If mere athletic talent sold product, kids would be lining up for Tim Duncan's shoes, since he is the best player in the NBA. But it doesn't. It takes a combination of extraordinary athletic accomplishment and charisma to push a brand over the top. Three such athletes, Amanda Beard, LeBron James and Tiger Woods, are front and center in this week's news.
Two are at the peak of their pulling power. LeBron James (Nike, NYSE: NKE, Coca-Cola's (NYSE: KO) Powerade) fresh from an astonishing game five of the NBA Eastern conference playoffs, is dominating the sports page, if not the San Antonio Spurs. The Cleveland franchise has gained $185 million in value since his signing, and the $90 million he received from Nike seems like a bargain now. When his contract expires in 2008, he could demand -- $250 million? $500 million? It is possible, by the end of the career, he could be the first $1 billion athlete?
If Tiger doesn't beat him to it. Beginning tomorrow, Tiger Woods (Nike, Buick, General Motors, NYSE:GM) starts his pursuit of the 2007 U.S. Open. He's inked a 5-year, $40 million deal with Nike, and $25 million from Buick. Unlike LeBron, Tiger can look forward to another 30 years of playing, with lots of green jackets and green cash to come.
The newcomer to the pack, and not yet affixed to any one major brand (unless you consider Red Bull one) is Olympic swimming champion Amanda Beard. Her fame this week, however, is not in the pool, but in the centerfold. The July issue of Playboy (NYSE: PLA) features a photo shoot of Beard. This, my friends, is what is known as the complete package; athletic accomplishment, sexiness, and a favorable public image. Expect her to ink deals with some major marketers soon, especially as she has signed StoneAmerica Licensing to shop her image.
Who might look to Beard as a spokesperson? Anyone from a credit card about to go public (are you listening, Visa?) to a retailer (Sears Holdings Corp. (NASDAQ:SHLD), could she be your savior?) to a city (Las Vegas on line 2, baby.)
Her payday is bound to be huge, especially in the run-up to the 2008 Beijing Olympics. The only question is which suitors she'll accept. I'm betting on Nike to make it a clean sweep.
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Reader Comments (Page 1 of 1)
6-13-2007 @ 7:33PM
Evan said...
Amanda is with Speedo already