U.S. gymnast Simone Biles is "one of the biggest new stars to come out of the 2016 Olympics" following her record performance, and as her "star power grows, so do her projected earnings" in endorsements, according to Tanya Dua of DIGIDAY. Biles arrived in Rio with deals already worth approximately $2M, but after winning a U.S.-record four Gold Medals and five Medals overall, she is "suddenly a household name." Biles has appeared in a “range of TV, print and online campaigns for brands like Procter & Gamble’s Tide, United Airlines, Hershey’s, Core Power and GK Elite Gymnastics.” She is a “draw for brands for her strength, clean-cut charm, approachability and sizeable social media footprint.” Biles has “more than 408,000 fans on Twitter, over 497,000 fans on Facebook and over 1.8 million followers on Instagram, where she posts and engages with her fans several times a day.” While it is “too early to estimate a direct impact on sales, the brands associated with her have seen a tremendous lift in digital.” Amobee Intelligence noted there was 37 times more digital content engagement around Special K Red Berries “once it was announced" that Biles would be on its box. Of the total mentions that the brand got, 90% specifically mentioned Biles between Aug. 5-15. Biles has also been the “most valuable athlete for Nike, in terms of digital awareness.” From the start of the Games through Monday, Biles was mentioned in 18% of all Rio-related digital content engagement for Nike -- the “most around any athlete under contract with the brand around the event" (DIGIDAY.com, 8/16).
TEENAGE DREAM: QUARTZ’ Ashley Rodriguez noted U.S. gymnast Laurie Hernandez, who claimed a Silver Medal in the balance beam to go with a Gold as part of the team competition, is “attracting serious attention from the marketing world with her charisma and team spirit.” The 16-year-old, who is a “marketing juggernaut in the making,” turned pro on the eve of the Games and signed with Sheryl Shade of Shade Global. United Entertainment Group Head of Sports & Entertainment Erin Weinberg said that she is “hearing some buzz” in Rio about Hernandez from agents and marketing reps who may be “looking to sign deals with her when the Olympic blackout period ends” on Aug. 24. Sports marketing agency Leverage USA Exec VP & GM/Partnership Kevin McIntyre said, “She’s got a lot of personality. ... And she’s Hispanic-American which is a huge demographic that’s only growing and advertisers want to reach.” Rodriguez noted Hernandez’ marketability could be “especially potent with families and the coveted 18-to-24-year-old crowd in the US.” She also is more of an “emerging talent than a bona fide star," meaning deals with her "will likely be more affordable than that of her more experienced teammates” (QZ.com, 8/12).
WELCOME TO LIFE IN THE SPOTLIGHT: USA TODAY's Rachel Axom notes the "real whirlwind hasn’t quite started yet" for the U.S. women’s gymnastics team, but that "will change now" that competition at the Rio Games has concluded. The team will soon visit NBC's "Today" show at Copacabana Beach, "followed by a trip to New York for more media appearances." Meanwhile, Freeform's "Pretty Little Liars" invited Biles "for a visit," and a 36-city tour "begins in mid-September." Raisman, who went through a similar schedule after the '12 London Games, said, "Your life is definitely going to change very drastically. ... It’s really exciting and fun to meet so many amazing people to work for brands that you believe in and to be able to meet little gymnasts around the world. We wouldn’t trade it for anything. It’s nice to have your hard work recognized” (USA TODAY, 8/17). Biles "knows the next few months will be a whirlwind of appearances and red carpets," and the "star treatment has already started, with celebrity crush Zac Efron flying to Rio to meet her" last night (USA TODAY, 8/17). In Houston, David Barron notes after the tour this fall, Biles plans to "take some time away from the gym and to consider her future, including, potentially, college at UCLA" (HOUSTON CHRONICLE, 8/17).
THEY CAME, THEY SAW, THEY CONQUERED: In Boston, John Powers writes this was the "greatest Games ever for the United States women’s squad, a nine-medal motherlode that included golds in the team, all-around, and vault events." It was the "most dominant showing by one country" since Olga Korbut and the Soviet Union won 10 medals in the '72 Munich Games (BOSTON GLOBE, 8/17). SPORTS ON EARTH's Julian McWilliams notes no team heading into Rio was "expected to crush opponents like the U.S.," and they "certainly lived up to those expectations and then some" (SPORTSONEARTH.com, 8/17). SI.com's Michael Rosenberg noted the team's showing "was an even greater testament" to U.S. women's gymnastics National Team Coordinator Marta Karolyi "as she heads into retirement." USA Gymnastics President & CEO Steve Penny has yet to name a successor for Karolyi, and while it is a "big decision," it might not be "quite as big as it seems." Rosenberg: "The system will be in place -- only a fool would dismantle it. The U.S. will be in great shape no matter whom Penny chooses" (SI.com, 8/16).
