Can Head sell more skis because of Lindsey Vonn and Bode Miller? The answer is yes���in Europe, at least. Americans���unless they���re avid racers���are typically unswayed by who skis what on the World Cup. Europeans, by contrast, are keenly aware. But the Olympics are different, and even in America, it can���t hurt Head to have all those Head skis and boots on the podium.
When a top racer switches gears, such as Lindsey Vonn going from Rossignol to Head last year, it���s big news���and often big money, with six-figure endorsement contracts for the superstars. ���Victory schedules������performance bonuses tied to results���can push the payoffs even higher. A good Olympics can cost your brand a fortune.
Manufacturers take big risks betting on who they think will perform and what they���re worth. So, which companies stand to gain the biggest marketing boost from these Winter Games? Atomic came on strong with six medals so far���and an all-Atomic podium in men���s GS yesterday���but Head, with Vonn and Miller raking in the medals, remains on top with eight. (Currently, Rossi has five medals; Stockli has three; Fischer has one.) Here���s a look at the Olympic podium results so far by manufacturer.
Event |
Gold (skis/boots) |
Silver (skis/boots) |
Bronze (skis/boots) |
|
|||
Women���s Downhill |
Linsey Vonn (USA) |
Julia Mancuso (USA) |
Elisabeth Goergl (AUT) |
|
|||
Women���s Super G |
Andrea Fischbacher (AUT) |
Tina Maze (SLO) |
Lindsey Vonn (USA) |
|
|||
Women���s Super Combined |
Maria Riesch (GER) |
Julia Mancuso (USA) |
Anja Paerson (SWE) |
|
|||
Men���s Downhill |
Didier Defago (SUI) |
Aksel Lund Svindal (NOR) |
Bode Miller (USA) |
|
|||
Men���s Super G |
Aksel Lund Svindal (NOR) |
Bode Miller (USA) |
Andrew Weibrecht (USA) |
|
|||
Men���s Super Combined |
Bode Miller (USA) |
Ivica Kostelic (CRO) |
Silvan Zurbriggen (SUI) |
|
|||
Women���s Moguls |
Hannah Kearney (USA) |
Jennifer Heil (USA) |
Shannon Bahrke (USA) |
|
|||
Men���s Moguls |
Alexandre Bilodeau (CAN) |
Dale Begg-Smith (AUS) |
Bryon Wilson (USA) |
|
|||
Men���s Ski Cross |
Michael Schmid (SUI) |
Andreas Matt (AUT) |
Audun Groenvold (NOR) |
|
|||
Women���s Ski Cross |
|
|
|
|
|||
Men���s GS |
Carlo Janka (SUI) |
Kjetil Jansrud (NOR) |
Aksel Lund Svindal (NOR) |
|
|||
Men���s Slalom |
|
|
|
|
|||
Women���s GS |
|
|
|
|
|||
Women���s Slalom |
|
|
|