2012 Olympics Cause Endorser Frenzy

Image Courtesy of: London2012.com

The Summer Olympics only occur once every four years, and with the 2012 Olympic Games in London just around the corner America’s highest skilled athletes are enduring their hardest of training regiments. The world will be watching as the torch is lit in late July, and advertisers are taking notice of the future marketing potential these athletes have going into the summer games.  Before the 1970's endorsing Olympic athletes was completely illegal, however to better the image and interest of the games the Olympic Committee released some guidelines for endorsers to follow and it has since been marketing gold!

With swimming being the number one sport in television ratings during the 2008 Summer Games in Beijing, Procter & Gamble signed the most decorated Olympian of all time, Michael Phelps, to a seven-figure deal to represent their Head & Shoulders shampoo brand.  He is not alone in the pool though, other swimmers have cashed in too.  44-year-old Dana Torres is in the pursuit of making her unprecedented 6^th Olympic team and will have some help with her recent partnership with Ben Gay and McDonalds to name a few.  Ryan Lochte has increased his exposure with the help of Gatorade.  Lochte is touted as the "Fastest Swimmer in the World” in Gatorade’s new ad series “Win From Within” seen below.

Image Courtesy of: Seiko USA

Swimming is not the only group of athletes cashing in on their time in the spotlight.  US Women’s soccer star Hope Solo has utilized her fame from on the field and ABC’s Dancing With The Stars television series to announce a new partnership between her and watch company Seiko.  Solo also pushes other endorsers such as Bank of America and Nike.

The list of endorsed athletes goes on and on as the advertising platform will be huge this summer, and no large company with the assets to advertise will be left out.  With 122 days left until the games begin the endorsement frenzy to sign the soon to be superstars is likely to continue for a few more months before the athletes have to step away and take care of business on the world’s stage in London.  So when you see a billboard, read a magazine, or watch TV make sure to keep an eye out for your favorite Olympian.  Go USA!