Cubs Pull World Series Ticket Offer To Aldermen NBA, Union Nearing Deal To Extend CBA Westbrook, Irving To Endorse Mountain Dew San Diego State Names Wicker AD NBA Renews Deal With Kumho Tire Scottrade Center To Bear TD Ameritrade Name CBS Leads Week 8 College Football Kraft Mum On Political Lean For Election World Series Secondary Tickets At Super Bowl Levels DFS Sites Near Settlement With N.Y. Attorney General
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).