GOLD MEANS GOLD FOR SPONSORS

By: John Mentor

Setting the Scene

Flash back eight years to the 2006 Winter Olympic Games… It’s high up in the Italian Alps and American ski racer Ted Ligety just finished the best run of his life. As he looks up at the scoreboard he sees that he had just won Olympic gold. Clicking out of his skis, he picks them up and thrusts his them in the air. Every aspiring ski racer sitting at home watching the race can clearly read the brand name, “Volkl,” on the top of his skis. ….Next thing you know, every junior ski racer in the United States is racing on Volkl skis; wanting to be just like Ligety. If you’re skiing on any other brand you’re not “with-it.”

Ted Ligety 2006 Olympic Gold Medalist Torino

Flash forward four years to the 2010 Winter Olympics in Vancouver. American skier Bode Miller claims the Gold. He is seen on NBC stepping onto the podium with his gold medal around his neck and “Head” brand skis in his hand. Sure enough, shortly after the games, all the junior ski racers in the country switch over to  “Head” brand skis. If you don’t have “Head” skis you’re archaic.

 

Bode Miller 2010 Olympic Gold Medalist Vancouver                       

History tells me that the same will happen at the 2014 Winter Olympics in Sochi.

2014 U.S. Olympic Medallists Bode Miller and Andrew Weibrecht, Sochi

Why does this happen?

The objective of any sport is to outperform the competition. This means that the competitor must give him or herself the best chance at beating his or her opponents. In ski racing this means buying the best skis. How does the junior ski racer judge what the best skis are…? Watching the Winter Olympics of course!

 

Importance of Sponsorships

Ski companies are competing year in and year out to sponsor the most elite skiers in the world. And the stakes are heightened every four years when the Winter Olympics come around. Currently, sponsors are forking over upwards of five million dollars to have the world’s best use their skis. This proves to be a small price to pay when your sponsored athlete wins Gold. However, it can be very costly if your athlete doesn’t perform. BETTER CHOOSE CAREFULLY!