A new Michael has captured the hearts of millions and inspired a new generation of athletes. Michael Phelps, the “greatest swimmer of all time,” continues to win gold, setting new world records along the way. As a former competitive swimmer, the swimming events have always been my favorite part of the Olympics, but this year, these events have been even more exciting.
According to the Herald Tribune, the “Phelps Phenomenon” has gone global, drawing “banner headlines across the world, including in regions and countries where swimming normally gets scant attention.” Even Chinese media have named Phelps the “flying fish.” Rightfully so. He’s well on his way to becoming the most decorated Olympian in history, trying for eight gold medals in a single Olympics. Six down, two to go.
It’s interesting to consider how this attention has and will affect Michael Phelps as a brand spokesperson/endorser. Apparently the “flying fish” is becoming the “Billion Dollar Man.”
His sponsors must be thrilled. Advertising Age reports "Adidas, Nike, Speedo and Visa logos have combined for six minutes of on-screen time exclusively from apparel worn by Phelps during NBC's coverage, beginning Saturday night and running through Tuesday night's double-gold triumph…The Speedo logos on Mr. Phelps' warm-up jacket, swim cap and bodysuit have garnered the brand nearly two-and-a-half minutes of airtime, or $3.6 million worth of exposure.”
Visa’s “Congratulations Phelps” commercial, celebrating his all-time record for most career Olympic gold medals, is one of my personal favorites of the Games. Michael Lynch, head of global sponsorship management at Visa said, “His performance here will benefit us as it will add to the visibility we will get through this affiliation ... and his earning ability will increase, there's no question of that."
Speedo’s Team Speedo USA Collection, which includes the LZR Racers the competitors are wearing, is worth checking out. I doubt I’ll see many of the $500 LZR suits at the local YMCA, but we may start seeing the “Phelps” name across t-shirts. I want one.
Keep swimming hard, Michael. It certainly is paying off.