Cook is being sponsored by Mammoth Mountain Ski Area, where she hosts camps and fundraisersTWITTER
The biggest sponsorships "often go to the top one or two competitors in each sport," but even athletes who "haven’t medaled can get sponsored especially when local businesses take interest," according to Teddy Nykiel of the COLUMBUS DISPATCH. Pyeongchang marks the fourth Games for U.S. alpine skier Stacey Cook, and despite not finishing higher than 11th in any event, she is being sponsored by Mammoth Mountain Ski Area, her "home resort in Mammoth Lakes, California, where she hosts camps, fundraisers and other events." Cook said, "It’s not just, like, ’Hey, sponsor me because I’m on TV. It’s, ’Sponsor me because look at the money that I brought you last year in these events and this is what I plan to bring you next year." Meanwhile, five-time Olympic cross-country skier Kikkan Randall, who is from Alaska "has counted Alaska Seafood, the organization that promotes the state’s fresh fish, among national sponsors including L.L. Bean and Kashi" (COLUMBUS DISPATCH, 2/9).
STAR POWER: Hub Entertainment Research shows that snowboarder Shaun White and alpine skier Lindsey Vonn are the only American athletes to have "significant name recognition with the public" ahead of the Pyeongchang Games. White was "recognized by 53% of the respondents," while Vonn "had a 51% recognition factor." White is "the best bet for a high post-Olympic profile," and if Vonn "performs well, she is the other sure bet for post-Olympics stardom" (FORBES.com, 2/8). In S.F. Ann Killion notes NBC during its broadcast of Super Bowl LII "tried to pump up the Olympics." But most of America "probably only recognized" White and Vonn. Both are "legendary Olympians, but they seem like a page from the past, old friends rather than compelling story lines" (S.F. CHRONICLE, 2/8). TIME's Jennifer Calfas notes Vonn's net worth is "buoyed by more than her prize winnings thanks to her numerous endorsement deals." Vonn has deals with Red Bull, Beats by Dre, Rolex, Oakley, Hershey, P&G, GoPro and Under Armour. Her partnerships are "apparent in a number of ways," as she "often wears a Red Bull helmet while competing" outside of the Olympics. Vonn also has "posted videos on her Instagram page advertising" P&G's Bounty paper towels," while a Beats by Dre ad shows Vonn "listening to music as images of her crashes, injuries and recoveries blare across the screen" (TIME.com, 2/6).
