Gymnasts Johnson, Liukin Dueling For U.S. Sponsorship Spotlight
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Can Johnson (l), Liukin Share
Marketing Spotlight In U.S.? |
U.S. gymnast Shawn Johnson's agent, Shade Global's Sheryl Shade, said that Johnson and U.S. gymnast Nastia Liukin appeal to "different demographics" and that there are "no worries about one of them stealing sponsors from the other," according to Juliet Macur of the N.Y. TIMES. Shade: "I think American will embrace the two of them because they're very different personalities." But Premier Management Group's Evan Morgenstein, Liukin's agent, "thought it less likely that the two could share the spotlight." Morgenstein said of Liukin, "There's only one America's sweetheart that comes out of the Summer Games -- and she's it" (N.Y. TIMES, 8/21). Liukin currently has 15 sponsors, and Morgenstein said, "She's got the ability, if this thing is handled right, to be iconic." In Dallas, Kate Hairopoulos notes Liukin's accomplishments include the "Wheaties box cover, an appearance on 'The Tonight Show With Jay Leno' scheduled for Tuesday and a 40-city gymnastics tour in September" (DALLAS MORNING NEWS, 8/21). But in Des Moines, Nancy Stockdale reports Johnson also is "apparently headed for the front of the Wheaties box." Shade yesterday said, "We hope a cereal company will be announcing in the next few hours. You can guess which one." Shade added that Johnson's popularity "has skyrocketed and opportunities are pouring in." Shade: "There are varied opportunities. Television, speaking, college, she can do whatever she wants" (DES MOINES REGISTER, 8/21).
RICE IS NICE: In Melbourne, Jewel Topsfield writes Australia swimmer Stephanie Rice is a "marketer's dream." Experts predict that Rice, with "her three gold medals in world record time, sassy smile, saucy spread in lads' magazine FHM and party girl reputation, will reap the lion's share of the endorsements." IBISWorld estimated that Rice "will rake in up to [US$391,568] per sponsorship deal." Australia's Monash Univ. professor Michael Morrison: "She ticks all the ingredients of marketing. She won Australia's first gold medal at this Games and Australia's 400th gold medal [overall], she is young, attractive and has a great personality" (Melbourne AGE, 8/21).
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