U.S., NBC Lose One Of The Most Marketable Olympians In Kwan

How Will Kwan’s Withdrawal Impact NBC, Sponsors?

U.S. Olympic figure skater Michelle Kwan’s withdrawal from the Turin Games “is a marketing disaster,” according to Darren Rovell of ESPN.com. Kwan is the lead athlete and one of four Olympians in Coca-Cola’s marketing campaign, and one of 15 athletes included in Visa’s Olympics marketing program. Kwan is featured in a 30-second Visa spot with other athletes and another 15-second ad scheduled to break today. Visa Dir of Corporate Relations Michael Rolnick said that the spots “will still run as planned.” Rolnick: “The spots are still a great demonstration of the company’s new brand positioning.” Rovell wrote Visa is “better off than Coke,” as Kwan’s image “is associated with many of Coca-Cola’s brands through in-store promotions and commercials.” Coca-Cola spokesperson Susan McDermott: “In light of the fact that Michelle is no longer competing, we will no longer be airing those spots” (ESPN.com, 2/12). Kwan was voted the most marketable U.S. athlete at the Turin Games in a survey commissioned by THE DAILY.

EFFECT ON NBC: NBC Universal Sports & Olympics VP/Communications & Marketing Michael McCarley said that NBC asked Kwan to join the broadcast booth, but she “turned down the job offer, saying she didn’t want to be a distraction for remaining members of the U.S. Olympic figure skating team.” MediaWeek’s Marc Berman said that Kwan’s withdrawal “will most hurt NBC in attracting casual viewers” (AP, 2/12). In DC, Tony Kornheiser writes Kwan’s departure “leaves NBC without a recognizable face to sell to the American public in women’s figure skating. ... Who’s going to keep people watching the Olympics later this week? Especially against ‘American Idol.’ ... The real reason Kwan was put on the team was to get ratings” (WASHINGTON POST, 2/13). Sports Illustrated's Ed Swift said Kwan’s withdrawal means “less viewership probably, which means less attention to U.S. skating, which was already suffering from a lack of attention. She was very much the draw, and has been for the last ten years" ("Early Show," CBS, 2/13). In Denver, Joanne Ostrow: “Kwan was the one NBC banked on, and it will be a long fortnight without her” (DENVER POST, 2/13). But in Ft. Lauderdale, Jim Sarni writes Kwan “wasn’t expected to medal.” Sasha Cohen, a “star in her own right, is a compelling story that will no longer be overshadowed” (Ft. Lauderdale SUN-SENTINEL, 2/13).

COVERING THE KWAN-DARY: In N.Y., Richard Sandomir writes NBC “mobilized to cover Kwan’s withdrawal as if it were a news crisis.” NBC Universal Sports & Olympics Chair Dick Ebersol “was awakened at 8:15am in Turin, six hours after Kwan’s new injury was diagnosed.” Ebersol then “roused Bob Costas from his sleep 45 minutes later to return to the Turin studio to interview Kwan, with [figure skating analyst Scott] Hamilton, for the ‘Today’ show.” Sandomir adds NBC now “will no doubt focus on Cohen and Kimmie Meissner, but it will have a wild card to promote: Emily Hughes.” An NBC camera “is already posted outside the Hughes family’s house [on Long Island], waiting out the blizzard to watch her leave or shovel her driveway” (N.Y. TIMES, 2/13). On Long Island, Neil Best writes NBC “showed that other than for event results, it is willing and able to behave as a real newsgathering organization.” Kwan’s news conference was on NBC at 5:30am ET (NEWSDAY, 2/13).

Pundits Question Ueberroth’s Comments On Kwan

CLASS ACT: In Ft. Lauderdale, Mike Berardino writes under the header, “Classy Kwan Makes Right Call.” Berardino: “For all the grace Kwan has shown on the ice across a highly decorated figure skating career, never has she been more breathtaking than she was late Sunday morning” (SUN-SENTINEL, 2/13). In Chicago, Jay Mariotti writes Kwan “made a life decision that oozed of dignity, selflessness and a grasp of the five-ringed ideal that hypocrites like Bode Miller never will understand” (CHICAGO SUN-TIMES, 2/13). In San Jose, Ann Killion writes Kwan “ended her Olympic career the way she began it, with grace and class, without whining or self-pity” (SAN JOSE MERCURY NEWS, 2/13). In St. Louis, Bryan Burwell writes Kwan’s “class and good sense ... separates her from all the other alpha athletes of our generation who never could figure out that they were wagering an impossible war against the unbeatable foes of age and injury,” like Michael Jordan, Muhammad Ali, Joe Namath, Larry Bird and Jerry Rice (POST-DISPATCH, 2/13).

MISPLACED PRAISE: After Kwan’s withdrawal, USOC Chair Peter Ueberroth said she “means more to the [USOC] than maybe any athlete who’s ever performed.” But in Atlanta, Jeff Schultz writes, “I’m assuming five minutes with a history book, particularly the chapter on Jesse Owens, isn’t a prerequisite for Ueberroth’s job. Either that or he’s as lost as she is. ... This must go down as one of the most pathetic affairs in Olympic history.” U.S. skating officials “should have known better. Kwan should have acted better [by not accepting a spot on the team]” (ATLANTA CONSTITUTION, 2/13). In New Jersey, Adrian Wojnarowski: “Ueberroth has lost his mind. ... He isn’t discussing her value in accomplishments and character, but something these Olympic suits value far more: ratings and revenue” (Bergen RECORD, 2/13). In N.Y., Harvey Araton: “Someone should introduce [Ueberroth] to Eric Heiden, or Carl Lewis, or others who have actually won gold medals” (N.Y. TIMES, 2/13). But in K.C., Joe Posnanski writes of Ueberroth, “A little overstatement fit the occasion” (K.C. STAR, 2/13).

WRONG FROM THE START: In Houston, John Lopez writes of the decision to offer Kwan a spot on the team despite her injury and the fact she did not compete in the U.S. nationals, “Fans should feel insulted — none more than American women — that the [U.S. Figure Skating Association] even tried this toe-loop dance around propriety for the sake of Kwan’s legacy. ... From the federation to Kwan’s advisers and ultimately Kwan, they messed this thing up good” (HOUSTON CHRONICLE, 2/13). In Akron, Tom Reed: “When have [rules] applied to the Kwan saga? The USFSA was supposed to select its second and third Olympic candidates based on 2005 performances. Kwan skated in only one meaningful competition, the world championships, where she finished fourth and struggled with the requirements of the new scoring system” (AKRON BEACON JOURNAL, 2/13).