USOC sponsors are “finalizing and announcing rosters of athletes to represent their brands" in advance of the '14 Sochi Games, according to Rachel Axon of USA TODAY. Skier Torin Yater-Wallace, who signed with Target in '11, has since “signed a sponsorship with Kellogg’s and is expected to add other USOC sponsors." Figure skater Evan Lysacek, Alpine skier Ted Ligety and hockey player Julie Chu have “each added three sponsors.” Sled hockey player Rico Roman, “an Army veteran who had his left leg amputated after an IED explosion in Iraq, also has added three USOC sponsors.” Some companies have “chosen to sponsor lesser-known athletes." PMG Sports President & CEO Evan Morgenstein said that lesser-known athletes or “those in less popular sports” can draw “small amounts -- from $7,500 to $30,000 -- from sponsors, while superstars can earn low- to mid-six figures." Axon notes Liberty Mutual, which “became a USOC sponsor in January and has a roster of 13" Olympians and Paralympians, "sought stories of athletes overcoming adversity.” Liberty-sponsored bobsledder Jazmine Fenlator “lost her family’s home in Hurricane Irene” in ’11, and skeleton athlete Katie Uhlaender “overcame the death of her father and shattering her kneecap in a snowmobiling accident to compete in Vancouver.” Sponsors generally look for “a compelling story and medal potential” in a potential brand representative, but “more and more, companies are looking to social media influence.” Agent Brant Feldman said, “At the end of the day, if you don't have a story, a sponsor can't spin that another way" (USA TODAY, 10/8).
RING BEARERS: USANA Health Sciences has signed U.S. ski jumper Sarah Hendrickson, U.S. speedskater Travis Jayner and Candian hockey player Meaghan Mikkelson as its newest brand ambassadors (USANA).
