By winning a gold medal in her first Olympics, Tara
Lipinski "ensured herself a consistent stream of commercial
opportunities over at least the next four years," according
to Amy Shipley of the WASHINGTON POST. Figure skating agent
Michael Rosenberg estimated that Lipinski -- who already has
deals with Campbell's Soup, Mattel, Chevrolet, DKNY and
Minute Maid -- could make between $10-12M over the next four
years (WASHINGTON POST, 2/22). Burns Sports President Bob
Williams said Lipinski could earn $20M over her career.
Blackman & Raber's Marty Blackman said that while Lipinski's
age "limits her commercial appeal," she will probably make
$1M or more from appearances and exhibitions and "may get a
TV special" (Skip Wollenberg, AP/AKRON BEACON JOURNAL,
2/22). Sports Marketing Letter Publisher Brian Murphy said
that if "marketed right," Lipinski could earn as much as
$2M-$3M a year (NEWSDAY, 2/22). But in Seattle, Elliott
Almond wrote that some marketing experts suggest Lipinski's
draw "could be limited because of her age" (SEATTLE TIMES,
2/22). Stars & Strategies' Sue Rodin: "Today Tara Lipinski
hit the jackpot. She hit the lottery" (NBC, 2/20).
WHAT'S NEXT? Lipinski's agent Mike Burg, of NC-based
Edge Sports, called her "one of the more marketable female
athletes in the world," and added that "there is no basis of
comparison." Burg: "We've sat down and said, 'Let's do the
right thing.' We've seen some of the bad moves made by name
skaters in the last four years. ... She won't make them."
Lipinski could tie-in with Olympic-related sponsors if she
decides to compete again in 2002. Burg: "Visa might want a
tie-in with a prominent Olympic athlete. If she doesn't
stay for Salt Lake, then, for example, does American Express
want a skating athlete?" (PHILADELPHIA INQUIRER, 2/22).
Burg also said that he thinks Lipinski and silver medalist
Michelle Kwan could do an endorsement together (Pat Borzi,
Newark STAR-LEDGER, 2/22). Lipinski will tour with the Tom
Collins' "Tour of Champions," where she could earn about
$10,000 per night. In Minneapolis, Jay Weiner reported that
Lipinski is also scheduled to be on the cover of People
Magazine next week and will present an award at the Grammy's
on Wednesday (STAR TRIBUNE, 2/22). Campbell's Soup took out
a full-page ad in USA TODAY welcoming home its skating
sponsors. The ad reads: "Welcome Home. Tara, Nicole and
Michelle, we kept your soup warm" (USA TODAY, 2/23).
ANYONE ELSE TO STRIKE GOLD?: In Denver, Bob Kravitz
reports that after Lipinski, the Olympic "marketing curve
dips precipitously" (ROCKY MOUNTAIN NEWS, 2/23).
