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Thread: Skaters' commercial endorsements for the Sochi Olympics

  1. #16
    Like subtlety in ice dancing Serious Business's Avatar
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    Also, I just noticed: Michelle Kwan's Coke promotion is in violent conflict with her membership in the President's Council on Fitness, Sports & Nutrition.

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    Custom Title Mathman's Avatar
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  3. #18
    Custom Title skateluvr's Avatar
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    Quote Originally Posted by Serious Business View Post
    Also, I just noticed: Michelle Kwan's Coke promotion is in violent conflict with her membership in the President's Council on Fitness, Sports & Nutrition.
    What a life she's had. Wow.

  4. #19
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    Quote Originally Posted by skateluvr View Post
    I am glad for Evan cause I don't think he had any endorsements really after Vancouver, and not many pro opportunities outside a few Asian shows. I too wish it were a current female who needs the money like Wagner or Gold to pay their huge expenses. No offense to MK's marketability but she is a millionaire many times over and it is just rotten the marketers won't promote the eligible who need it bad. Even WC Chan says pretty much all that comes in goes right out. MK had so many gigs as an eligible. The rich get richer. If she were still skating as a pro it might make more sense. We the ubers remaining on the boards will never forget her, but the general public likely has. Agree with Serious Business. Sheesh, let some current skaters catch a break!
    Wagner and Gold both got sponsorships with Nike this season, which should help cover some of their costs. I expect more companies to jump on the bandwagon as the Olympics get closer.

  5. #20
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    Quote Originally Posted by ForeverFish View Post
    Wagner and Gold both got sponsorships with Nike this season, which should help cover some of their costs. I expect more companies to jump on the bandwagon as the Olympics get closer.
    The ladies will never have a problem because the American attitude is that ONLY ladies can be superstars, thus, they attract most of the sponsorships.

    But the men never seem to get anything. Why wouldn't Coke go for a young, bubbly, handsome, smiley young man like Max Aaron? Reigning National Champion? Hello? Anybody? Nope.

  6. #21
    Custom Title Mathman's Avatar
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  7. #22
    Celebrating the Excellence of #VirtueMoir golden411's Avatar
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    Quote Originally Posted by Mathman View Post
    Here is the news release mentioned by SkateFan66 where Coca-Cola discusses its rationale for its choices. of athletes.

    http://m.sportsbusinessdaily.com/Dai...oke-Sochi.aspx
    Thanks for the link, Mathman.
    (As an aside: It is not a news release from Coke. The author is a staff writer for Sports Business Daily. No reason to believe that the writer quoted the Coke executive inaccurately, but the article is not an official release directly from the horse's mouth. The MarketWatch link in your OP reprinted the official release, which also is on Coke's site: http://www.coca-colacompany.com/pres...on-iceand-snow )

    Quote Originally Posted by Serious Business View Post
    Let's look at the 8 athletes Coke picked for London: Shawn Johnson, John Isner, Henry Cejudo, Jessica Long, David Boudia, Marlan Esparaza, Alex Morgan and David Oliver. Out of those, only Johnson could be considered a household name. ... The rest of them are nobodies. Of the rest of them, the only one I know is John Isner, and that's because I follow tennis. ...

    (I'm a lot more skeptical of them going with Lysacek, who couldn't even beat a Pussycat Doll on Dancing with the Stars the year after he won the Olympics)
    "Nobodies" is very much a case of YMMV. I do not consider myself a serious fan of tennis or diving, and I knew (long before the London Olympics) who Isner and Boudia are.
    If they are "nobodies," then the unfortunate truth is that Davis/White are big ol' "nobodies" too -- outside of the worldwide skating community, for whom they obviously are deservedly popular.
    (FWIW, I do not follow skiing, but I knew who Ligety is.)

    As for Lysacek: I rarely watch DWTS, but I do not see any inherent shame in getting surpassed by a professional musical performer with a well-established fan base.

    Quote Originally Posted by karne View Post
    The ladies will never have a problem because the American attitude is that ONLY ladies can be superstars, thus, they attract most of the sponsorships.

    But the men never seem to get anything. Why wouldn't Coke go for a young, bubbly, handsome, smiley young man like Max Aaron? Reigning National Champion? Hello? Anybody? Nope.
    An American man, Lysacek, just got something very big: the Coke recognition.

    That said, I agree that Aaron has all the qualities [esp. that great smile ] that should be as attractive to a major sponsor as what an American lady can offer.

  8. #23
    Custom Title Nadia01's Avatar
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    Quote Originally Posted by skateluvr View Post
    I am glad for Evan cause I don't think he had any endorsements really after Vancouver, and not many pro opportunities outside a few Asian shows. I too wish it were a current female who needs the money like Wagner or Gold to pay their huge expenses. No offense to MK's marketability but she is a millionaire many times over and it is just rotten the marketers won't promote the eligible who need it bad. Even WC Chan says pretty much all that comes in goes right out. MK had so many gigs as an eligible. The rich get richer. If she were still skating as a pro it might make more sense. We the ubers remaining on the boards will never forget her, but the general public likely has. Agree with Serious Business. Sheesh, let some current skaters catch a break!
    Quote Originally Posted by Blades of Passion View Post
    In this case it is actually deserved.

