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Neirotti noted that it’s expensive to be an Olympic figure skater. The few other sources of income include the monetary awards for medal wins and touring with ice shows, she said, adding that athletes also get a basic living stipend from the U.S. Neirotti said that for ice skaters and Olympic athletes in general, commercial endorsements are how they primarily make money. “She was just the poster child for America. There was something called the Hamill haircut,” Neirotti said, laughing.
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“Her legacy lasted probably 20 years after she competed. Figure skater Dorothy Hamill, who won the gold at the 1976 Winter Olympics, remained popular for decades, she said. Neirotti said that for those who do medal, there’s a tight window to get sponsorships after the Olympics - if they don’t get endorsements within a month of the Games, it’s going to be hard to secure them at all.īut it depends on the athlete, Neirotti said.
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#Kristi yamaguchi ice skating game professional#
“Because you don’t have a professional league, it’s hard to stay top of mind all the time once you get outside of the Olympics,” he said. One of the challenges with ice skating and other individual sports, in particular, is their cyclical nature, according to Favorito. Hines, author of the book “Figure Skating: A History,” said figure skating has fluctuated in popularity throughout its history and can have “ups and downs, like any other sport.” He thinks this is because many Americans grow up playing team sports - think softball, baseball and basketball. Lloyd Zane Remick, president of the sports, entertainment and communications consulting firm Zane Management, said he’s represented ice skaters in the past, and unless they’ve medaled and are well known, endorsement opportunities aren’t as frequent for them as they are for athletes in other sports, like football or boxing.įavorito said there can be challenges because “America is about team sports first, individual sports second,” with some exceptions, like golf or tennis. Yamaguchi changed the sport three decades ago, paving the way for Asian American ice skaters such as Kwan, Alysa Liu and Karen Chen, a Washington Post reporter wrote recently.īut nabbing endorsements without medaling can be difficult.
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Ice skaters featured on the cereal box include Olympic gold medalists Sarah Hughes and Kristi Yamaguchi - the first figure skater to grace its cover. (However, the General Mills endorsement is worth significantly less compared to other endorsements, with some athletes offered less than $1,000, The Wall Street Journal reported.) As of 2021, the whole-wheat cereal had featured more than 850 athletes on its coveted orange box, with 77 of those Olympic medalists, according to FiveThirtyEight. There’s also the rare, hallowed Wheaties endorsement. For men, maybe a little bit less,” said Joe Favorito, a veteran sports marketing consultant and a professor at Columbia University.įavorito said ice-skating sponsors will typically include companies that also sponsor the Olympics, such as Bridgestone, Toyota, Panasonic and Nike. “Traditionally, ice skating - especially for women - has been kind of a treasure trove for those who have reached the medal stand. Kwan, who won a silver medal in 1998 in Nagano, Japan, took the bronze at the 2002 Salt Lake City Games. “Figure skaters are always very prominent in the Olympics,” said Lisa Delpy Neirotti, an associate professor of sport management at the George Washington University School of Business.īack in 2002, NBC News reported that figure skater Michelle Kwan pulled in an estimated $2 million a year in endorsements from companies including Chevrolet and Yoplait. Popular medalists can end up raking in millions of dollars in sponsorship deals. Those monetary awards are paid through a United States Olympic & Paralympic Committee program.
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He’ll also earn $37,500 for winning a gold medal in the men’s singles event and $22,500 for nabbing a silver in the team event. Chen has deals with more established companies such as Comcast, Nike and Visa, along with more recent brands, such as Grubhub and the game developer nWay, Forbes reported (nWay also has an NFT marketplace called nWayPlay). Figure skater Nathan Chen nabbed the gold medal for the United States in the men’s singles competition at the Beijing Olympics - redemption for the 22-year-old who came in fifth in Pyeongchang Games back in 2018.Ĭhen earned at least $1 million from his sponsors in the year leading up to the 2022 Olympics, according to Forbes estimates.
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