Gabby Douglas, AT&T make quick work after gold-medal efforts

Each day during the Summer Games, SportsBusiness Journal offers its take on the business performances of some of the people, sponsors, broadcasters and other entities around London.

GOLD


Gabby Douglas

At the start of the year, the energetic 16-year-old was a virtual unknown. She didn’t land her first sponsor, Procter & Gamble, until after she won the Olympic Trials last month. But after her gold-medal triumph in the all-around gymnastics competition Thursday, Kellogg’s quickly tabbed Douglas to be on boxes of Corn Flakes this morning. Look for a lot more deals to come her way. To read about her agent, Sheryl Shade, click here.

SILVER

AT&T’s quick turnaround

Within hours of Rebecca Soni setting a world record in the 200 breaststroke on Thursday, AT&T not only used footage of the race in an advertising spot, but it had an actress writing Soni’s winning time on a message board as the ad came to a close. That’s an impressive turnaround by AT&T and its marketing team, and raises the bar on Olympic advertising.

BRONZE

Dow

The company not only has made it through the first week of the Games without activists and the Bhopal tragedy overshadowing its Olympic efforts — thanks in large part to Dow’s improved communications — but it also has a clear eye on Olympic sales, saying it will generate $1 billion in Olympics-related business by 2020.

TIN

Where is everybody?

Government and organizer predictions that the city would be a madhouse has caused many people to stay away, turning much of London into a ghost town. That’s nice for traffic but certainly not good for merchants, taxi drivers, hotels and anyone else who had high hopes for these Games.
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