SBD/5/Sponsorships Advertising Marketing


          The post-Olympic marketing of Michelle Kwan and Tara
     Lipinski is examined by Greg Johnson in the L.A. TIMES. 
     Kwan "won the race" for the first post-Nagano endorsement
     with her deal with Unilever.  Shep Goldberg, Kwan's agent:
     "This isn't a 100-yard dash.  It's more like a marathon. 
     This isn't about Michelle looking to score as quickly as
     possible or to get as much as she can.  Michelle and her
     parents see this as a long-term investment."  Johnson writes
     that despite not winning gold in Nagano, Kwan's marketing
     potential remains "sound."  Also listed is Foote, Cone &
     Belding's forecast on post-Olympic marketing potential, and
     it gives the "Gold" to Lipinski.  FCB's Bob Dorfman: "She's
     a sweet choice for long-term deals."  "Silver" went to
     Picabo Street: "An irrepressible personality with an
     inspiring story ... and, of course, there's that
     unforgettable name."  "Bronze" went to Jonny Moseley, Kwan
     and Cammi Granato.  Dorfman, on Moseley: "He's fresh, funny,
     hunky and very cool on camera" (L.A. TIMES, 3/5).

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