“I don’t know if that was a motivation, but I think she’ll benefit exclusively from brands from China and not much more from Western brands. “If I had to choose between Chinese sponsors and American sponsors, the pool of money for endorsements in China is more interesting for any athlete,” said Fort, who’s the founder of Sport by Fort Consulting. However, the decision was smart financially and can only expand her appeal in the world’s most populous country. Ricardo Fort, who managed Olympic sponsorships for Coca-Cola and Visa during past Games, said he’d be surprised if Gu’s decision to ski for the Chinese team in the Olympics was a commercial one rather than simply sentimental. “Her dual-nationality status makes her the ideal ambassador for Chinese brands operating globally and Western brands looking to grow in China.” “She’s clearly got the potential to transcend her sport,” Tunna said. Now they’re both part of GB Park & Pipe, the British Ski and Snowboard squad, that sees Great Britain’s most talented competing internationally all over the world. Both him and his sister, Madi Rowlands have skied on The Snow Centre’s Freestyle Team for years. “Athletes like Eileen are serving as cultural diplomats who can help carry a message more broadly.”īrands that want to diversify their representatives around the world will flock to Gu, who has “all the qualities” they want, says Dan Tunna, who has done marketing for influencers around the Olympics. 20 year old, pro freestyle skier, Mike Rowlands has sliding on snow in his blood. “Increasingly, brands are looking for ways to position their message as global and not constrained by language or geo boundaries,” says Gutfreund, who previously served as the CMO of Hasbro, MGA Entertainment and the ad agency Wunderman Thompson. That message transcends national boundaries, says Jamie Gutfreund, global CMO for the influencer agency Whalar, who has spent the past decade marketing to younger people. “I want to use my voice to tell people, ‘If I can do it, then you can, too,’” she said. Gu couldn’t immediately be reached for comment, but in an interview with a Forbes contributor last year, she said her “biggest message is just to encourage young girls in sports, extreme sports especially, to break boundaries and not feel too intimated by being the only girl or being the youngest.” On LinkedIn, Eileen Gu’s mother, Yan Gu, calls herself an “expert in China investment” at Fusion Investment in San Francisco.
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