Phelps' Olympic Run Generates $24M Of Exposure For Sponsors

U.S. swimmer Michael Phelps' performance at the Beijing Games, in which he won eight Gold Medals, saw brands associated with Phelps amass a combined $19M of in-broadcast exposure value during NBC's primetime telecasts, and another $5.1M of brand exposure from articles in print publications and on the Internet, according to research by Joyce Julius & Associates. Nike, Speedo and Visa logos combined for 12 minutes, 41 seconds (12:41) of on-screen time exclusively from apparel worn by Phelps during NBC's coverage from August 9-16 (Joyce Julius).

STAR POWER: CNBC.com's Darren Rovell in his Beijing Games wrap-up lists the 25 most marketable Olympians from this summer's Games, topped by Phelps. Jamaica sprinter Usain Bolt, who won three Gold Medals and set three world records comes in second, followed by U.S. gymnast Nastia Liukin, China diver Guo Jingjing and Australia swimmer Stephanie Rice (CNBC.com, 8/24).

SI To Sell Posters Of Phelps Cover

HIGH HURDLES: In Portland, Rich Read reports Nike managers have "decided not to complain to the Chinese government about an Internet user who suggested they had forced [China hurdler Liu Xiang] to pull out" of the 110m hurdles. Nike Dir of Global Issues Management Vada Manager denied the report and said that Nike "wanted to declare the blogger's allegation concerning Nike-sponsored Liu false" (Portland OREGONIAN, 8/25). In L.A., Mark Magnier reported Liu is "expected to keep most of his endorsement deals -- which amounted to more than $20[M] last year." Liu has deals with such int'l companies as Nike, Cadillac and Coca-Cola. Meanwhile, China's first gold medalist at the Games is "considered a sign of good luck," and weightlifter Chen Xiexia is expected to receive over $1M, houses and cars for winning the nation's first Gold of these Olympics (L.A. TIMES, 8/23).

Watch Coca-Cola's "Unity" TV Spot

COMMERCIAL SUCCESS: In N.Y., Stuart Elliott reviews several creatives that were prevalent during the Games. Elliott awards Coca-Cola a Gold Medal, as the company's "Coke Side of Life" campaign had "more hits than misses" with its ads "infused with eye-catching animation." Elliott also awards Lenovo a Gold Medal, as its spot "featuring dozens of sumo wrestlers who improbably transform into an airplane and take flight, demonstrating the light weight of the Lenovo ThinkPad, was charming." United Airlines receives a Gold Medal for "some of the best Olympic commercials" -- the airline's spot "featuring an orchestra of sea creatures was superb." Also, Elliott awards Visa a Gold for its "uplifting tales of Olympians past and present, delivered in a plummy voice by the actor Morgan Freeman." But McDonald's receives a Lead Medal for spots that "compared workers at McDonald's making sandwiches to athletes competing in Olympic sports." Elliott: "It is hard to believe a fast feeder wants to liken eating its menu items to exercise" (N.Y. TIMES, 8/25).

BRAND DEFINITION: Anheuser-Busch shared the its Olympic beer sponsorship with Tsingtao and Beijing Yanjing Brewery Co., and in St. Louis, Jeremiah McWilliams noted there was speculation prior to the Games "that the presence of three beer sponsors ... would confuse drinkers and dilute the value" of A-B's investment. However, A-B VP/Global Media & Sports Marketing Tony Ponturo said that "that hasn't been the case." Ponturo: "I think it's worked out well." McWilliams noted Club Bud in Beijing was "rocking with past and present Olympians," including Phelps, former U.S. Olympians Carl Lewis and Evander Holyfield, and USOC and NBA officials (ST. LOUIS POST-DISPATCH, 8/24). A-B has an equity investment in Tsingtao, and Ponturo said in a Q&A with SportsBusiness Journal's Tripp Mickle the joint effort "is helping elevate sort of what is the premium image of beer by sponsoring that. I think it’s worked well. ... Our people told us at the Opening Ceremonies that we had at least half of the concession that was actually purchased" (THE DAILY).

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