Insider Q&A -- Agent Evan Morgenstein of PMG Sports

(ATR) Agent Evan Morgenstein is best known for his representation of world-class swimmers and, indeed, many recent stars emerging from Beijing’s Water Cube pool are his clients. The PMG Sports roster includes Dara Torres, Jason Lezak, Aaron Piersol and 1972 Olympic swimming icon Mark Spitz.

Nastia Liukin finished the Games with a gold, three silvers and a bronze. (Getty Images)Morgenstein did not spend all of his time during the Beijing Games at the swimming venue, however. His Cary, N.C.-based agency also represents one female gymnast – 2008 Olympic all-around champion Nastia Liukin of the United States.

After a recent day of gymnastics drama, Morgenstein responded to questions submitted via e-mail by ATR.

ATR: Nastia appears to have it all -- talent, personality and beauty. What is your strategy, post-Beijing, to sustain her appeal across U.S and global markets?

EM: Work, work, work. Nastia did her job, now my agency implements the plan we have been developing for over a year. We hired the best publicity agency in the country, PMK/HBH, to build out Nastia's personality, grace, beauty and intelligence to various demographics through multiple media opportunities. Additionally, they will integrate their efforts with those of Nastia's existing sponsors.

Our goals are not necessarily about trying to get new endorsements, although we will always listen and discuss opportunities. We have 15 at this point. It’s about building a sustainable, Nastia-based brand that transcends time and sports.

ATR: Mary Lou Retton is, perhaps, a once-in-a-lifetime icon, but today's marketing and celebrity landscape is so much more evolved. Doesn't this suggest Nastia can be an even more enduring superstar?

EM: We don’t like comparing athletes and celebrities but here is my feeling. Nastia won five medals in front of one of the largest Olympic audiences ever. Her image on the medal stand is enduring, her performances breath taking. Her family story is amazing. (Her dad and coach, Valeri, was an Olympic gymnastics champion Dara Torres waves to the crowd ahead of her silver medal 50m freestyle swim. (Getty Images)for the Soviet Union in 1988). Nastia is also beautiful, well spoken and bilingual (speaks Russian).

ATR: Dara Torres has connected with so many Americans on so many levels. Can you miss, post-Beijing, with a 41-year-old Olympic comeback success story? What's in her future?

EM: Dara started a revolution for people 30 and older. If you woke up the day before Dara hit the pool at the U.S. Olympic Swimming Trials feeling you like your life needed to be energized, or you needed to be motivated, that is exactly what her electric performance provided you. Her personality, her passion to help others, is so authentic. That is why large companies, publishers, etc., lined up (with contract offers).

ATR: You represent many world-class swimmers. Does Michael Phelps afford his fellow American swimmers a trickle-down effect and, if so, how will it be played out?

EM: I think Michael is a juggernaut, his performance epic. Mark Spitz in 1972 and 2008. (Getty Images)Only time will tell if his performance changes the economics and visibility of the sport, 24/7, 365 days a year.

ATR: Mark Spitz is well entrenched as a successful professional in the world of finance, and as a corporate motivator and pitchman. Does he benefit from Phelpsmania, 36 years later?

EM: Absolutely! I told Mark, ‘Michael is first on our holiday card list every year’. Mark's portfolio is significant: Medco, Allergan (Botox), Get Gold Cash, Hyatt and over 30 speaking engagements this year alone.

ATR: There are many theories about why NBC's Nielsen ratings and internet/mobile traffic have been so very robust during the Beijing Games. How do you explain it?

EM: Personalities, stories, prime time swimming and gymnastics. NBC got it right this time. Dick Ebersol and his group deserve so much credit. Ebersol is passionate about this movement like no other. He loves the athletes and, with that, you can’t go wrong.

Written by Steve Woodward

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