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SBD Global/February 26, 2014/Marketing and Sponsorship

U.S. Skier Shiffrin Seeking Asian Sponsorships Ahead Of 2018 PyeongChang Games

U.S. skier Mikaela Shiffrin is looking to bank off her Olympic success.
Sports agent Peter Carlisle, who represents U.S. alpine skier Mikaela Shiffrin, is "now seeking sponsors -- especially ones that appeal to an Asian audience," according to Turner, Novy-Williams & Coleman-Lochner of BLOOMBERG. Shiffrin, an 18-year-old with "TV-ready looks," won the women’s slalom event in Sochi -- emerging "as the most marketable star of the Olympics," according to Baker Street Advertising exec Bob Dorfman. Carlisle: “With the performance that she had, companies and brands in numerous categories have expressed interest.” Carlisle said that "it's important to start building awareness early" ahead of the 2018 PyeongChang Olympics. He "declined to say what brands had discussed a Shiffrin sponsorship," though he did name Samsung "as the kind of company that would make sense." Carlisle: “You’re talking about a company that’s invested in the Olympic space, is global and is based in Korea” (BLOOMBERG, 2/25).
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