Athletes from across the world have been ranked according to their marketing potential over a three-year period from this summer.
- Value for money
- Home market
- Willingness to be marketed
- Crossover appeal
American, 22, Skiing
Ski sensation racing towards greatness in PyeongChang
Representatives: Albrecht Sports & Consulting
Key partners: Atomic, Oakley, Barilla, Longines, Red Bull
2016 ranking: 10
Mikaela Shiffrin moves very, very fast. A skiing World Cup debutante at 15, she had won Olympic gold by 18. This year, she returned from a knee injury to take a third world championship win in the slalom in St Moritz in February before a first overall World Cup title in March. She had turned 22 five days earlier.
At PyeongChang 2018, Shiffrin should confirm her status as the leading star of winter sport. She will be the figurehead of a US team on the cusp of a generational shift, as the likes of Lindsey Vonn prepare for valedictory appearances, and her achievements in 2017 have led many to suggest she might add other medals to a near-certain slalom gold.
“Is my career ahead of schedule? No, I don’t think I’ll ever believe I’m ahead of schedule.” – Shiffrin talks to the New York Times on her 22nd birthday
Shiffrin is already an experienced commercial ambassador but with her profile set to rise at home and abroad, her representatives can expect to add more sponsors in the year ahead. Longines and Barilla are already on board from outside the usual coterie of winter sports brands. A world class athlete from the American skiing heartland of Colorado, who competes most of the year in Europe, is preparing for the defining test of her career in Asia: however quickly it has arrived, it is an ideal moment for international campaigns. EC