And shell do so as one of the most marketable college athletes in the country. After shedding a few tears of joy at the conclusion of the all-around final while her family watched in celebration back home, Lee sought out the silver medalist, Brazils Rebeca Andrade, and congratulated her. Lee will be a case study for years to come," says Vince Thompson, Founder, and CEO of MELT, a sports marketing and branding agency, adding that now, the sky's the limit for her. She started competing when turned six at the Midwest Gymnastics Center in Little Canada, Minnesota. Not only did she fill up SEC gyms, she also signed endorsement deals with Amazon, Gatorade, Target, Invisalign and CLIF Bar. As an Asian-American and the first Hmong-American to compete in the Olympics Lee also finds herself uniquely situated to put a face to a community that may be underrepresented, and certainly one that has faced increased discrimination of late. (AP Photo/Gregory Bull) Lee, who signed with Auburn back in March, is expected to enroll in classes this fall and compete for the Tigers the next several years. Award-winning original reporting, with in-depth profiles, timely research and expert opinions on the biggest issues and stories in sports business. Brands that want to work with Lee in the immediate aftermath of Tokyo will pay a premium due to her demand, which means cash in her pocket and continued visibility that Burton said creates a sustainable revenue stream for Lees future. Winning medals were on her agenda as she won the gold medal for the all-around event and excited the gymnastics fraternity. "So I feel like if I were to go pro, it would have to be like something like really good.. I want to be able to do everything. Now she actually gets that shot.. Longer term, her gold is even more valuable. Bradwell was one of 10 college athletes that Sam's Club signed to a deal, the retailer said, including Southern Methodist University soccer player Sam Estrada and Georgia State University wide receiver Sam Pinckney. "It's a win-win.". After her successful career, she competed at the 2018 Pacific Rim Gymnastics Championships and won the gold medal in the team final competition while also claiming the silver medal for vault, balance beam, and floor exercise. During today's conversation IEG's Vice President of Strategy and Churchill Downs Vice President of Marketing, Brand and Partnerships Casey Ramage give us some insight on their analytical approach to sponsorship strategy. Fellow Two Time Olympic Gold Medalist. And youth is on their side. Because if the Games were held last year, Lees earnings potential would have been hurt by the old, stricter rules. Lee, who is 18, was not previously represented and is about to start her freshman year at Auburn, where she is on the gymnastics team. Lee will participate in the uneven bars final Sunday, followed by the balance beam final Tuesday. She is the holy grail of consumers, the target for nearly every marketer in America. Maybe by then, things will have settled down a little. Lee, an Auburn signee, will have a chance to cash in endorsements deals and maintain her . Get our latest stories in the feed of your favorite networks. Sunisa Lee of Team United States competes on balance beam during the Women's All-Around Final on day six of the Tokyo 2020 Olympic Games at Ariake Gymnastics Centre on . Thompson said he could see Lee following in Biles footsteps, signing with a brand like Gap-owned Athleta or Canadian athleisure company Lululemon. F1 and IndyCar start their seasons, the Rams partner with KAGR and Athletes Unlimited celebrates its anniversary with an expanded Nike partnership. It remains to be seen what kind of endorsements Lee will cash in on, but the 18-year-old will have no shortage of options to take advantage of. Its not just the medal that makes her marketable, though, but the pedestal on which fans have long put top U.S. gymnastsfrom Mary Lou Retton to Nastia Liukin to Gabby Douglas to Biles. Lee, who turns 21 in 2024, could still be in her prime as a gymnast for the next Olympics. Full Spectrum Services LLP 2022 | All Rights Reserved. Her sister Lees married name is Smith. But its the unparalleled mental strength that she has shown during the most difficult time of her life that make her the person she is.. She is endorsed by the Pearson+ app right now and has a net worth of a staggering $2 million at just 19 years old. American gold medalist Sunisa Lee and college basketball star Shareef O'Neal, son of L.A. Lakers legend Shaquille O'Neal, sit atop a list of 30 athletes who sports-betting analytics firm Action. Burton throws Visa in the ring as well, noting that with only a three-year turnaround to the Paris Games