Breaking record won’t guarantee Shiffrin marketing dollars

Shiffrin’s 83rd win might not open up as much monetary sponsorships as some might thinkGetty Images

U.S. skier Mikaela Shiffrin yesterday set a women’s record by winning her 83rd World Cup race, but that milestone “does not mean sponsors will open their chequebooks — even for the most marketable woman in Alpine skiing,” according to Amy Tennery of REUTERS. The two-time Olympic Gold Medalist has deals with, among others, Barilla, Visa and Adidas, brands that “would be the envy of most female athletes in the United States.” However, Shiffrin “could not make it onto Forbes’ 2022 list of highest-paid female athletes, which included numerous tennis and golf stars but few from the world of winter sport.” Pinnacle Advertising Creative Dir Bob Dorfman said, “Even if you’re America’s all-time greatest female Alpine skier, there’s just not a lot of off-the-slopes money to be had” (REUTERS, 1/24).

POSTING THEIR CONGRATULATIONS: Several of Shiffrin’s sponsors yesterday celebrated her record-setting performance. Land Rover, Longines and Ikon Pass posted congratulatory messages on Twitter, while Adidas used Gold Medal emojis to spell out 83. U.S. Ski & Snowboard sponsor Stifel posted a video to mark the achievement, while Xfinity retweeted USSS’s announcement of the record with their own message. Shiffrin, a native Coloradian, also was congratulated on Twitter by the Broncos and Rapids (SBJ).

BUZZCAST: SBJ’s Abe Madkour discussed Shiffrin’s disproportionate portfolio in today’s Buzzcast (0:28-2:10).

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