Each day during the Olympics, THE DAILY offers our take on the business performances of some of the people, sponsors, broadcasters and other entities around Rio.
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GOLD: KATIE LEDECKY -- The new face of women’s swimming in America is simply a machine in the water, collecting her third Gold Medal of these Games last night in the 800m relay. And that is before arguably her best event, the 800M freestyle, in which she took Gold in London. Agents and brands will be salivating to be part of Team Katie whenever she decides to go pro between now and '20.
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SILVER: BMW MINI -- BMW perfectly uses a diverse lineup of athletes such as fencer Ibtihaj Muhammad, boxer Claressa Shields and swimmer Cullen Jones not only to push its brand but to reject negative stereotypes through its “Defy Labels” mantra.
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BRONZE: USOC -- The organization has a great jump on sponsor renewals, signing four of them in recent weeks. No rest for the weary, though, as it still has 11 spots to line up for deals through '20, for which CMO Lisa Baird and others are working diligently.
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TIN: GOLF -- Golf returned to the Olympics for the first time in 112 years today, but you sure could not tell by the caliber of field -- or the number of fans on the course. Jason Day, Jordan Spieth, Dustin Johnson, Rory McIlroy, Adam Scott and a host of others skipped the event, many using Zika as a popular reason why. When a sport’s biggest stage is not the Olympics, there are going to be problems drawing the best competitors. We understand why, but it is still disappointing.
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