Marketing Deal With Phelps Helped Boost Awareness Of PureSport
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Phelps And Fellow Swimmers Peirsol, Hansen,
Crocker Signed With PureSport Prior To Beijing |
U.S. Gold Medal-winning swimmer Michael Phelps' endorsement deal with Texas-based energy drink PureSport "might go down in the annals of sports marketing as one of the most unusual deals ever," according to Matthew Futterman of the WALL STREET JOURNAL. Prior to the Beijing Games, Phelps and fellow Olympian swimmers Aaron Peirsol, Brendan Hansen and Ian Crocker "agreed to endorse PureSport, a protein mix made by a tiny Austin, Texas, company that didn't exist three years ago." But it is Phelps' "star power that has provided [PureSport parent company] Human Performance Labs LLC with financing and access to scarce shelf space at retailers." PureSport, which was "initially sold through specialty shops," recently began selling at The Sports Authority throughout the country. Human Performance Labs Founder Terry Gilmore said Phelps' association with PureSport was the "clincher" in landing the deal. Futterman notes Human Performance Labs puts Phelps "wherever it can -- on packaging, store displays and in retail store appearances." PureSport "can't afford national television commercials or print campaigns," so Phelps has "become the core of its marketing campaign." Human Performance Labs CEO Michael Humphrey said of Phelps, "We get him for at least seven days a year, and we book the hell out of him." But Platinum Rye Entertainment President & CEO Ryan Schinman said that the "intense connection with a tiny start-up poses a serious risk." Schinman: "If it fails, does he want to be so closely associated with a losing company?" (WALL STREET JOURNAL, 12/3).
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Writers Feel Phelps Was
Award's Obvious Choice |
SPORTSMAN OF THE YEAR: Phelps yesterday was named the '08 SI Sportsman of the Year, and SI Group Editor Terry McDonell said the decision was the "easiest choice I have made." McDonell: "It is so obvious that he changed not only swimming, but also the entire Olympic landscape." In Baltimore, Kevin Van Valkenburg notes Phelps has said throughout his career that "one of the biggest goals was to elevate the sport of swimming into the mainstream." Although Phelps "acknowledged during the Olympics that will be difficult to achieve, it's fair to say he has raised the sport's profile considerably." USA Swimming Exec Dir Chuck Wielgus: "USA Swimming has seen unprecedented growth at many of our 2,700 swim clubs across the country since the 2008 Olympic Games. We know that we owe this post-Olympic membership boost in large part to the awe-inspiring performances by Michael and his Olympic teammates this past summer" (Baltimore SUN, 12/3).
THE RIGHT CHOICE: In Hartford, Matt Eagan writes of Phelps being named SI Sportsman of the Year, "The selection is not a controversial one." In a non-Olympic year, there "would have been votes" for NFL Giants QB Eli Manning, golfer Tiger Woods or Celtics F Kevin Garnett, but "none matched Phelps' domination." SI made the "obvious, and proper, choice" (HARTFORD COURANT, 12/3). Former Chicago Sun-Times columnist Jay Mariotti: “This country needed a sports hero after steroids and fixing scandals, all the messes in sports. This guy captivated the country.” ESPN’s Jackie MacMullan: “I can’t remember an athlete that’s had the effect on the American public in the last few years the way he did.” L.A. Times columnist Bill Plaschke: “Everything good about sports was Michael Phelps” (“Around The Horn,” ESPN, 12/2). ESPN’s Michael Wilbon: “This seems to me to be a no-brainer” (“PTI,” ESPN, 12/2). ESPN Radio 1070 Indianapolis' Kent Sterling writes under the header, "Michael Phelps Is Most Deserving Sportsman Of The Year Ever" (1070THEFAN.com, 12/3). But in Michigan, Pardeep Toor wrote, "Does this award even mean anything anymore?" (MLIVE.com, 12/2).
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