Olympics 2012’s Star Athletes: Who’s Doing Their Deals

While CAA and WME represent a few of the prominent Olympians, Wassmerman Media Group, Ocatgon and some smaller sports-focused firms carry most of the others

Ryan Lochte, Gabby Douglas and Alex Morgan are just a few stars from this year’s Olympics poised to reap endorsement gold after their performances in London.

So which agencies will be there to broker the deals?

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“It’s hard to foretell beforehand where the drama will come from, who will step up and emerge out of that,” Michael Dolan, CEO of IMG, the largest sports agency in the world, told TheWrap. “When they do, it becomes electrifying.”

Though Japanese gymnast Kohei Uchimura has captured Dolan’s eye, TheWrap compiled a list of a dozen American Olympic stars you might see on your next box of Wheaties — along with the agency that put them there.

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Ryan Lochte generated significant buzz heading into the games as a rival to American powerhouse Michael Phelps. Though Lochte has not won as many individual gold medals as some expected, he has already added five medals to his stash. Wright Entertainment & Sports reps Lochte. 

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Phelps has been a media darling since he first struck gold in the 2004 Athens games, but in setting a new record for most total medals Phelps still has plenty to gain. He has vowed this will be his final Olympics, so why not squeeze out all you can? Octagon reps Phelps.

Rebecca Soni surprised the analysts by racing without restraint in the semifinal leg of the 200 breaststroke. Most favorites save a little for the finals, but Soni broke her own world record. No matter, a day later she broke it again in the final, earning her second straight gold in the event. Wasserman Media Group (WMG) reps Soni.

Missy Franklin and Allison Schmitt have emerged as two female stars in the pool. Franklin in particular has wowed fans due to her youth — she is just 17 — while Schmitt leads the women's team wit the pack with four medals, two of them gold. However, both remain amateurs and thus have no representation. Be ready for a feeding frenzy in 2016.


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Gabby Douglas has emerged as the gymnastics star of these games, leading the American women to a gold in the team competition and besting her competitors in the individual all-around as well.  She is the first African-American woman to win the all-around event. Sheryl Shade represents Douglas.

Jordyn Wieber, the favorite entering the games, failed to qualify for the individual finals but still helped her team win its top medal. WMG represents Wieber.

Aly Raisman surprised many by edging out Wieber for a spot in the individual finals, where she just missed out on a bronze medal. Octagon represents Raisman.

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Track stars will appear in primetime later on in the Olympics, but these three athletes are heavy favorites to medal in their events.

Sanya Richard-Ross has one of the best stories to tell, having been diagnosed with Bechet's syndrome, an immune disease, only to find out she may not have it after all. She narrowly missed gold at 400 meters in 2008 and is expected to make up for it in London. CAA reps Richard-Ross. 

Allyson Felix only qualified at 200 meters after a bit of controversy at the U.S. trials, but the three-time medalist is expected to add to her haul in 2012. WME represents Felix.

The decathlon might not be the sexiest sport around, but Ashton Eaton, poised to win gold in the event, should earn his share of endorsements. Doyle Management represents the Oregon-based decathlete, who took silver at last year’s World Championships in Daegu, South Korea.


Getty ImagesKerri Walsh and Misty-May Treanor are are already two-time Olympic champions, but a third can’t hurt right? The golden girls of the sand survived a scare Wednesday, besting a pair of Austrians in three sets to maintain the lead in group C. Ryan Morgan of Morgan Advisory Group reps Walsh while Progressive Sports Management's Tom McCarthy represents May-Treanor.


Getty ImagesDiehard soccer fans may already know Alex Morgan from her performance at the 2011 Women’s World Cup, where she helped lead the U.S. team to the title despite being the youngest player on the roster. The Berkeley graduate scored two goals in the team’s final two matches.

In 2012, the 23-year old forward has led the U.S. national team with 17 goals in 15 games. Morgan has already begun to carry that stellar play over into this summer’s premiere tournament. WMG represents her.

While there are other potential breakout stars – most of them represented by WMG as well – Morgan tops the list.