16-year-old Gabby Douglas had a great week. She made history
as the first woman of color to win individual all around in gymnastics and
first American gymnast to win gold in individual all around and team
competition. She also signed her first endorsement deal. According to “Gabby Douglas set for endorsement $ gold” by Chris Isidore of cnnmoney.com, Kellogg’s
has already put Douglas on a box of Corn flakes. Being “a sponsor of both the
U.S. Olympic Committee and USA Gymnastics” was probably the advantage Kellogg’s
had over General Mills in grabbing Douglas.
Bob Dorfman of Baker Street Advertising gave many reasons on
top of her victory that Douglas is a great endorsement: “She’s the new darling
of America, she has the look, the great smile, and seems like someone who could
be a compelling pitch woman of products to teens and pre-teen”. Dorfman also
estimated that “Douglas could pull in between $1 million to $3 million a year
in endorsements leading up to the [2016 games]”. She could also continue to
reap benefits from endorsement deals for many years after the 2016 games.
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