Speedo is one of Laura Wilkinson's main sponsors.

Laura Wilkinson, in her last Olympics, heads into today's 10-meter platform finals in sixth place, having won gold in the event in the 2000 Sydney Games. While diving certainly is among the sports that get little U.S. exposure between Olympics, it could end up being one of the crucial battlegrounds in the unofficial U.S.-China medal count rivalry, and a strong finish could catapult Wilkinson to the forefront of U.S. Olympic coverage.

Wilkinson’s agent, Octagon’s Janey Miller, described Speedo as Wilkinson’s “biggest sponsor, and her most important, because their commitment to the sport of diving has allowed Laura to stay in the sport.”

Wilkinson not only wears Speedo, which has sponsored her since August 2002, but actively promotes its products on her Web site. Speedo also uses Wilkinson in online ads and in catalogues. Although there is “so much more they’re doing in swimming,” Speedo “recognizes the importance of keeping diving alive in the U.S.,” according to Miller.

Diving in the U.S., in Miller’s words, is “one of those sports everyone turns to during the Olympics, but after, it’s a little bit difficult to maintain that visibility.” However, host country China has won more gold medals in diving than in any other sport, making the competition in Beijing likely “one of the most highly contested of any Olympics.”

David Barron, who has covered Wilkinson for her hometown paper, the Houston Chronicle, said, "If the contest is close, it could be pretty gripping." Miller points out that the high-stakes element was likely a factor in NBC’s decision to feature Wilkinson on one of its TV spots promoting Olympic coverage. Wilkinson will be competing against many divers who are much younger, and Miller says Wilkinson’s longevity demonstrates a “strength of character and depth of talent” that would appeal to potential sponsors.

In a recently signed deal, Wilkinson will endorse Johnson & Johnson’s AcipHex, a prescription medicine for acid reflux disease, which Wilkinson herself suffers from. Look for J&J to activate in the near future. Miller lists beauty products and personal care among the categories she would like to fill for Wilkinson, and said several deals “are in the works.”

She described Wilkinson as a “natural beauty,” but also noted her skill as a speaker and strong Christian faith as attributes that could attract sponsors. Laura is experienced as a motivational speaker, having traveled the country and talked to teen girls as part of the faith-based Revolve Tour. Miller described Wilkinson’s speaking as a “real focus for us” in terms of garnering exposure, and said Wilkinson “really embraces” being a role model.

Barron said given the status of diving in the U.S., Wilkinson "probably does not rank among the top tier of potential spokespeople. When it comes to character and substantive issues, however, I think any company would be well-served by being associated with her."