© Alain HOTZAU alainhotzau@free.

fr
INTRODUCTION

A company’s first foray into the world of sports sponsorship is often

through association with an athlete
In the early days, that first step was generaly a response to a wish
expressed by senior management. Over the years, however, athletes
sponsorship has evolved considerably.
Today, it is a true communications tool that forms part a company’s
marketing strategy.
ORIGINS AND EVOLUTION

Sports apparel manufacturer Adidas was the first pioneer in this field by
supplying its product to athletes from various disciplines without any
specific agreements or considerations.
At the 1936 Olympic Games in Berlin, American Jesse Owens won four
gold medals in track shoes made by Adidas founder Adolf Dassler.
ORIGINS AND EVOLUTION

In the 1968 Winter Olympics in Grenoble, triple gold-medal winner Jean-

Claude Killy surprised the world by prominently displaying the brand of his
skis during an interview at the end zone of the ski race.
ORIGINS AND EVOLUTION
ORIGINS AND EVOLUTION

THE PRESIDENT’S PET PROJECT

Athletes sponsorship began as private funding provided most often by
generous and wealthy patrons.
The first corporate partnerships were not true acts of sponsorship. The
motivation came mostly from the personal desires and interests of the
company president.
ORIGINS AND EVOLUTION

ATHLETES SPONSORSHIP TODAY

The association betwen a company and an athlete has evolved
significantly due to the professionalism of the sponsorship industry, the
huge sums of money at stake and the marketing successes linked to this
association.
Decisions that are decided solely by the whim of a company president are
rare. It’s a full-fledged part of a company’s marketing strategy.
The investment (R.O.I) must be justified by communications actions &
adequate marketing and meet specific objectives.
CRITERIA TO SELECT AN ATHLETE

THE RIGHT FIT

Choosing which athlete with whom to associate is a crucial step.
Company must look beyond personal favorites.
Any decision must involve serious thought about
brand’s personality and company’s strategic.
The choice must find a natural legitimacy with
how the company sees itself.
A company should undertake a detailed analysis
that takes into account its image, culture, values
products and services as well as its goals.
CRITERIA TO SELECT AN ATHLETE

THE RIGHT FIT

A company has to take into account a certain number of parameters that
will make a good fit. Do you choose :
• An established athlete or a future prospect ?
• Man or woman ?
• Individual or team athlete ?
• Professional or amateur sport ?
• Which discipline ?
• Is the choice a good fit with the company’s other sports partnerships
past and present ?
The use of a sports marketing agency is strongly suggested to estimate
athletes' selection.
CRITERIA TO SELECT AN ATHLETE

THE RIGHT FIT

The company also has also to take account a number of marketing
parameters to determine the convenient choice:
1.Choice of the sport according to the conveyed values
2.Sports performances
3.Notoriety on targets
4.Coherent image with the brand
5.Media current events
6.Advertising obstruction
7.Cost of the rights of image
CRITERIA TO SELECT AN ATHLETE
CRITERIA

PERFORMANCE
Performance is the barometer and overall status indicator of the athlete.
Convincing results, a title, a cup or a medal, are generally synonymous
with partnership offers.
Companies love winners and look to associate their products and
services with champions who perform.
CRITERIA

PERFORMANCE
Michael Phelps - Swimming
The greatest Olympian of all time with a total of 28 medals (23 gold medals)
CRITERIA

CONSISTENCY
An athlete’s career is generally short and made up of highs and lows.
Rare are champion athletes who can dominate their sport and stay on top
throughout their career. Such exceptions are the athletes of choice for
companies who are looking for long-term associations.
Corporate partners who associate with sure winners look for a long-term
partnership and use their champions as true company ambassadors
CRITERIA

CONSISTENCY
Serguei Bukka - 35 World Records / Pole Vault
CRITERIA

POPULARITY OF THE DISCIPLINE

Depending on their discipline, all athletes do not start off on an equal
footing. For historical, cultural and geographical reasons, each country
has its favourite sports.
CRITERIA

POPULARITY OF THE DISCIPLINE

The media coverage that a discipline receives is an important factor in
establishing an athlete’s worth. The modeste performance of a tennis
player or skier will generate more media coverage internationally than a
title won by a gymnast or fencer.
CRITERIA

CHARISMA AND PERSONALITY

Companies are looking for a combination of a winning and a appealing
image. Good results alone are not enough. An athlete needs to seduce
and convince the target audience
A performer with personality beyond sports is clearly an asset that
companies look for as a priority. The athlete is a window on the company,
as such, has certain obligations.
Regardless of performance, athletes with a bland personality or who are
disinclined to step into the spotlight, will have difficulty attracting corporate
sponsors.
CRITERIA

