedly said he intends to concentrate on his ski racing career first, and making money second." SUNNY SIDE OF THE STREET: Picabo Street, who won a silver at Lillehammer and the '95 World Cup downhill will earn an estimated $500,000 this year. Steinbreder reports Street "is on track to become the most successful U.S. woman skier of all time, if not on the hill, at least off it." Street's sponsors include Rossignol, Lange, Marker, Sun Valley and Nike -- with whom she is cooperating with on a cross-training shoe development and marketing project. Steinbreder predicts Street "may rival Moe in the future" in earnings, but for now, European-based equipment suppliers "have traditionally paid higher fees to male skiers," which comes from higher TV ratings in Europe. THE JORDAN OF SKIING: Italy's Alberto Tomba, who has won five Olympic medals and 44 World Cup races, will total an estimated $10M in '95, with sponsors including Rossignol, Lange, Look and Fila. Steinbreder writes Tomba "is in a class by himself" among ski endorsers, and "has endorsement deals in virtually every product category in Europe." Steinbreder also notes that Olympic gold medalist Donna Weinbrecht, a freestyle skier, will make an estimated $125,000 in '95, because "freestyle isn't as popular as alpine skiing" (SNOW COUNTRY, 1/96 issue).