American Mikaela Shiffrin's bid for Alpine skiing history will inspire young fans but brands may be harder to sway as her sport fights to get a bigger share of the sponsorship pie, experts say. The twice Olympic champion secured her 83rd World Cup victory on Tuesday, moving her past compatriot Lindsey Vo
American Mikaela Shiffrin's bid for Alpine skiing history will inspire young fans but brands may be harder to sway as her sport fights to get a bigger share of the sponsorship pie, experts say.
But while she writes herself into the history books that does not mean sponsors will open their chequebooks - even for the most marketable woman in Alpine skiing. The 27-year-old has signed deals with the likes Barilla, Visa and Adidas, brands that would be the envy of most female athletes in the United States, where men's professional sport takes an overwhelming share of spending dollars.
"Plus, Alpine skiing now has to compete with freestyle skiing and snowboarding at the Olympics, which attracts a younger fan base and have created a cool new group of female athletes competing for endorsement dollars."In the United States, Shiffrin has already eclipsed the star power of the sport's past celebrities, including 1998 Super-G Olympic champion Picabo Street, six-times Winter Games medallist Bode Miller and even Vonn.
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Alpine skiing-Shiffrin poised for record 83rd World Cup winAmerican skier Mikaela Shiffrin was poised to take a record 83rd women's World Cup win on Tuesday after setting the fastest time in the first leg of a giant slalom in the Italian resort of Kronplatz.The four-times overall World Cup champion clocked a time of 58.72 seconds down the Erta slope with Swiss ri
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Alpine skiing-Shiffrin claims 83rd World Cup win to set women's recordAmerican Mikaela Shiffrin claimed a record 83rd women's World Cup victory on Tuesday, moving past her compatriot Lindsey Vonn.Shiffrin claimed her milestone win in the giant slalom at the Italian resort of Kronplatz.The four-time overall World Cup champion clocked the fastest first leg down the Ert
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Alpine skiing-Shiffrin passes Vonn to become all-time woman's World Cup winnerMikaela Shiffrin reached the summit of ski racing on Tuesday, passing fellow American Lindsey Vonn with victory in the giant slalom at Kronplatz to become the most successful female Alpine skier in World Cup history with an 83rd title. The victory puts the 27-year-old just three wins away from the all-tim
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Alpine skiing-Shiffrin full of gratitude after milestone winBefore Mikaela Shiffrin skied into the history books with an 83rd World Cup victory on Tuesday, she took time to acknowledge the more than 100 course workers as they finished a long night of clearing excess snow off the Italian piste. 'I took a video of them because that was a moment where you take a step
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Shiffrin full of gratitude after milestone winBefore Mikaela Shiffrin skied into the history books with an 83rd World Cup victory on Tuesday (Jan 24), she took time to acknowledge the more than 100 course workers as they finished a long night of clearing excess snow off the Italian piste. 'I took a video of them because that was a moment where you tak
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US residents of 'very safe' Monterey Park stunned by mass shootingMONTEREY PARK, United States - The 'Year of the Rabbit' began in horror on Sunday for the inhabitants of Monterey Park, the largely Asian American suburb of L
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