How Bundled-Up Winter Olympians
Can Try to Match Summer Games' Star Power
Cold-Season Athletes Face High Hurdles, but If
They're Resourceful, Endorsements Await
As the Winter Olympians train for the Sochi games
in February, many hope their performance will result
in endorsement gold. Through the decades, Winter
Olympians such as Dorothy Hamill, Picabo Street,
Dan Jansen, Apolo Ohno and Shaun White have capitalized
on their gold-medal wins by lining up strategic
marketing partners. Even in the absence of Olympic
gold, figure skater Michelle Kwan became one of
the most popular female athletes of all time and
enjoyed tremendous endorsement success.
But the Sochi athletes face hurdles that weren't
in London last year and won't be in Rio de Janeiro
in 2016.
Fewer viewers. The U.S. viewing audience
for the winter competition has always been smaller
than that of the summer games. Fewer countries compete,
meaning smaller global audiences and perhaps less
appeal to major multinational marketers. As a result,
some Winter Olympics athletes look for ways to increase
their visibility beyond the ice rink or ski slopes.
After figure skater Evan Lysacek won gold in Vancouver
in 2010, he chose to compete in ABC's popular reality
show "Dancing with the Stars." By making
it to the finals and spending months in front of
a national TV audience, Lysacek enhanced his marketing
opportunities by gaining exposure to a broader base.
Fewer sports. The Summer Games offer a wider
range of sports than the Winter Games. And if a
Winter Olympian participates in one of the more
obscure sports -- Nordic combined, anyone? -- it
is difficult to generate a fan base. Talent and
a compelling story won't necessarily translate into
marketing fame and fortune if the sport is hard
to relate to.
Most of the well known endorsement examples coming
out of the Winter Olympics have been in the more
mainstream sports of skiing (Picabo Street), figure
skating (Scott Hamilton) and, going back a way,
hockey (the 1980 Miracle on Ice team). Viewers have
participated in these sports themselves, understand
the rules and know how much skill and dedication
is required to perform at the Olympic level.
A notable exception is Apolo Ohno, whose immense
talent, good looks and upbeat personality single-handedly
brought the little-known sport of short track speed
skating to the attention of the country. His athletic
performance and dynamic personality earned him valuable
endorsements for prominent brands such as McDonald's,
Coca-Cola and Subway. (He, too, joined a season
of "Dancing With the Stars," but he didn't
necessarily need it.)
Less exposure. Brands select Olympians to
serve as endorsers, based not only on their accomplishments,
but also on their appearance. That's tough luck
for athletes covered in helmets and cold-weather
gear.
Figure skaters are relatively exposed among Winter
Olympians, which may explain why they have been
some of the most sought-after endorsers. But other
Winter Olympians have to find alternative ways to
resonate. Snowboarder Shaun White's unique hair
and fashion sense helped connect him to the youth
audience and positioned him as the hip, edgy brand
ambassador for many products including Red Bull.
In the end, success in their sport on the grand,
international Olympic stage and an engaging personality
will go a long way for athletes seeking marketing
opportunities. But a little extra work would be
smart as well.