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© St. Petersburg Times, published February 23, 2002
SALT LAKE CITY -- With the performance of her young life, Sarah Hughes, 16, soared from fourth to win the women's figure skating gold Thursday.
Next comes the payoff, which could be as much as $10-million, marketing analysts said Friday.
Hughes, who doesn't have an agent, could be the most marketable star to emerge from the Games because figure skaters are among the most popular athletes. Canadians Jamie Sale and David Pelletier, who shared the gold in pairs, also could cash in.
"They have the chance to stay in the public eye with tours and the made-for-TV specials, and they appeal to both sexes as well as the traditional nonsports fan," said Bob Dorfman of Pickett Advertising.
More than 90 percent of Hughes' windfall probably would come from appearance fees on pro tours.
Michelle Kwan's bronze might mean the opposite.
"If she'd won, it may have extended her career to the Peggy Fleming level," said Bob Williams, president of Burns Sports & Celebrities, a company that matches athletes with advertisers.
"But being a silver- and bronze-medal winner is not as attractive."
-- Information from Associated Press, Cox and Bloomberg News was used.