CHARISMA AND PERSONALITY

Cristiano Ronaldo - Football
CRITERIA

COMPATIBILITY
An association between an athlete and a company is sometimes bases on
characteristics or criteria that are not necessarily in line with an athlete’s
marketing worth.
A company that is established in a region is more inclined to support an
athlete form that region.
Similary, an amateur athlete who is a student in a particular sector has
better chances of attracting corporate sponsors in this same sector.
CRITERIA

COMPATIBILITY
Christophe Lemaître – Athletics
CRITERIA

COMPATIBILITY
Sylvie Daigle - Speed Skating
Student in medecine and ambassador for the Milk in Canada
CRITERIA

DIMENSION
In some case, sports performances have no impact on an athlete’s
marketing value. The athlete has acquired a status and worth that no
longer come from a performance results.
A champion who has achieved a certain degree of prestige, unrivalled
popularity and image has a dimension that will not be affected by poor
results or lapses in behaviour.
CRITERIA

DIMENSION
Zinedine Zidane - Football
Several sponsors including: Adidas, Audi, Generali, Orange, Volvic, Z-
enfant, Grand Optical
CRITERIA

DIMENSION
David Beckam - Football
CRITERIA

DIMENSION
David Beckam - Football
CRITERIA

DISTINCTIONS AND AWARDS

Each year, sports institutions, federations and organizations in turn best of
their own awards to recognize the evolution, performances and career of
an athlete.
While such distinctions reinforce an athlete’s place within the sport, they
are not major element in establishing an athlete’s worth. Acquiring
honours is more a plus in building visibility and consolidating an athlete’s
champion status.
For retired athletes, honours are only a crowning of their career.
CRITERIA

DISTINCTIONS AND AWARDS

Christophe Lemaître - Athletics, best athlet of the year (2010)
CRITERIA

COMPELLING STORY / MEDIA OPPORTUNITY

Other unforeseen factors can sometimes significantly increase an
athlete’s sympathy-capital and value
Usually behind each success story is a dramatic tale that places the
athlete in a non-sports context. The public and media always love
tragedies, dramas, struggles, injustices and controversies surrounding
sports.
These stories help put a human face on an athlete who is often only seen
as an icon or money machine.
CRITERIA

COMPELLING STORY / MEDIA OPPORTUNITY

Lance Armstrong - Cyclism
CRITERIA

COMPELLING STORY / MEDIA OPPORTUNITY

Nancy Kerrigan vs Tonya Harding - Ice Skating
CRITERIA

COMPELLING STORY / MEDIA OPPORTUNITY

Christine Boudrias - Speed Skating (Short Track)
CRITERIA

FAMOUS NAME
Being the son or daughter of... is usually a heavy burden to bear for a
young up-and-coming athlete because of the inevitable comparisons
between the know champion and his progeny.
But in marketing circles, it is a whole other matter. Just like a job
recommandation, a famous name can give a huge boost to a athlete’s
marketing value.
The weight of a famous name make it easier to convince a futur corporate
partner. Because it is always synonymous with performance and success
But this advantage at the beginning of the career can quicky turn into a
disadvantage if the performance are not there.
CRITERIA

FAMOUS NAME
Jacques Villeneuve - Formula 1
CRITERIA

POTENTIAL
The value of an up-and-coming athlete cannot be enterely dependant on
his or her potential to succeed.
When a company focuses on an athlete who show exceptional skills
above all others, it is making a sporting bet that has limiting financial risk
because of the athlete’s low marketing value.
The perspective of quickly increasing this value is proportional to the risk
that the athlete will not reach his or her potential
CRITERIA

POTENTIAL
Carolle Zahi - Athletics (100 m)
French champion (2018) and second european record (11’’01)
DANGERS

Athlete association is undoubtedly the sports sponsorship in which a

company can expect a big return on investment as a result of convincing
performances and results.
But it is also the riskiest kind of corporate partnership because it depends
on a single individual and not on a team, a federation or a sports event
There are several things, therefore, that need to be considered…
DANGERS

INJURIES
Rares are the athletes who do not suffer a stoppage in their career.
A company needs to include this variable in its overall thinking and
account for it in its activation programs.