in 2024, where Lee could again compete, shes an even more attractive partner for Olympic sponsors. The Americans have produced each of the past five Olympic champions. They didn't in the hours after her steady, poised performance on floor exercise helped her soar to the top of the podium. Speaking with NBC after winning gold in the 100-meter freestyle Wednesday, Dressel broke down in tears when the network videoconferenced his family into the broadcast. Neither the O'Neal brothers, nor Lee nor Steveson have publicly announced any sponsorship deals so far. The transition should be easy. Its all great for her right now.. Regardless of where her career continues, marketers expect sponsors to line up to work with Lee the way they did for Biles back in 2016. It worked. When incoming freshmen are expected to report to their dorm rooms on The Plains on Aug. 11, Lee plans to be there. Maybe she'll try to make the world championship team in 2022 and 2023. Dressel likely has another Olympics run left as well: He will be 27 at his next Olympic Games. Everyone had been expecting Simone to win, and [Lee] stepped up. Reels. SPACs: What a Special Purpose Acquisition Company Means for Sports. She earned $75,000 in earnings from Tokyo with her medal victories. It's been proclaimed the most exciting two minutes in sports. 11 by the Washington Nationals. A day after a thrilling victory in the women's all-around, the St. Paul gymnast insisted she's ready to go to start her college career at Auburn. Sunisa Lee competes on balance beam during the all-around finals Thursday. 7 pick in the 2018 NFL draft, an average of $43 million a year. But this is a real performance success, somebody who has won gold, somebody who could be back in four years, a sport right now thats garnering incredible attention a lot of because of what happened with Simone Biles. Huge Announcement on Her Gymnastics Career, Olympic Gold Medalist Suni Lee Makes An Upsetting Statement On Her Paris Lee was thrust onto the worlds stage when she won the all-around after Simone Biles withdrew from the event. Upgrade your subscription to get all the news you need: Adding SBJ weekly content will give you the comprehensive view of sports business with: Adding SBJ daily content will give you the comprehensive view of sports business with: After winning gold in Tokyo, Sunisa Suni Lee was moving into her college housing at Auburn. Shes a million dollar baby, Vince Thompson, founder and CEO of sports and marketing agency MELT, said in an interview. Get browser notifications for breaking news, live events, and exclusive reporting. That face is changing because new NCAA rules now allow college athletes to monetize their names, images and likenesses, or NIL, as the fast-emerging asset is known. Her phone practically melted from her notifications on social media from random well-wishers to actress Reese Witherspoon. Just ask Simone Biles, who, after her win in 2016, immediately struck deals with Kellogg's, Hershey's, Nike, and Visa. "My body just needs time to heal itself," she said. Lee, 18, landed her first gold medal Thursday after. Medalist Lee, in turn, could earn $6,403 per Instagram post; grappler Steveson, $1,321 per post; and Pippen Jr. $1,014 per post. Lee will be represented by S&S CEO Britt St. George, COO Madison Lees and CMO Kaila McWilliams. Suni Lee is not turning pro. (Biles, who turned pro in 2015, has an endorsement deal with the Gap-owned brand.). She is the favorite to win gold on bars, which is her best event, and she is expected to vie for a medal on beam as well, with Graba saying she is fully capable of gold.. Flight + Hotel (+Car/Transfers) Flight + Car. Apart from that, she is a huge pop music fan and loves Harry Potter. Front of the Home Crowd Leaves Fans Bewitched, Tokyo Olympic Gold Medalist Suni Lee Achieves a Novel Feat in College Gymnastics, It Meant Everything: Simone Biles Teammate Opens Up On Replacing Her During Matthes also represents utility player Peyton Wilson, drafted by the Kansas City Royals; right-handed pitcher Irv Carter, who was drafted by the Toronto Blue Jays; and right-handed pitcher Davis Sharpe, who was drafted by the Cleveland Indians. The newly minted Olympic gymnastic champion's plans, however, have not. When Suni Lee stepped onto the podium inside the Ariake Gymnastics Centre and placed around her neck the Olympic gold medal for the womens all-around, the 18-year-old U.S. athlete from Saint Paul, Minn., took her spot as the No. Of course, Lee could still turn pro, but going to college might be in her best interests long-term, suggests Damian Benders, general manager of B Code, a digital media company connecting with Black audiences across digital