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Olympics 2010: The Gear That's Winning

Olympics 2010: The Gear That's Winning

Which companies stand to gain the biggest marketing boost from these Winter Games?
posted: 02/24/2010
Olympic Medalist Bode Miller

Can Head sell more skis because of Lindsey Vonn and Bode Miller? The answer is yes…in Europe, at least. Americans—unless they’re avid racers—are typically unswayed by who skis what on the World Cup. Europeans, by contrast, are keenly aware. But the Olympics are different, and even in America, it can’t hurt Head to have all those Head skis and boots on the podium.

When a top racer switches gear sponsors, as Vonn did, going from Rossignol to Head last year, it’s big news—and often big money, with six-figure endorsement contracts for the superstars. “Victory schedules”—performance bonuses tied to results—can push the payoffs even higher. A good Olympics can cost your brand a fortune.

Manufacturers take big risks betting on who they think will perform and what they’re worth. So, which companies stand to gain the biggest marketing boost from these Winter Games? Atomic came on strong in the men's slalom, with an all-Atomic podium that brought their total to six. But Head, with Vonn and Miller raking in the medals, remains on top, with eleven.  Rossi and Stoeckli have five medals each. Here’s a look at the Olympic podium results by manufacturer. 

Event

Gold (skis/boots)

Silver (skis/boots)

Bronze (skis/boots)


Women’s Downhill

Linsey Vonn (USA)
Head
Head

Julia Mancuso (USA)
Rossignol
Lange

Elisabeth Goergl (AUT)
Head
Head


Women’s Super G

Andrea Fischbacher (AUT)
Atomic
Atomic

Tina Maze (SLO)
Stoeckli
Lange

Lindsey Vonn (USA)
Head
Head


Women’s Super Combined

Maria Riesch (GER)
Head
Lange

Julia Mancuso (USA)
Rossignol
Lange

Anja Paerson (SWE)
Head
Head boots


Men’s Downhill

Didier Defago (SUI)
Rossignol
Lange

Aksel Lund Svindal (NOR)
Atomic
Atomic

Bode Miller (USA)
Head
Head


Men’s Super G

Aksel Lund Svindal (NOR)
Atomic
Atomic

Bode Miller (USA)
Head
Head

Andrew Weibrecht (USA)
Rossignol
Rossignol


Men’s Super Combined

Bode Miller (USA)
Head
Head

Ivica Kostelic (CRO)
Fischer
Fischer

Silvan Zurbriggen (SUI)
Rossignol
Lange


Women’s Moguls

Hannah Kearney (USA)
Volkl

Jennifer Heil (USA)
Hart

Shannon Bahrke (USA)
Moment


Men’s Moguls

Alexandre Bilodeau (CAN)
Hart

Dale Begg-Smith (AUS)
IDone

Bryon Wilson (USA)
Hart


Men’s Ski Cross

Michael Schmid (SUI)
Stockli

Andreas Matt (AUT)
Solomon

Audun Groenvold (NOR)
Stockli


Women’s Ski Cross

Ashleigh Mcivor (CAN)
Stoeckli

Hedda Berntsen (NOR)
Solomon

Marion Josserand (FRA)
Solomon


Men’s GS

Carlo Janka (SUI)
Atomic
Atomic

 Kjetil Jansrud (NOR)
Atomic
Atomic

Aksel Lund Svindal (NOR)
Atomic
Atomic


Women's GS

Viktoria Rebensburg (GER)
Nordica
Nordica

Tina Maze (SLO)
Stoeckli
Lange

Elisabeth Goergl (AUT)
Head
Head


Men's Slalom

Giuliano Razzoli (ITA)
Nordica
Nordica

Ivica Kostelic (CRO)
Fischer
Fischer

Andre Myhrer (SWE)
Nordica
Nordica


Women's Slalom

Maria Riesch (GER)
Head
Lange

Marlies Schild (AUT)
Atomic
Atomic

Sarka Zahrobska (CZE)
Head
Head

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