Lindsey Vonn Could Ride Momentum To Marketing Gold Next Year
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U.S. Skier Lindsey Vonn
Appears In Alka-Seltzer Ads |
U.S. skier Lindsey Vonn has “set herself up to be the most visible face of the U.S. Olympic team in the buildup” to the ’10 Vancouver Games, according to John Meyer of the DENVER POST. Vonn, who Wednesday became the first American woman to win two World Cup overall ski championships, is “photogenic, articulate, candid and a willing role model.” No one on Team USA “worries about her skiing ‘wasted,’” as U.S. skier Bode Miller told CBS' "60 Minutes" prior to the '06 Turin Games. There are “no superstar American figure skaters threatening to pull the spotlight away from her … and popular snowboarder Shaun White competes in only one event.” IMG’s Sue Dorf, who reps Vonn, said, “The general public has a thirst for something new, and I think Lindsey is going to quench that. To the vast majority of Americans, she will be new. She is going to be a very intriguing story in light of her accomplishments, in light of how beautiful she is.” Meyer noted Vonn also “benefits from a shift in the way the sponsorship game is played.” Sponsors previously “lined up to sign athletes after Olympic glory made them stars,” but companies now “concentrate on promoting likely stars as interest builds before the Games” (DENVER POST, 3/12). In Utah, Brad Rock reports Vonn is "heading on a media tour this month." Vonn already appears in an ad for Alka-Seltzer, and she said, "I think people are starting to pay more attention to skiing because of my success. There are a lot of things going on. ... A lot of it has to do with an Olympic year coming up, but at the same time, it's nice to get the recognition and know people are supporting you and wishing you well" (DESERET NEWS, 3/13). ESPN's Tony Kornheiser said, “She may be Michael Phelps next year at the Winter Olympics in Vancouver. She may be the next big thing” (“PTI,” ESPN, 3/12).
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