platforms. . Lee, 18, landed her first gold medal Thursday after delivering a gutsy performance in the womens gymnastics all-around final, an event Simone Biles was favored to win before she withdrew, citing her mental health. The run-up to the Olympics is a grind at the elite level. She hung in there and now finds herself one of the new faces of her sport and the U.S. Olympic movement. Newly minted Olympic gymnastics champion Sunisa Lee says she's still committed to going to college at Auburn. His timing could not be better, as fans were seeking a new star in the post-Phelps era, Delpy Neirotti says. Whereas four years is a long time, for some reason, the three-year cycle seems a lot more doable and more commercially viable to keep them alive in the limelight.. Recent changes to name, image and likeness rules now allow Division I NCAA athletes to monetize their marketability. All rights reserved. But everybody at the top of WME and Endeavor is committed to growing this division and making it the best it can be.. 2023 Advance Local Media LLC. Hence, with all that in place, she could be making $100,000 in a jiffy. Suni Lee Opens up About Her Struggles as a College Gymnast : Did Have That She would have had to go pro.. Thats not to discount Michael Phelps and some of the other great athletes that have been a part of the Olympics, but I anticipate that she will become very visible and very popular. 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Thompson said he could see Lee following in Biles footsteps, signing with a brand like Gap-owned Athleta or Canadian athleisure company Lululemon. Lee has racked up nearly double-digit NIL deals, including with high-profile companies like Amazon, Invisalign, Gatorade and Target. And while the incoming freshman may now decide to forgo the NCAA ranks, as many Olympians doBiles had verbally committed to UCLA before the 2016 Olympics, eventually opting to instead turn proLee no longer has to choose between endorsement deals and college eligibility. Theres almost always someone who emerges as the fresh new face of the Olympic Games, and it is almost always a female, Burton said. They both came at a perfect time, Delpy Neirotti says, adding, Its going to be advantageous for both of these stars in terms of commercial value., This is a BETA experience. Biography and booking information for Sunisa Lee, 2020 Olympic Women's Gymnastics Gold Medalist. But beyond their competitive success, both Lee and Dressel fit the mold of what Delpy Neirotti calls the ideal Olympian, with brands naturally gravitating to athletes who demonstrate humility, graciousness and family values. Its a dream scenario., Team USA Prepares for What Could Be Baseball's Last Shot at Summer Olympics, NBC Scrambles to Compensate Advertisers as Olympics Ratings Tank, In Court, Olympic Ticket Seller Calls Refund Lawsuit a 'Shakedown'. The 2020 Tokyo Olympics saw a new superstar being born in Suni Lee. In sports like gymnastics and swimming, racking up gold medals on the worlds biggest stage is lucrative. Cookie Settings/Do Not Sell My Personal Information. She confirmed this week she still intends to compete as a freshman beginning next month for Auburn University. Theres almost always someone who emerges as the fresh new face of the Olympic Games, and it is almost always a female, Burton said. Team USA gymnast Sunisa Lee took home the gold medal in the women's all-around on Thursday, a victory that some marketers say could come with a seven-figure financial windfall for the 18-year-old. Sunisa Lee of Team United States poses with her gold medal after winning the Women's All-Around Final on day six of the Tokyo 2020 Olympic Games at Ariake Gymnastics Centre on July 29, 2021 in Tokyo, Japan. Well, it might be. Show More Posts from . For example, if Shareef were to sign a sponsorship deal, his existing Instagram account could earn him $10,820 per sponsored post, according to the Action Network report, the most by any other athlete on its list. But her impending haul off the mat is actually worth much more. Sunisa Lee competes on the vault during the women's U.S. Olympic Gymnastics Trials Sunday in St. Louis. 152 posts. Now that the Hmong starlet has won two medals one gold for all-around and one silver with the rest of Team USA that prize money will also factor into her net worth. Posts. 1 high school prospect, shortstop Brady House, who was taken No. Tags: Recent News Editorial Box. She took home one gold and three silver medals at the junior-level competition. In the wake of her four-gold-medal performance at the Olympic Games in Rio, Biles built a robust sponsorship portfolio. 