Corporate sponsors who continue to

support an injured athlete,
demonstrate their confidence in that
athlete.
A winning return from a injury
increases the athlete’s marketing
value and, by association, that of his
sponsor.
DANGERS

OFF FORM
An athlete will not always be at the top of his form, but he is preparing for
that ultimate goal. When goals are set, such as winning an olympic medal,
a company agrees to support the athlete throughout the pre-Olympic
period of several years.
Corporate partners need to
remain patient and not
become involved in their
athletes sports program
DANGERS

DOPING
With more and more money at stake, temptation is great for athletes to
turn to illicit drugs to improve their performances.
Doping has become common practice in some sports to the point that
sponsorship agreements included the famous Ben Johnson clause,
which allows a company to immediately terminate the association upon
confirmation of positive doping results.
DANGERS

INTERDICTS
Nikola Karabatic - Handball
Suspected to bet with his team-mates on the own defeat of its team.
Consequence: Lost of his main sponsors, Betclic and Brother
DANGERS

ATTITUDE & BEHAVIOUR

In associating itself with a champion, a company adopts that individual’s
personality and behaviour. The athlete’s statements, gestures, lifestyle
and general attitude become equated with the company’s image.
It is important tot take time to get to know an athlete, his sports entourage,
family situation and friends. Otherwise, any negatives can quickly turn into
a compromising situation for the athlete and the sponsors.
DANGERS

ATTITUDE & BEHAVIOUR

Dennis Rodman - Basketball
One of the worst athletes to manage because of his erratic behavior, which
is incompatible with the image of a top athlete.
DANGERS

ATTITUDE & BEHAVIOUR

Gijs Van Hoecke - Cyclism (London Olympics - 2012)
DANGERS

ATTITUDE & BEHAVIOUR

Ross Rabagliati - Snowbording (Nagano Olympics - 1998)
DANGERS

ATTITUDE & BEHAVIOUR

FINES & SUSPENSION – INNAPROPRIATE COMMENTS
Boxer Manny Pacquio lost the support of Nike after homophobic
comments while Fédérico Macheda, Italian striker of the Queens Park
Rangers, got an €18,000 fine for the same problem on his Twitter account
Paraskevi Papachristou, Greek athlete, triple-jump specialist, was
excluded from the Olympics after publishing a racist comment on Twitter
DANGERS

ATTITUDE & BEHAVIOUR

More recently, american swimmer Ryan Lochte lost his sponsors Speedo
and Ralph Lauren, further to the scandal of its false aggression during Rio
Olympics.
DANGERS

ATTITUDE & BEHAVIOUR

Eric Cantona - Football
DANGERS

ATTITUDE & BEHAVIOUR

The BIC Advertising Campaign change Eric Cantona image in France.
DANGERS

ATTITUDE & BEHAVIOUR

SPECIFICS OF SPONSORING AN ATHLETE

RARELY THE ONLY SPONSORSHIP

Associating with an athlete is rarely the one and only element in a
company’s sports sponsorship strategy.
The risks are higher (See Dangers). Consequently, this kind of
association accompagnies other company partnerships, such as with
sports organizations, federations or sporting events.
SPECIFICS OF SPONSORING AN ATHLETE

LONG-TERM ASSOCIATION
Short-term associations are rarely winning partnerships.
A company may sometimes look to score a media coup by associating
with a famous athlete for quick recognition.
Even if the activation surrounding the partnership is consistent, what will
truly reinforce consumer recognition of the partnership is, above all, the
fact that it recurs year after year.
Example: Nike partnership with Michael Jordan
SPECIFICS OF SPONSORING AN ATHLETE

GREAT RETURN ON INVESTMENT

A single performance during a major sports event can provide a quick
winning return… on condition that the link between the brand and the
athlete is a well established one.
But sponsoring an athlete can be the equivalent of betting on sports
because it involves major risk. The value of the initial investment can
easily quadruple when the results are here.
SPECIFICS OF SPONSORING AN ATHLETE

AMATEUR vs PROFESSIONAL ATHLETES

Professional sport is first an industry which is regularly in the media
spotlight. Amateur discipline do not have this chance, which limits the
exposure and appearences of their athletes
Consequently, professional athletes are easily recognizable and they are
featured in large-scale advertising and media campaigns.
Amateur athletes, on the other hand, are generally used for their
sympathy-capital and given more modest exposure.
SPECIFICS OF SPONSORING AN ATHLETE

OLYMPIC ATHLETES ALWAYS HAVE IMPACT

The Olympics still spin their magic. There is a powerful sense of
identification between the viewing public and the athlete who could be a
son, a brother, someone we could find in any family.
The media reinforce this bond by spinning heartwarming stories filled with
plots, effort, courage and drama.
Compagnies value the human side of the Games and also know that
sponsoring an Olympic athlete is one way of taking part in this event.
SPECIFICS OF SPONSORING AN ATHLETE

