The Olympics haven’t started, but 41-year-old swimmer Dara Torres has already made a big splash, signing a multimillion-dollar two-book deal with Random House’s Broadway Books.
The deal will see Torres, the oldest female swimmer in Olympic history, write a memoir for a spring 2009 release and a fitness guide for publication in early 2011. Industry sources pegged the combined advance and marketing commitment against both books at $3 million.
The deal underscores how in just a few months Torres has gone from an old swimmer attempting a comeback to a national inspiration for people over the age of 40. The publication dates for the books — 2009 and 2011 — give her a chance to extend her rise beyond the limited six-month window most marketers believe Olympians have.
“We’ve created a longevity to Dara’s story,” said Evan Morgenstein, president and founder of Premier Management Group, which represents Torres. “That creates a lot of opportunities to sell beyond the publication.”
Dara Torres, with daughter
Tessa, will write a memoir
and a fitness guide.
The books were acquired by Broadway’s editor-in-chief, Stacy Creamer, who previously edited Lance Armstrong’s best-selling books “It’s Not About the Bike” and “Every Second Counts.” She will edit the Torres books, as well.
Creamer acknowledged that many books about Olympians are pushed out within six months of the Games, but said, “We figure, come April, people won’t have forgotten who Dara Torres is, and actually there will be a bit of a break after media saturation around her [during the Olympics].”
Torres’ memoir will focus on her life story, touching on everything from growing up in Beverly Hills and making her first Olympic appearance in 1984 to dealing with bulimia and her father’s death. The book release will coincide with a 10-city tour for book signings and several national media appearances.
While the story lines in the book may become familiar during NBC’s Olympic coverage, Creamer said she believes people will still be eager to read about Torres in order to learn “how she does it all.”
“She’s really changed the ceiling for what a lot of people — women especially — can achieve in their 40s,” Creamer said. “She’s the uber-example of what you can do.”
While many contracts come with cancellation language, Creamer said there’s nothing in the contract with Torres regarding cancellation for anything except non-delivery of the manuscript.
Several writers have raised doping questions about Torres over the previous month, but Creamer said that’s not a concern for the book because of Torres’ participation in a special U.S. Anti-Doping Association program that allows testing of her blood and urine samples for eight years after she competes.
Morgenstein expects the book deal to act as a catalyst for other endorsements. Torres has endorsements with Toyota, which end at the end of this year, and Speedo, which last until 2009.
“If [brands were] interested after [the Olympic] trials and a 3.1 rating, wait until the Olympics and how NBC plays her up,” he said.
