Marketers try to capitalize on Phelps' Olympic juggernaut

Phelps ignites a sponsor scramble; Fox News friends Facebook; 'Family Guy's' McFarlane teams with Burger King and Google; and more.

Marketers are scrambling to capitalize on the new superstardom of Olympic swimmer Michael Phelps before the sparkle wears from his record eight gold medals, The Wall Street Journal reports.

Unlike sports such as golf or basketball, swimming steps into the spotlight only every four years, making the shelf-life for 23-year-old Phelps' top-of-mind status short. He'll be making the rounds at events for his sponsors, such as Visa, on morning and late-night TV shows back in the States, and will begin the publicity for the London 2012 Games next Sunday.

Meanwhile, his agent is busy fielding pitches on tie-ins from as diverse as dog food and dental work.

Also:

In an effort to make new friends, Fox News is reaching out on Facebook rather than the MySpace social network owned by shared parent company News Corp., The New York Times reports.

Sportsfanlive.com, a Web site containing customized sports content, fantasy games, and social networking, launches this week.

Network news programs and cable news stations ramp up their election coverage aimed at the younger age set after a big showing across the primaries.

Seth McFarlane, creator of the animated TV program Family Guy, has teamed with Burger King and Google to create animated shorts that will have marketing messages rolled into the content.

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