Olympics

OLYMPIANS BEAT PRO ATHLETES FOR ROLE MODEL STATUS

5.30.1996

     According to a soon-to-be-released poll by Yankelovich
Partners, consumers prefer Olympic athletes over pro athletes as
role models by more than a 2-1 margin.  Bruce Horovitz of USA
TODAY reports that out of 1,000 polled, 47% consider Olympians as
role models, while only 23% said pro athletes "fill the bill" --
a result that may "serve as a warning to marketers who rely upon
pro stars to hype their wares."  Even though Olympic athletes
often make more than $5M in endorsements, there is a perception
they participate "for love of sport and country" (USA TODAY,
5/30).

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