Yu-na — $7 Million Girl on Ice
By Jane Han
Staff Reporter
As figure skating superstar Kim Yu-na's wins and fame increase, so is the crowd of corporate sponsors lining up to associate the teenage athlete with their products. From automobiles, baked goods, laundry softener and cosmetics to women's hygiene products, Kim's got it all covered, so the question boils down to her net worth.
Speaking on a per-endorsement basis, the skating prodigy comes with a price tag easily in the one billion won ($740,000) range for a year-long contract, according to industry experts. That's how much LG Healthcare & Household and Maeil Dairy Industry reportedly paid recently for Kim to represent them.
But a rough tally of Kim's already sealed endorsements, sponsorships and cash prizes show that her total income this year will probably hover between eight to 10 billion won, more than double the amount she raked in last year, with two key sponsorships from Kookmin Bank and Hyundai Motor, six endorsement deals with Maeil Dairy, P&G, Samsung, Ivy Club, Nike and LG H&H, plus three licensing contracts with Tous Les Jours, Universal Music and J.Estina. And the list is bound to get longer, with the overall advertising market murky with corporate budget cuts.
``Kim Yu-na sells,'' says Yoon Il-sang, a consultant at HD, a local marketing agency. ``She is totally in the upper realm now, with top celebrities like Lee Hyo-ri and Kim Tae-hee, but what's even better is that she has a fresher appeal.''
Advertisers not only prize the young icon's performance on ice, but also credit her attractiveness and fit physique.
Adding more weight to the underlying image, an official of Innocean, Hyundai's in-house ad agency, which started airing a new campaign featuring the star athlete last week, said Kim's magic is in the message of hope that she brings.
``Seeing her skate to victory lets the audience escape the reality of the depressing economy, if only for a few minutes,'' he said.
Capitalizing on her star power, some early advertisers have seen sales jump two to three-fold since signing her, according to media reports.
More companies will compete to hand Kim money, but Kim's management firm, IB Sports, says that it will become more selective in picking endorsements.
``We're looking for long-term deals that blend well with her image,'' said an official.