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Marketing and Sponsorship

Agency Buys Full-Page Ad In SI To Promote Paralympian As Public Speaker

In an unusual move, Chicago Sports & Entertainment Partners bought a full-page ad in the Sept. 26 issue of SI to advertise client Melissa Stockwell as a public speaker. Stockwell, who won a Bronze Medal in the Paralympic triathlon earlier this month, is the first American female soldier to lose a limb in active-duty combat in Iraq. CSEP, a three-person agency focused on Olympic sports, took the costly step of paying from its own pocket for the ad, but is confident in the payoff. CESP Partner Patrick Quinn said, "To her credit, she has worked really, really hard on it, and the result is she is now really, really good at it. So while this is a gamble, it’s a very educated gamble on our part and we believe this is a significant revenue stream for our client.” A full-page, full-color ad in SI costs between $177,000-446,000, depending on the distribution, according to the public SI media kit. Quinn said they paid far less than the top end of that range. The ad has generated six solid leads so far, he said. Stockwell makes $20,000 per appearance. Paralympians in general are in high demand as corporate and public speakers, sponsors and agents say, blending the appeal of a medal winner with heroic personal stories of overcoming odds. “We’ve never done it before, so I do think it’s unusual, though unlikely that’s it’s unprecedented,” Quinn said. "I’ve never seen this sort of ad before for an individual athlete that wasn’t tied to another brand.”

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