SBD/5/Sponsorships Advertising Marketing

SKIING'S TOP ENDORSERS: THERE'S GOLD IN THEM THAR HILLS!

     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).
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Fila USA, Nike, Washington Nationals

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