2023 Leaders Group. Her favorite dish is Pasta while she loves the Finding Nemo movie. Register for a free SBJ account to unlock one extra article per month. Gold medallist Sunisa Lee of the United States poses on the podium after winning the Women's Individual All-Around, July 29, 2021, in Tokyo. She needs the rest. https://www.sportsbusinessjournal.com/Journal/Issues/2021/08/16/Insiders/Labor-and-Agents.aspx. Under the new version of Rule 40, she can. Send us a tip using our anonymous form. Oh My! So she, of course, wanted to be a college athlete, St. James said. All rights reserved (About Us). I just love the fact thatthank goodness for the NIL, because she doesnt have to make a horrible decision; shes capable of, in her words, I want it all. Athlete. This Olympic and Paralympic cycle also provided both athletes and brands with new marketing opportunities. Bei der Nutzung unserer Websites und Apps verwenden wir, unsere Websites und Apps fr Sie bereitzustellen, Nutzer zu authentifizieren, Sicherheitsmanahmen anzuwenden und Spam und Missbrauch zu verhindern, und, Ihre Nutzung unserer Websites und Apps zu messen, personalisierte Werbung und Inhalte auf der Grundlage von Interessenprofilen anzuzeigen, die Effektivitt von personalisierten Anzeigen und Inhalten zu messen, sowie, unsere Produkte und Dienstleistungen zu entwickeln und zu verbessern. He didnt waste the opportunity to showcase his talent this time around, setting either a world record or an Olympic record in all three of his individual events. Its one of the best athletes in the world not just gymnasts in the world, one of the best athletes in the world has chosen to come to Auburn. The list also includes Shareef's younger brother Shaqir, who plays basketball for Texas Southern University; as well as Spencer Rattler, quarterback for the University of Oklahoma; wrestler Gable Steveson of the University of Minnesota; and Scotty Pippen Jr., son of the former Chicago Bulls player, currently a Vanderbilt University combo guard. Also, Lee and her teammates competing in college could join Biles in an ad for Athleta and profit from it as long as it doesn't violate the confines of the trademark of their respective colleges. Lee also won bronze for the uneven bars and was part of the U.S. team that won silver. In a moment, the American gymnast became the most beloved person on campus before even arriving. "Supporting these athletes gives us a chance to connect with members in a new way, support students and rally behind many under-represented collegiate sports," Sam's Club chief merchant Megan Crozier said in a statement. The U.S. Olympics Gymnastics Team Ranked by Height: Simone Biles, More, Streaking! Churchill Downs has been home to some of the most incredible moments in sports history. Follow her on Twitter@SBJLizMullen. And while the incoming freshman may now decide to forgo the NCAA ranks, as many Olympians doBiles had verbally committed to UCLA before the 2016 Olympics, eventually opting to instead turn proLee no longer has to choose between endorsement deals and college eligibility. Rick Burton, Syracuse University professor and former chief marketing officer of the USOPC, also puts Lees immediate earnings in the million dollar range. The performer also has the ability to broker major endorsement deals as a result of her historic wins. Many brands, including Olympic sponsors have reached out, St. George said. (AP Photo/Gregory Bull)AP. I just didnt want to see myself fall back, she told Elle at the time. However, a key caveat of the new ruling is that non-Olympic sponsors cant mention the Games in their brand advertising, so as to maintain Olympic sponsor exclusivity. More than two decades of archival stories, profiles, research and data. Her incredible showing during the championship event has made her an American hero and fans are curious how much money the Minnesota native makes from her gymnastics career. Lee now has two medals in Tokyo, with an opportunity to win two more individual events in the next week. She introduced herself to the world as one of the faces of USA gymnastics, right up there with all-time great Simone Biles, and in that moment as she glanced down at that hard-earned gold draped around her neck she also became the new face of the NIL era of college athletics. Verified. Furthermore, she won two more medals in Tokyo to the delight of most fans. For example, when Nike was an official sponsor of the Olympics in years past, an athlete like Biles wouldnt have been able to wear Athleta gear at the Games. The NCAAs changing of NIL rules to allow student athletes to have an agent really affected Lee in a positive way. I cover the intersection of sports, business and technology. Rick Burton, Syracuse University professor and former chief