Carly Patterson Special Section

Gymnast expected to land the big deals

10:59 PM CDT on Friday, August 20, 2004

By JAMIE GUMBRECHT / The Dallas Morning News

Carly Patterson will walk away from Athens with handfuls of gold and silver and with the chance to cash in big back home.

Her winning athleticism and an equally winning smile could make her the most marketable Olympian from the 2004 Games, with potential to draw in several six-figure deals, sports marketing firms say.

"As soon as she won the gold Thursday night, I think I got e-mail about new deals," said Yuki Saegusa, Carly's agent at IMG. "We're just exploring all the options."

Carly's moves already are gracing McDonald's bags and ActiveWrap's Web site, showing the 16-year-old using USA Gymnastic's official therapy wrap. Visa and AT&T Wireless also have relationships with the Allen resident.

The challenge now is to turn her into the next Mary Lou. Or better, overcome Mary Lou Retton's fame to simply become "Carly."

"It's unfair to compare her to Mary Lou Retton. You do that and you only set yourself up to fail," said David Carter, principal at California-based Sports Business Group. "But there's always one that breaks through and becomes the darling. Carly can do that."

When Ms. Retton won the women's all-around gymnastics competition in 1984, she was the first American to do so. Boycotts by the Soviets and their allies marred the Los Angeles Games, but the vivacious 16-year-old romanced America to become a fixture on magazine covers and advertisements.

Today's U.S. consumers aren't as transfixed as they once were on the Olympics, now watching international athletes and unique competitions 24-hours a day on television.

"The Olympics does not have that cachet when you're looking for athletes anymore," said Robert Tuchman, president and founder of New York City-based TSE Sports & Entertainment. "The tell-tale sign is if you're going to hear Carly's name six weeks from now.

"Her phone should be ringing off the hook, but the important thing is to call right back."

Carly's representatives say they're looking for deals that can provide a long-lasting career. She's given up college eligibility, so nothing is holding her back from big-money offers.

"We're gathering information and we're going to take our time," Ms. Saegusa said. "She's all-American teenager, proving to the world that hard work can get you good things."

That all-American, hardworking image is already selling.

Among 56 pieces of Carly memorabilia for sale on eBay Friday afternoon, an autographed magazine rose to $530 after 44 bids. A signed index card was going for $26.

Companies targeting young women to buy yogurt, eyeliner or music will be after Carly's sparkle and smile, marketers say. National gymnastics tours will want her name to sell their tickets and her talents to sell their show. Opportunities to endorse products with men's all-around gymnastics champion Paul Hamm could be rampant.

ActiveWrap president Shawn Hickling said he expects their now-famous "cover girl" to draw attention to their therapy products, especially among athletes outside gymnastics. Carly has been with the company for about two years, even before she was allowed to accept money for endorsements.

"Now we'll market to anybody that sprains their ankle or has knee surgery. These are the people watching the games now," Mr. Hickling said. "We always had a good feeling for her, loved her personality, and she had the talent. The rest, the Olympics, was icing on the cake."

Now everybody's looking for the new star on the cereal box.

Carly's image on an orange Wheaties box would be a marketing triumph for agents and advertisers while continuing a tradition among Olympic athletes. Ms. Retton was the first woman to be featured on the front of the box, rather than the back or a side panel.

"We're really looking for someone who has a breakthrough performance," said Wheaties spokesman Greg Zimprich. "There have been a number of those in Athens, so we're keeping our eyes open."

Mr. Zimprich said to expect a box cover announcement toward the end of August.

Carly was tied for fourth as the most marketable Olympian in a survey published by Sports Business Daily in July. More than 60 marketers, sponsorship consultants and media members voted swimmer Michael Phelps to the top of the list.

That was before he missed a few gold medals and Carly flipped, tumbled and bounced back from low-scoring events to win best all-around.

"She's young enough to be part of the mainstream for a while if she wants," Mr. Carter said. "With the boorish behavior of so many athletes, she may be that fresh face corporate America wants to rally around."

E-mail jgumbrecht@dallasnews.com