Simone Biles continues to make headlines after winning four medals in the Rio 2016 Olympics. The 19-year-old gymnastics champion has won 14 medals in her career, making her the first person to own the most world medals in U.S. history.
Digiday.com notes that Simone already has $2 million in endorsement deals, including a range of TV, print and online campaigns for brands like Procter & Gamble’s Tide, United Airlines, Hershey’s, Core Power and GK Elite Gymnastics. Now, with four golds and a bronze under her belt, the biggest star to come out of the 2016 Olympics is on track to becoming a powerful brand ambassador.
As her star power grows, so do her projected earnings. The 19-year-old is featured in a Protector and Gamble commercial titled “Thank You Mom.” She is also in one of P&G’s commercials for Tide Pods.
Biles is also on Kellog’s Special K Red Berries cereal boxes. Additionally, she partnered with GMR Inc. on a line of home gymnastics equipment. Other deals include; Hershey’s, Core Power, United Airlines, GK Elite Gymnastics and Nike.
“Simone Biles represents the quintessential American dream, and that’s what makes her such a powerful brand ambassador,” said Nelson Freitas, chief strategy officer at Wunderman New York. “She has overcome tremendous obstacles and persevered through her hard work, resilience and determination. That kind of an inspiring story makes her a brand darling.”
Biles began practicing gymnastics in 2003, and is the first woman to ever win four straight world championship all-around titles. In 2013, at the start of her career in the world championships, the rising star won two gold medals (all-around, floor exercise). That same year, she also won a silver medal (vault), and a bronze medal (balance beam).
In 2014, she won four gold medals (team, all-around, balance beam, floor exercise). She also won a silver medal (vault) that year. The following year, the extraordinary athlete won four gold medals again in all of the same categories. That same year she won a bronze medal (vault).
Andrew Caravella, VP of Marketing at Sprout Social, said that Biles should be careful not to overexpose herself.
“For Biles, transferring success from the beam to brand ambassador will indeed be a balancing act,” he said. “With many existing contracts and a huge social following, it’ll be important for her to pick the right partners — those who can amplify her story and reflect her authentic self.”