marketing officer of the USOPC, also puts Lees immediate earnings in the million dollar range. But the catch is that you have to turn proor at least that used to be the case. Sunisa lee (@sunisalee_) November 15, 2022. Her name will get bigger, and with it will come an untold number of opportunities to cash in on her Olympic glory. All rights reserved. "There's a pro league for gymnastics, it's just endorsements," Jeff Graba said. Family and friends react as Sunisa Lee wins the gold medal in the womens gymnastics all-around. Lindsay Rittenhouse Post navigation. U.S. gymnast Suni Lee captured gold in the all-around. Daily updates aggregating the stories and spin from more than 600 outlets across the globe. For Sunisa "Suni" Lee and Caeleb Dressel, two of the Tokyo Olympics' breakout stars, the road to Paris 2024 is paved with riches. Yet she is looking forward to the chance to bring some balance to her life. Lee signing with a large school like Auburn also gives her another four years of earning potential ahead of her with boundless opportunities to pitch products, make appearances, sign autographs or participate in one of the latest trends by commissioning NFTs of her gold-medal performance. We know its not going to happen overnight, that we are going to grow this organically. You will be able to share this link with anyone and everyone, even on social media. Or Gabby Douglas, who in 2012 got a custom Barbie and deals with Honda, Subway, and Smoothie King. Collins co-represents Allen with. The US international is an Olympic gold medalist and one of the best gymnasts in the world. But everybody at the top of WME and, I dont think it was too challenging, especially when you look around the league and see most teams are still rewarding their top players, CAA Sports, At CAA Sports, clients are represented by multiple agents. Theres just lots of ways she can cash in right now.. Thats something that Auburn is prepared for. After Simone Biles won most of the events, she claimed first place in the uneven bars event. So it'll be really exciting for me when I can just, like, go out and do stuff.". In the list dominated by football players, Sunisa ranks tenth, with a market valuation of $1.5 million. Sunisa Lee. She plans to compete at Auburn in the meantime, which also adds to her earning potential with the emerging name, image and likeness market at the college level. The division now represents more than a dozen players, including Detroit Tigers pitcher Spencer Turnbull and Pittsburgh Pirates pitcher Chasen Shreve. Auburn's Sunisa Lee is at the top of her game in the gymnastics world, but that doesn't just go for performance.. A new ranking by On3 detailed the top 10 highest-paid women athletes by NIL in the college landscape, and Lee clocked in at No. October 13, 2021 / 2:46 PM 2 men found drugged after leaving NYC gay bars were killed, medical examiner says, College athletes profiting off of NCAA policy, College athletes take advantage of new NCAA policy, One way to fix Social Security? Caeleb Dressel claimed five gold medals in swimming. Use of and/or registration on any portion of this site constitutes acceptance of our User Agreement, Privacy Policy and Cookie Statement, and Your Privacy Choices and Rights (each updated 1/26/2023). But her impending haul off the mat is actually worth much more. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Advance Local. After Biles won the all-around gold medal in the 2016 Olympics one of four golds she took home that summer she reportedly earned more than $4 million in endorsement deals. That means Suni will take home $60,000 from Tokyo. She is the holy grail of consumers, the target for nearly every marketer in America. With Lee still being a teenager, Dorfman could see sponsorships targeting younger demographics, like snack foods, pizza or fast-food restaurants. We take the time to listen and understand the needs of corporations and organizations looking to hire entertainers, musicians, speakers and other creative talent. Its not just the medal that makes her marketable, though, but the pedestal on which fans have long put top U.S. gymnastsfrom Mary Lou Retton to Nastia Liukin to Gabby Douglas to Biles. Hotel + Car/Transfers. The gymnasts will continue to have a presence on TV and streaming services through collegiate conference networks, staying relevant with the viewers and brands, Thompson says. Even without additional gold medals in Tokyo, though, Dorfman believes Lees endorsement potential could rival what Biles made in the wake of the 2016 Olympics based solely off her performance in the all-around and the nature of the sport, with the athletes not hidden behind masks or headgear, making them more