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Olympic Gymnast, Agent Work As Team To Appeal To Sponsors
Published August 4, 2008
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HAMM WILL STILL BE FEATURED: Even though U.S. gymnast Paul Hamm pulled out of the Beijing Games last week, he has not been forgotten by his key sponsors. Visa has developed a 30-second spot and a Web film starring Hamm, and he is also a key part of the TOP sponsor's "Go World" Web presentation. All commercial spots are expected to run as planned online; apparently they were not definitely set for over-the-air TV. And Visa's "Go World" video will not be altered either. There had been talk that Hamm would be in Beijing after the men's gymnastics competition, as many of his sponsors sought him for hospitality purposes. But his agent, Shade Global's Sheryl Shade, said today that Hamm will stay stateside to prepare for the post-Olympic gymnastics tour. Along with Visa, Hamm also has deals with Johnson & Johnson, Chevron, Hilton, adidas, GK Elite Sportswear and the American Dairy Association for its "Got Milk?" campaign (Jay Weiner, THE DAILY).
ALREADY LOOKING TO LONDON: In N.Y., Holly Sanders reports Visa is "already evaluating its lineup of athletes for London in 2012," as marketers "will start working the phones as soon as Beijing is over." Q Sports Founder Patrick Quinn: "Within two weeks of Beijing, we will have done our first outreach. You have companies that laugh, but you have to do it." Octagon's Peter Carlisle, who reps several Olympians including swimmers Michael Phelps and Katie Hoff, said, "A lot of what you see -- the positioning and the developing of the athletes' images for corporate interests -- is done well in advance of the Games. I'm less interested in signing an athlete after they do well at the Games." Octagon is "looking to prolong the spotlight" for Phelps and Hoff, each considered favorites to win several gold medals, as it is "planning a sponsored media tour for the pair and the firm's other Olympians as soon as the Games wind down" (N.Y. POST, 8/4).