Some might be focused on the fact that they think that Gabby Douglas has had a few bad hair days, but she’s now got enough money to get whatever hairstyle she wants. Industry experts are estimating that everyone’s favorite little superstar could easily rake in $10 million in endorsement deals over the next four years.
While there have been other athletes to win gold medals in the past, Douglas is favored because she has a sweet smile and fun-loving personality. Also, for those who want to focus on her hairstyle, perhaps the fact that she is more substance than flash is actually working to her advantage. Gabby is not the celebrity who wants to look like she’s better than you; she’s actually the athlete who reminds you of yourself and your own children.
Gabby made history this week by being the first African American to clinch the all-around gold medal in the Olympics. Athletes who have the opportunity to shine at the Olympics are working to position themselves financially over the next four years. Gymnasts tend to have a longer promotional shelf life than other athletes, and many, such as Mary Lou Retton, become icons for life.
“Whoever wins all-around gold becomes the darling of America,” said Dorfman of Baker Street Advertising. ” That’s the queen of the Summer Olympics. That’s usually where one of the most marketable athletes from the Games emerges, especially with somebody like Gabby who’s really cute, very young and certainly has the potential to compete again in Rio.”
Gabby has been soaking up the attention and handling it like a pro. She gained 200,000 Twitter followers on the day of and day before she won the all-around competition. She just sealed a deal with Kellogg’s to be on the cover of their cereal boxes. She has also been congratulated publicly by a host of celebrities, from Oprah Winfrey to Lil Wayne.
“All of the girls on this year’s team will have opportunities because they won the first team gold since ’96, but Gabby winning all-around certainly is going to help her chances,” said Matt Fleming, a senior manager at the Dallas-based Marketing Arm. “Outside of the swimming guys, Phelps and Lochte, she has separated herself from everyone else winning this. We’ll see how the rest of the Games play out, but her value as a spokesperson or endorser has gone up pretty dramatically.”