recognizable to consumers. Shes out of central casting. . She's a favorite to add another medal to her gold in the all-around and team silver during the uneven bars final on Sunday. No outlets have reported a figure for Suni, but judging by her past and present medal wins, it is clear that she has a sizable income through her sport. The news, analysis and community conversation found here is funded by donations from individuals. Sunisa Lee, who hails from Minnesota, is the daughter of Laotian refugees who fled the country in the wake of the Vietnam War and she became the first Hmong-American to represent the United . Once the NCAA announced the NIL rules, companies large and smallhave wasted no timefinding college athletes for sponsorship deals. None of them competed collegiately, opting to turn professional in an effort to cash in on their newfound celebrity. Lee was thrust onto the worlds stage when she won the all-around after, S&S represents Russian-born American gymnast, The agency also completed its first draft, which included former No. A roommate to hang out with. Normal College-Going Gymnast, Last Year I Was Putting a Lot of Pressure on Myself : 19-Year Old Gymnastic And now, Lee and Dressel are poised to cash in. A post shared by Scotty Pippen Jr (@spippenjr), Action Network noted that while college sports already are popular in the U.S., "players capitalizing on NIL marketing deals should further strengthen the long-term viability of college athletics.". - 1 day 8 hours ago, By The gold-medal winning gymnast will enjoy newfound business freedoms under NCAAs new NIL rules, The top 5 most creative brand ideas you need to know about right now, Watch the newest commercials from Old Spice, Toyota, Ram Trucks and more, Toblerone is removing the Matterhorn from its packaging, Behind Clairols nostalgic partnership with Amazon Primes Daisy Jones & The Six, Super Bowl ads get another failing grade for director diversity, Meta introduces AI tool as chatbot interest grows, The final data on Super Bowl 2023 celebrity overkill: Datacenter Weekly, How Ulta Beauty is avoiding the de-influencing trend, Top 5 food and beverage marketing ideas to know about right now, Watch: Wieden+Kennedy global CEO on the agency's plans, new business across the industry and more, Apple should allow Lauren Fry to be more active in the industry than its other execs, advertisers say, How the pandemic damaged creativityand why remote work is only part of the problem. Lee could now potentially get a branded doll or clothing line, as long as it doesn't incorporate Auburn in the design. Before her arrival to Auburn for the 2022 season, she was a seven-time U.S. National Team member. Legal Statement. Nurse License Verification. Lee could become the first true litmus test for athletes in traditionally nonrevenue college sports. Its the medal to win in gymnastics, in the sport that gets the most attention at the Olympics and brings in casual fans that are not necessarily big sports fans, but everybody seems to watch that Its humongous. Olympics2024Chances, Im Obsessed: Olympic Champion Suni Lee Reacts to an Adorable Surprise From Copyright 2023 CBS Interactive Inc. All rights reserved. Sunisa Lee of Team United States poses with her gold medal after winning the Women's All-Around Final on day six of the Tokyo 2020 Olympic Games at Ariake Gymnastics Centre on July 29, 2021 in. Sports agent Blake Baratz on what Suni Lee's win means for her brand. All Rights Reserved. Jeff Graba doesn't see why Lee can't go to school while enjoying the trappings that come with being a multiple-medal winner in one of the Olympics marquee sports. Though the amount is unclear, it appears those wins each come with prize money. 2023 Sportico Media, LLC. If you look at the setup of the storythe greatest of all time bows out and she steps in, wins the gold, gives hopes and dreams to every little girl in Americashe represents hope and aspiration, and thats massively valuable. After the success she found in gymnastics, she took part in the famous tv reality show Dancing With the Stars. Whatever endorsements ultimately come through for Lee, at least this much seems clear in the wake of Thursdays gold medal in the all-around her earnings potential could dwarf even some of the biggest names in college sports. The U.S. Olympic and Paralympic Committee puts a $37,500 sticker on a gold medal, which Lee will take home alongside $22,500 for the silver she helped Team USA earn in the team event and any other prize money she may earn for making the podium in the individual events. Shes forever an Olympian and forever a gold medalist in the tradition of all the great female athletes of past Olympics, Burton said.