EXTREME SPORTS ATHLETES

Surfing, snowboarding and skateboarding have become the favourite
choice of sponsors.
The powerful image projected by extreme sports athletes is a potent force
in raising awareness among members of the rider community (12 -24
years old) whose values are coloured by fun, attitude and performance.
SPECIFICS OF SPONSORING AN ATHLETE

EXTREME SPORTS ATHLETES

Shaun White - Snowboard
SPONSORS : (Annual Sponsorship Income $9 M - Source Forbes)
Burton, Oakley, Birdhouse, Red Bull, GoPro, Ubisoft, Park City Mountain
Resort, Target Corporation, Adio, Hewlett-Packard
SPECIFICS OF SPONSORING AN ATHLETE

EXTREME SPORTS ATHLETES

Tony Hawk - Skateboarding
SPONSORS (Annual Sponsorship Income $10 M) : Winston, Apple,
Nixon, Quicksilver, Adio, BirdHouse
SPECIFICS OF SPONSORING AN ATHLETE

EXTREME SPORTS ATHLETES

Kelly Slater - Surf
SPONSORS : Quicksilver ($ 2M), Boost Mobile, FCS, Komunity Project
SPECIFICS OF SPONSORING AN ATHLETE

EXTREME SPORTS ATHLETES, A NEW PHENOMENON

But the massive influx of corporate sponsorships is dividing the
community, as are events like the X-Games.
Sponsoring a snowbording champion in the Olympic Games, is no
guarantee that a compay will reach its target groupe, the riders.
ATHLETES SPONSORSHIP ACTIVATION

WHAT TO DO WITH AN ATHLETE ?

The next step is to define the marketing use to which you will put the
athlete for the duration of the association.
There are several major ways of using an athlete :
• Promotion
• Ambassador Role
• Negociating Arm
• Internal Communications
ATHLETES SPONSORSHIP ACTIVATION

PROMOTION
The athlete becomes the main promotionnal vehicle for a specific project
for a specified time. His image gives credibility to the promotion and
attracts the target group.
ATHLETES SPONSORSHIP ACTIVATION

PROMOTION
EXPLOITATION D’UN ATHLETE

PROMOTION
Antoine Griezmann - Football
ATHLETES SPONSORSHIP ACTIVATION

AMBASSADOR ROLE
The athlete becomes the company’s spokesperson, a mirror that reflects a
young, positive and winning image.

This role generally applies

to long-term partnerships.
Example : L’Oréal with
french football players David
Ginola and Eric Cantona
ATHLETES SPONSORSHIP ACTIVATION

NEGOCIATING ARM
The athlete can be a major asset for company decision makers during
negociations. He becomes a seductive way of developing closer rapports
and lies.
IMG founder Mark Mc Cormack,
details in his memoirs the importance
to a company president of having a
top-calibre champion accompany him
to business meetings.
ATHLETES SPONSORSHIP ACTIVATION

INTERNAL COMMUNICATION
The athlete is a source of pride and
motivation for employees who are readily
drawn to achievement and can identify with
a champion.
Having an athlete visit a company, meet
with staff or give a talk is always well
received and has a real impact on the work
atmosphere.
ATHLETES SPONSORSHIP ACTIVATION

INTERNAL COMMUNICATION
MARKETING VALUE OF AN ATHLETE

Setting an athlete’s marketing value is a difficult exercice thet requises

considering not only all the parameters described before, but also the
subjective judgement of the various stakeholders (athlete, family, agent,
company, agency,…)
This marketing value is a constant flux over the athlete’s career and it’s
difficult to compare athletes based on personnality, sports disciplines and
performances.
Two athletes of the same calibre and achievements are not likely to have
the brand marketing value once variables, such as personality, brand fit,
shared values and the like, are factored in.
MARKETING VALUE OF AN ATHLETE

TOP 10 ATHLETES MOST WELL PAID – ANNUAL INCOME 2018

(Forbes) * Including fees, bonus, sponsorship income
MARKETING VALUE OF AN ATHLETE

TOP 10 ATHLETES MOST WELL PAID – ANNUAL INCOME 2018

(Forbes) * Including fees, bonus, sponsorship income

Athletes Sport Total Amount Salary Sponsorship

Floyd Mayweather Boxe $285 M $275 M $10 M
Lionel Messi Football $111 M $84 M $27 M
Cristiano Ronaldo Football $108 M $61 M $47 M
Conor McGregor MMA $99 M $85 M $14 M
Neymar Football $90 M $73 M $17 M
LeBron James Basket $85 M $33 M $52 M
Roger Federer Tennis $77 M $12 M $65 M
Stephen Curry Basket $77 M $35 M $42 M
Matt Ryan US Foot $67 M $62 M $05 M
Matthew Stafford US Foot $60 M $58 M $02 M
MARKETING VALUE OF AN ATHLETE

