Forbes.com; Sports Business

Americans take to sports heroes who seem trustworthy and sincere. Olympic favorite Shawn Johnson leads the pack.

Since the Olympic Games in Beijing, gold medal gymnast Shawn Johnson has played it just right. She’s been out there on the CMT Music Awards and Dancing With the Stars. She’s scored a few endorsements, including McDonald’s and Secret deodorant. But she hasn’t overdone it, hasn’t risked a crass reputation by chasing down every last endorsement nickel or showing up on every talk show.

And that’s the reason–in addition to talent of course–that Johnson is America’s most-liked sports figure, according to the latest surveys conducted by E-Poll Market Research, an Encino, Calif.-based research firm that tracks celebrity likability ratings.

“She didn’t overexpose herself after the Olympics,” says E-Poll Chief Executive Gerry Philpott of Johnson, who’s seen by the bulk of the public as “charming” and “warm,” according to the surveys.

There’s also the advantage of showing versatility: Johnson didn’t just sign up for Dancing With the Stars, she won. “You don’t do that with just athletic ability, you need a style that wins over hearts and minds,” says Philpott.

E-Poll scientifically surveyed a representative sample of 1,100 people age 13 and over. Candidates were limited to active athletes, coaches or commentators with a minimum 10% awareness rating.

The most common adjective fans use to describe their favorites: trustworthy. All exude a consistency and familiarity that leads fans to believe they’d be perfect barroom buddies or spouses, Philpott points out.

“It means they’re seen as dependable, people think ‘I can count on them,’ ” Philpott says.  The key, apparently, is not biting off too much all at once. It worked for Johnson.

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