Michael Phelps’ mom gets a little sponsorship love, too

BY MARJORIE KORN, MEDILL NEWS SERVICE

It’s no news that the Olympics walk hand-in-sponsored-hand with corporations. Michael Phelps’ sinewy stroke is the cornerstone campaign of Visa Inc., Speedo International Ltd., Omega S.A. and AT&T Inc. And while her son is taking laps in the pool at the Beijing Hilton, Debbie Phelps is getting endorsements of her own.

Chico’s FAS Inc. [[CHS]], the women’s clothing company, proudly reported in a press release, “[Debbie Phelps] spent the week cheering her son to record-breaking gold while wearing Chico’s signature Travelers Collection and unique Novelty Print tops.”

For those of you who want to dress like Debbie Phelps (since we can’t all have Olympic medal-winning sons), Chico’s has a Debbie Phelps Collection, composed of the pieces and accessories she sported during the games.

Moreover, JOHNSON’S Baby, a brand of the Johnson & Johnson Consumer Products Company, named Debbie Phelps its official “JOHNSON’S Mom of the Olympics Games.” According to Fred Tewell, group product director for JOHNSON’S Baby, Debbie Phelps will appear in a 30-second spot during the closing ceremonies Sunday. Tewell says a partnership was negotiated Friday in Beijing, Debbie Phelps arrived stateside Monday and shot the commercial Tuesday in New York.

“In the TV spot, [Debbie Phelps] will be thanking Michael for everything he’s done and all of what he’s brought to her,” Tewell describes, “You also see that she talks about how he’s a superstar athlete, but to her he’s just her little boy.”

Asked about future partnerships between JOHNSON’S Baby and Debbie Phelps, Tewell said, “There are potential opportunities for us to talk; we are definitely open to doing future things.”

Tewell describes Debbie Phelps as the “iconic mother of the games,” adding about her appeal, “It goes back to Debbie as an educator…she’s a single mother, she’s talked a lot about the challenges Michael had when he was growing up. It makes her the ultimate mother.”

According to the press release, Debbie Phelps is now represented by the same sports agency as her son, Octagon. The commercial will culminate JOHNSON’S Baby’s “Thanks Mom” advertising campaign, and will appear on its Web site Sunday.

Moms getting a little sponsorship love isn’t unprecedented—think Wilma McNabb, Louise Strahan, Gladys Bettis and Lavoyda Leonard, who filled their NFL sons up on Campbell’s Chunky Soup. But, according to Brian Lammi, president of Milwaukee, WI-based Lammi Sports Management, “The level of attention that Debbie Phelps has received has been unprecedented.”

Should Debbie Phelps decide to pursue more promotions, Lammi said he believes she would be aligned with more female-oriented brands and leave the athletic labels to Michael.

Lammi, who has worked with Olympic gymnasts Morgan and Paul Hamm, says typically, the “shelf life [for an Olympic athlete seeking endorsements] may be six months or a year of quality opportunity” following the quadrennial games, but “Michael Phelps’ accomplishments have been so incredible, his shelf life may be extended.”

Would Phelps have been worth significantly less had he not won all eight gold medals? “I think even if it was six or seven, his story is awfully compelling,” Lammi surmises, and Debbie Phelps “has a unique story to tell, being the mom and only other person you see aligned with Michael Phelps.”

One hopes that had Phelps not gotten gold in every race, his incredible achievement would not have been overlooked. And most certainly his number one cheerleader would have been just as proud.

But win he did, and 82 million people joyfully and un-cynically jumped out of their seats, swept up in the moment, and might even be persuaded to sport a Speedo or some Chico’s slacks, depending on the occasion.

Photo by Marjorie Korn, Medill News Service

Tags: AT&T, Beijing, Bettis, Campbell's, Chico's, Debbie Phelps, endorsements, gold medals, Hamm, Hilton, Johnson & Johnson, Johnsons, Lammi Sports Management, Lewis Black, McNabb, Michael Phelps, NFL, NPR, Octagon, Olympics, Omega, Speedo, Sports & Leisure, Strahan, swimming, Visa