At a time when merchandising deals "can seem as central
to an athlete's career as his or her physical condition," a
personal Web site is no longer "just a virtual scrapbook,"
but instead has become a "means for the athletes to keep
themselves in the public view, to supplement whatever
exposure the traditional media afford and, ultimately, to
show corporate sponsors the robustness of their fan base,"
according to Steven Zeitchik of the INDUSTRY STANDARD.
Retired gymnast Kerri Strug will be attending the 2000 Games
"not to compete" but rather to build "her online brand."
Strug, who "will spend much of her time at the Games
updating her diary" on www.Kerristrug.com: "I'm going to
tell people about my trip and about my take on the
gymnastics competition. I think people want to know what
it's like to see the Olympics from a different perspective."
Nashville-based agent Ray Flynn is "one of the few agents to
put a priority on Web strategy." Flynn's clients include
Donovan Bailey, Amy Acuff and Marla Runyan, and "some
predict" Runyan's fame "could reach Strug-like proportions
in Sydney." Flynn says that to achieve this, "it's not
enough to rely on NBCOlympics.com." Flynn: "The [personal
Web] sites give us a better opportunity to close deals, to
make things happen commercially." Zeitchik noted the Web
"also offers a chance for athletes to reinvent themselves,"
as Strug will "look to position herself online as a fitness
guru." Strug, on a Web strategy: "It's very advantageous to
athletes who aren't as well-known and want to get some
exposure." Zeitchik: "And a lot easier than tearing up an
ankle" (INDUSTRY STANDARD, 8/24).
