SBD/August 3, 2012/Olympics

Medal Stand: Kellogg's The First Of Many Companies Expected To Partner With Douglas

Each day during the Summer Games, THE DAILY offers our take on the business performances of some of the people, sponsors, broadcasters and other entities around London.

MEDAL
MEDALIST
 

GOLD: GABBY DOUGLAS -- At the start of the year, the energetic 16-year-old was a virtual unknown. She did not land her first sponsor, Procter & Gamble, until after she won the U.S. Olympic Trials earlier this summer. But after her Gold Medal triumph in the gymnastics all-around competition Thursday, Kellogg's quickly tabbed Douglas to be on boxes of Corn Flakes. Look for a lot more deals to come her way. To read about her agent, Sheryl Shade, click here.

SILVER: AT&T'S QUICK TURNAROUND -- Within hours of Rebecca Soni setting a world record in the 200-meter breaststroke Thursday, AT&T not only used footage of the race in an advertising spot, but it had an actress writing Soni's winning time on a message board as the ad came to a close. That's an impressive turnaround by AT&T and its marketing team, and raises the bar on Olympic advertising.

 

BRONZE: DOW -- The company not only has made it through the first week of the Games without activists and the Bhopal tragedy overshadowing its Olympic efforts -- thanks in large part to Dow's improved communications -- but it also has a clear eye on Olympic sales, saying it will generate $1B in Olympics-related business by '20.

TIN: WHERE IS EVERYBODY? -- Predictions from the government and organizers that London would be a madhouse has caused many people to stay away, turning much of the city into a ghost town. That is nice for traffic but certainly not good for merchants, taxi drivers, hotels and anyone else who had high hopes for these Games.

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