Marketers have been tracking athlete performances in Rio to see "who could shine as a spokesmodel," and fashion and beauty execs "are no exception," according to Tran & Brown of WOMEN'S WEAR DAILY. Iconix Brand Group Senior VP/Men's Fashion Vinny Nesi said that some of the athletes he was "keeping an eye on" were Bronze Medal-winning U.S. beach volleyball players Kerri Walsh Jennings and April Ross. Tran & Brown noted fashion brands’ interest in this year’s Games "could be growing due to the strengthening link between sports and the apparel industry." Aeropostale "unveiled its back-to-school denim campaign" featuring U.S. gymnast Aly Raisman, who won Gold in '12, in June before she was even named as a returning member of the U.S. Gymnastics team. Artist & Brand Management Talent Brand Manager Andy Hohl said that he "expected the 'Final Five' gymnasts from the Rio Games to see deals that are valued at six and seven figures." Speculation is mounting about "which beauty brand will nab" Gold Medal-winning U.S. gymnast Simone Biles. Burns Entertainment & Sports Marketing CEO Bob Williams "singled out" 17-year-old U.S. hurdler Sydney McLaughlin as an athlete "on the rise who could be attractive to beauty brands in the future" (WWD.com, 8/18).
IF I HAD A MILLION DOLLARS: In L.A., James Peltz notes other than established stars such as Michael Phelps and Usain Bolt, Olympians "have a brief window of opportunity -- most likely a few weeks -- to sign potentially lucrative endorsement deals once the Games are over." Experts said that "most medalists won’t get rich from their efforts" because corporations looking for endorsers know the athletes "don’t maintain the attention paid to traditional sports." Marketing Arm Managing Dir Matt Delzell said, "The shelf life is so short for Summer Olympians because the timing is so bad. We’re two weeks away from college football and the NFL ... so it’s a terrible time." Navigate Research VP/Analytics Matt Balvanz said that for most Olympians, "'it’s just tough' to land sponsorship deals, not only because they’re no longer on television but also because they’re less likely to maintain the buzz on social media that advertisers now crave." Some Olympic athletes "find ways to stay in the public’s eye ... by appearing on TV shows, making public appearances or joining the broadcasting field." 21 Sports & Entertainment Market Group Founder & CEO Rob Prazmark said, "Don’t measure it by how much money they make this year. Their value as an Olympian doesn’t end after they win gold, it’s how they work their Olympic achievements" (L.A. TIMES, 8/19).
CASHING IN: USA TODAY's Rachel Axon notes Phelps and Biles "will profit handsomely for their successes." However, other less-known athletes also "can leverage their medals and their stories." PR consultant Joe Favorito said, "It's going to be different. I don't think you're going to see 25 athletes making seven figures. I think you're going to see 50-75 athletes who can make good money." Axon notes beyond trips to the podium, athletes can "distinguish themselves with big personalities and stories that transcend their sport and the Games" (USA TODAY, 8/19).
