SBD/5/Sponsorships Advertising Marketing
KWAN'S MARKETING POTENTIAL STILL GOLDEN, AS IS TARA'S
Published March 5, 1998
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).