Related Link: http://sports.yahoo.com/olympics/vancouver/blog/fourth_place_medal/post/Pressure-on-Yu-Na-Kim-to-turn-Olympic-gold-into-

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Olympians often secure endorsement deals after winning gold, but South Korean figure skater Yu-Na Kim has the scenario reversed. Already a hugely popular figure in her home country, Kim is under enormous pressure to win gold, or those lucrative sponsorship contracts may not continue.



As the reigning world champion and Grand Prix champion, she is expected to win gold in Vancouver this week. But if the fickleness of skating and tough competition from Japanese skaters knock her off the medals podium, she will likely lose her sponsorship deals.



Kim's face is already everywhere in South Korea, in advertising for everything from Hyundai cars to government promotions. If she can't win, the perception will be that she spent too much time shooting commercials, and not enough time skating.



“If she won the silver or bronze medal, many Koreans would encourage or console her. However, if she can’t receive any medals, there will be a strong backlash,” said Lee Chang-sik, an expert on sports marketing at the South Korea communications firm KPR & Associates.



There are plenty of competitors who are able to take Kim out of the endorsement game. Mao Asada of Japan, one of Kim's fiercest rivals, is capable of throwing a triple Axel, something no other competitor will likely try. Other Japanese skaters, Miki Ando and Akiko Suzuki, and Canada's Joannie Rochette will all bring a formidable challenge to Kim.



Kim is already a millionaire. Forbes reported that she made $8 million in endorsements, but that will all come crashing down if she comes crashing down on the ice.