    None of the new-age competitors have captured the hearts of the public. They don't create the magic Michelle did.

    It's unfortunate that most competitors are so unaware of what choreography and interpretation really are. They are too busy chasing the points.
    What BoP said.

    Sorry, it's not Coke's fault that no current US ladies can measure up. Just because Michelle is a "millionaire many times over" doesn't mean she's unworthy of the Coke sponsorship/endorsement.

    It is not marketers' job to promote Ashley and Gracie. When A and G become a big star, Coke and others will follow.

  9. #24
    Custom Title plushyfan's Avatar
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    Quote Originally Posted by mathman View Post
    lol!

  10. #25
    Rejoicing in the land of Kwan kwanatic's Avatar
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    Quote Originally Posted by Nadia01 View Post
    What BoP said.

    Sorry, it's not Coke's fault that no current US ladies can measure up. Just because Michelle is a "millionaire many times over" doesn't mean she's unworthy of the Coke sponsorship/endorsement.

    It is not marketers' job to promote Ashley and Gracie. When A and G become a big star, Coke and others will follow.
    Agreed. Sponsors want somebody marketable and recognizable. Even though Michelle has been gone from skating since 2005 her name is still recognizable in the US. Unfortunately skating is nowhere near as popular in mainstream media as it was back during Michelle's time and the majority of that has to do with the US' inability to produce a world medalist (speaking in terms of the ladies). In truth, Davis and White would have been excellent choices; however, ice dance isn't nearly as popular as singles. I doubt if the average American can name any ice dance pair (past or present) off the top of their head. It's sad but it's true. And as for this current crop of ladies, I doubt if your average person on the street has any idea who Ashley Wagner or Gracie Gold is...but if you mention Michelle Kwan they probably don't know her medal count or statistics but (at the very least) most have heard of her. Throw in Michelle's long-standing relationship with Coke and it's no wonder they picked her. That's not to say Coke won't endorse Ashley, Gracie or another skater, but right now none of them have proven themselves enough...by Coke's standards anyway.

    Using Evan is a bit of a no brainer as well. He's the current Olympic champ and gained additional public exposure on DWTS. No other US man has stood on the podium since he did back in 2009. Again, there's a lack of marketable/reliable skaters for such an endorsement. It makes sense to use Evan even if he doesn't happen to compete in Sochi.

    Now is the time sponsors start scoping athletes. Nike has already tapped Ashley and Gracie. If they want more sponsors to jump on board they need to have a good season leading up to Sochi. Big companies won't give an endorsement to a skater who happens to be at the top of the mediocrity heap...they want a reliable, bankable and marketable star.

  11. #26
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    Evan is the reigning Olympic champion and will always carry the title of Olympic champion, he was a good choice. If they had to pick a "legend", why not a female skater who at least won the Olympic gold medal (Yamaguchi, Hamill, Fleming or Lipinski)?

  12. #27
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    Quote Originally Posted by Jaana View Post
    If they had to pick a "legend", why not a female skater who at least won the Olympic gold medal (Yamaguchi, Hamill, Fleming or Lipinski)?
    since her great reputation... in figure skating, Unlike other sports, you can be a one of the legends without Olympic Gold medal

  13. #28
    Custom Title Mathman's Avatar
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    Quote Originally Posted by Jaana View Post
    [B] If they had to pick a "legend", why not a female skater who at least won the Olympic gold medal (Yamaguchi, Hamill, Fleming or Lipinski)?
    Well...they didn't. They picked Michelle Kwan.

  14. #29
    Rejoicing in the land of Kwan kwanatic's Avatar
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    Quote Originally Posted by Jaana View Post
    Evan is the reigning Olympic champion and will always carry the title of Olympic champion, he was a good choice. If they had to pick a "legend", why not a female skater who at least won the Olympic gold medal (Yamaguchi, Hamill, Fleming or Lipinski)?
    All of those ladies are Olympic champions but Michelle's status as most decorated US skater in history is what makes her a legend. Winning Olympic gold doesn't necessarily make you a legend in this sport. The sum of Michelle's career and the lasting impact she had on the sport was far greater than one medal. She's probably the most marketable non-Olympic champion in the history of figure skating.

    Coca-Cola is one of the top companies in the world so you can bet they don't hand out endorsements to just anyone. Michelle has been partnered with Coke for years now. They know her very well, love her, and know that even though she's been gone from the sport for nearly a decade she is still a highly marketable commodity. The same cannot be said of the Olympic champions you named. If they were as marketable as or more marketable than Michelle Coke would have endorsed one of them. Simple as that.

  15. #30
    Rinkside
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    My feeling is that they picked Michelle for her legend status and also because of her post skating achievements. She is an amazing role model.

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