SBD/2/Sponsorships Advertising Marketing
KWAN CARESSES DEAL THROUGH CLEAN IMAGE, GOOD SPORTSMANSHIP
Published March 2, 1998
Michelle Kwan has signed a deal to promote Unilever's Fresh Deodorant Caress soap, according to USA TODAY's Bruce Horovitz. Sports marketing analysts estimate the deal is for under $100,000. Kwan's agent, Shep Goldberg, said that a second "major" endorsement contract for Kwan "will be announced within 30 days." In a sidebar, Horovitz writes that although Kwan won a silver medal at the Nagano Games, she proved that "there's something that may be just as relevant to consumers as winning gold: swell sportsmanship. By finishing a gracious second, Kwan could emerge the surprise winner of the Olympic endorsement derby." Harvard Marketing Professor Stephen Greyser: "Leaving the Olympics with her reputation intact was, perhaps, more important that winning first place" (Bruce Horovitz, USA TODAY, 3/2).