Here’s a langrenn.com article from a just a wee while back. It would be a mistake to let it slip by.
(Original Source: langrenn.com 10-18-2009, translated by Patrick Stinson)
Petter Northug is on top as far as exposure value.
“This only shows that ‘the winner takes it all'”, says Manager of Sponsorships at [Norwegian Bank] DnB Nor, Jacob Lund, to Aftenposten.
Petter Northug is worth over $1.5 million in exposure value, shows a review by Synovate done on behalf of sponsors.
The triple world champion is by far the most valuable of the cross country skiers. Next on the list is Marit Bjørgen, who is worth over $500,000.
“When an athlete is worth the most, he also gets the most exposure. It’s quite natural,” Lund told the newspaper.
DnB Nor sponsors the entire [Norwegian] ski association through the Cresco brand.
“But the big profiles are important for the sponsors. You have to have a Petter Northug, a Emil Hegle Svendsen, a Andreas Thorkildesen. It is a matter of life and death for an association that it has profiles with appeal,” says Lund.
Ola Vigen Hattestad is worth over $300,000, and Kristin Størmer Steira $170,000.
“It is a matter of life and death for an association that it has profiles with appeal.” – Jacob Lund
Almost everyone in Anchorage knows who Kikkan Randall is. She’s everywhere; TV, magazines, and yes, public busses.
This is an Olympic season, so the stakes are high because a gold medal at that particular little competition has got to be worth more than a few Subway Ads and a nice Subie. If (and by if, I mean when) Kikkan brings home the first Olympic gold medal, is it possible that some of those foreign skiers would consider heading over the pond for a piece of good ol’ Ameri-pie?
And then, remember him again.