Cashing In On The Olympics: Who Will Turn Gold Into Green?
First Published: August 13, 2012 9:36 PM EDT Credit: Getty Images
LOS ANGELES, Calif. -- Gabby Douglas stuck her landing and became the first African-American gymnast in Olympic history to win gold in the individual all-around. And she picked up gold in the all-around with her teammates, as well.
But she’s not the only superstar standout of the games.
Dozens of athletes captured America’s attention like Michael Phelps, Ryan Lochte and, of course, Misty May-Treanor and Kerri Walsh Jennings.
Now that it’s all over, which Olympians will turn gold into green?
For Gabby, just hours after winning the all-around individual gold, she became the latest athlete to feature on a box of Kellogg’s Cornflakes, and that’s just the beginning for the 16-year-old.
There are estimates that she can earn up to $10 million in the next four years.
Ad guru Donny Deutsch told Access Hollywood that Gabby is the most marketable Olympian to come out of the games.
“There’s something beyond the fact of her amazing performance. She twinkles, she pops,” Donny told said of Gabby’s x-factor.
All five members of the gold winning gymnastics team also appear on a Corn Flakes box together and, after winning gold in the floor exercises, team captain Aly Raisman also has big ad potential — the 18-year-old could see around $1 million a year.
But it’s not just endorsements that loom for these athletes.
In London, Aly told Access Hollywood’s Billy Bush she’d be open to trying her hand at acting.
“I would do acting. I like that,” she said.
Donny told Access the key to money making success for these Olympians is cashing in quickly while they are hot.
Highly-marketable Missy Franklin, 17, may forego the opportunity to cash in, for now.
“I really want to stay amateur. I really want to swim in college,” Missy told Access’ Billy in London. “I think we definitely have to sit down and have a talk because there’s a point when you can have enough money to sustain you for your life and there’s so many factors that you have to consider, but right now, I just want to be a part of that college team so badly.”
However, Missy said someday she would love to do “Dancing with the Stars.” And soccer star Alex Morgan also has an interest in the show.
“I’m open [to it],” she previously told Access.
Donny said “Dancing” is worth putting off, for anyone considering it when the field opens up to new contenders. (The show is currently doing its “All-Star” season.)
“I wouldn’t do ‘Dancing with the Stars’ right now for any of them,” he said. “The reason to do ‘Dancing with the Stars’ is huge audiences. They’ve had the biggest audience you can have and it’s more of refining their brand right now to find what types of products, what kind of brands enhance their image.”
Ryan Lochte has also expressed interest in “DWTS,” and his agent said he has been offered a variety of reality show concepts.
The swimmer already endorses such companies as Gatorade and Gillette.
“He’s got a bright future. Obviously [a] great looking guy, great body, but I think as far as performance in the games, I think some of the expectations were so high. But I don’t know if some of the endorsement heat cooled off a little bit,” Donny said. “If I were him, frankly, I’d turn him into an actor, turn him into a sex symbol. He really caught the ladies’ eye.”
And Ryan’s fellow swimmer Michael Phelps will also continue to be successful — he currently makes $7 million in endorsements a year.
“I think he’s gonna be the one who lives on over time because he was so transcendent and he has a very appealing personality,” Donny said. “Phelps, right now, is part of the popular culture.”
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