BEST ATHLETES - SPONSORSHIP INCOME 2018

1 - Roger Federer (Tennis) $65 M
2 - Lebron James (Basket) $52 M
3 - Cristiano Ronaldo (Foot) $47 M
4 - Tiger Woods (Golf) $42 M
5 - Stephen Curry (Basket) $42 M
6 - Phil Mickelson (Golf) $37 M
7 - Rory McIlRoy (Golf) $34 M
8 - Kei Nishikori (Tennis) $33 M
9 - Kevin Durant (Basket) $32 M
10 - Jordan Spieth (Golf) $30 M
11 - Usain Bolt (Athletics) $30 M
12 - Lionel Messi (Foot) $27 M
13 - Rafael Nadal (Tennis) $27 M

Record: Tiger Woods Sponsorship Income 2007: $ 87 M

MARKETING VALUE OF AN ATHLETE

BEST ATHLETES - SPONSORSHIP INCOME 2018

Roger Federer (Tennis): $65 M

MARKETING VALUE OF AN ATHLETE

WOMEN ATHLETES MOST WELL PAID

(Forbes) * Including fees, bonus, sponsorship income

Top 100 Athletes most well paid do not include women.

Serena Williams always stay the first wome most well paid with $18 M,
only through her sponsorship agreements (Nike, Wilson, Intel, JPMorgan
Chase, Lincoln, Gatorade, Beats) due to her motherhood
THE MOST MEMORABLE ACTIVATION

THE REFERENCE
Michael Jordan & Nike
Since the end of his career in 2003, Michael Jordan receive each year
about $90 M in sponsorship & investments.
ATHLETES TEAMS

NIKE BASKET TEAM

For the launch of the new Air Nike 25, the sports equipment maker
brought together its best NBA players under contract with Nike but
playing for several different teams.
ATHLETES TEAMS

ADIDAS FOOTBALL TEAM - World Cup 2006

Adidas brought his players, from different nationalities and teams, under
the same banner. This was followed by international advertising
campaigns in which each message was specifically adapted to the
country by highlighting its local champion.
ATHLETES TEAMS

ADIDAS FOOTBALL TEAM NIKE FOOTBALL TEAM

FIFA World Cup 2010 FIFA World Cup 2014
ATHLETES TEAMS

POWERBAR ELITE TEAM

Powerbar, the maker of energy bars, owned by Nestle, has a sponsorship
program that brings together a groupe of elites athletes.
The brand is represented by
23 athletes from such
endurance disciplines as
cycling and triathlon, including
Lance Amstrong and Michael
Phelps.
ATHLETES TEAMS IN FRANCE

LAGARDERE TEAM
LT was a innovative platform that brings together 40 french elite sports
personalities, technicians and scientists.
The objective was to develop a program to optimize the preparation of
these champions. Through this elitist initiative, Lagardere projected an
high-tech image applied to high-level performance.
Sony & Subaru companies have also joined the initiative.
ATHLETES TEAMS

VISA TEAM
VISA, Olympic partner for 25 years, set up an international team of 50
athletes, including 21 from Europe.
Usain Bolt is the main ambassador of the VISA Olympic Program. Only 2
French athletes are part of the team: Laura Flessel (fencing) and Nicola
Karabatic (handball).
ATHLETES TEAMS IN FRANCE

EDF TEAM
Includes 36 athletes from sporting disciplines that are sponsored by EDF
in France and in its subsidiary branches: rowing, canoeing, swimming,
handisports and cycling.
Out of those 36 athletes coming from 4 countries, 19 took part in the
London Olympics including the swimmers Camille Muffat and Yannick
Agnel, who between them won 6 medals.
ATHLETES TEAMS IN FRANCE

TEAM ESPRIT J.O. CAISSE D’EPARGNE

Team made up of 19 athletes from 11 disciplines. Each regional savings
bank was involved by being able to choose the athlete who would
represent it at the Games. The objective was to capture the interest of the
partners and clients of the bank.
Particularly Christophe Lemaitre, captain of the Team Esprit J.O., was cast
into the spotlight through a bank card with his picture on it.
© Alain HOTZAU alainhotzau@free.fr