Golden Duo Could Reap Endorsements
Americans cheered as the women's bobsled team brought home the gold in Salt Lake City. Will this mean endorsement deals for the duo that broke America's 46-year medal drought in bobsledding? "Being an underdog in an event and winning a gold medal is a plus for garnering endorsement deals," says UAB marketing professor Robert Underwood, Ph.D. "However, endorsement opportunities for bobsledders may not be as prevalent and/or as lucrative as the deals gained by athletes in more popular Olympic sports such as figure skating and downhill skiing. Still, increased media attention on these two likeable athletes, including the recognition for Vonetta Flowers as the first African-American gold medal winner of the Winter Games, should enhance their familiarity and thus their marketability as celebrity endorsers."
Contact Jennifer Park, Media Relations, 205-934-3888 or [email protected].
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