Carly Patterson's agent is very busy By Jeff Eisenberg, Staff writer

Copyright 2004 The Times-Picayune Publishing Company

Excerpt from article

"So far, so good for Patterson, easily U.S. gymnastics’ most recognizable face. Before leaving for Athens, Patterson, 16, inked endorsement deals with Visa, AT&T Wireless and McDonald’s in addition to her 2-year-old relationship with ActiveWrap, a company that sells therapeutic wraps. Her likeness already graces McDonald’s bags nationwide as well as a Wheaties box commemorating her Olympic triumphs.

Since her gold medal-winning performance, Patterson also has been the toast of the talk-show circuit. She has appeared with Jay Leno, David Letterman, Katie Couric and Ellen DeGeneres. "All of a sudden, these opportunities are presenting themselves, and Carly’s having a great time," Saegusa said. "She’s been so focused on gymnastics, but I think she enjoys being out there performing, whether it’s in the gym or on stage." In between fielding interview requests, Saegusa is starting to form a long-term plan she hopes will make sure Patterson’s star doesn’t fade. She has booked Patterson to appear on a 40-city tour with the other members of the U.S. women’s squad, and is still sifting through a stack of endorsement requests trying to find companies that suit her client’s interests.

One of her most loyal sponsors, ActiveWrap president Shawn Hickling, expects Patterson to have sustained success as an advertising spokes person. "What will separate her from everyone else is her personality," Hickling said. "It’s the Louisiana in her. When she talks to somebody, it’s always ‘yes sir’ or ‘no sir.’ She’s respectable, humble and polite. A lot of people can relate to that."

Most sports marketing experts agree. Tuchman thinks she will sign multiple six-figure endorsement deals by mid-October, then continue to make appearances for various corporate functions at $15,000-$20,000 apiece. "Out of the crop of U.S. athletes from Athens, I definitely think she and (swimmer) Michael Phelps are the top two," Tuchman said. "She’s young, she’s got a wholesome image, and she’s obviously pretty attractive. A lot of brands are targeting a younger demographic, and she definitely fits in with that." If online auctions can be used as a gauge, that image is already selling.

A whopping 173 pieces of Carly memorabilia are for sale on Ebay right now, from trading cards, to T-shirts, to signed Wheaties boxes. That lends credence to Saegusa’s belief that Patterson could capably promote a wide range of products. "She has really broad appeal," said David Carter, founder of the California-based Sports Business Group. "She’s attractive and articulate. A lot of corporations are becoming very leary of working with athletes because of their off-the-field issues, but she is the quintessential non-ball player."

There’s no question about Patterson’s potential in the consumer market this autumn. What should be more interesting is to see when her 15 minutes run out. Will she go the way of Kerri Strug, a one-hit wonder destined to be a footnote from the nation’s Olympic past? Or will her popularity endure like Retton’s has? "She does have that sort of ability," Tuchman said. But "she definitely needs to get out there in the next couple months." The clock is ticking.