INTELLIGENCE REPORT – ATHLETES SPONSORSHIP

www.sportdecision.com INTELLIGENCE REPORT – ATHLETES SPONSORSHIP

ATHLETES SPONSORSHIP

INTRODUCTION A company’s first foray into the world of sports sponsorship is their marketing value? What are the advantages and risks of this often through association with an athlete. In the early days, that kind of association? How do you integrate an athlete into your cor- first step was generally a response to a wish expressed by senior porate marketing strategy? What are your objectives? management. Over the years, however, athletes sponsorship has evolved considerably. Today it is a true communications tool that To answer these questions, SportDecision sought the advice of forms part of a company’s marketing strategy. major players in this field in . We hope that this report generates interest in looking into athletes sponsorship within the The following report takes an in-depth look at athletes sponsorship business community. and tackles the many aspects that need to be considered before embarking on this type of venture: Which athletes are the best fit? Enjoy! What criteria do you use in choosing them? How do you establish Alain Hotzau - Editor SUMMARY

2 INTRODUCTION AMATEUR VERSUS PROFESSIONAL ATHLETES Reality of the marketplace 3 ORIGINS & EVOLUTION Olympic athletes always have impact PRIVATE BACKING OR PATRONAGE Extreme sports athletes, a new phenomenon THE PRESIDENT’S PET PROJECT Athletes in high-risk disciplines ATHLETES SPONSORSHIP TODAY Athletes from poorly covered disciplines 5 CRITERIA 21 VALUE AND MANAGING AN ATHLETE PERFORMANCE WHAT TO DO WITH AN ATHLETE CONSISTENCY Promotion POPULARITY OF THE DISCIPLINE Ambassador role CHARISMA AND PERSONALITY Negotiating arm COMPATIBILITY Internal communications DIMENSION MARKETING VALUE DISTINCTIONS AND AWARDS Ranking an athlete’s value by status COMPELLING STORY/MEDIA OPPORTUNITY Costs involved in promotions FAMOUS NAME POTENTIAL 24 THE MOST MEMORABLE ASSOCIATIONS AND ACTIVATIONS 14 DANGERS EVOLUTION AND TRENDS INJURIES VICTOIRE program OFF FORM SECTOR No Limits Team DOPING PowerBar Elite Team ATTITUDE AND BEHAVIOUR Team Visa 16 SPECIFICS OF SPONSORING AN ATHLETE Nike and adidas Team Lagardère THE RIGHT FIT DETAILS TODAY IN CANADA Rarely the only sponsorship 27 MAIN AGENCIES REPRESENTING Great return on investment ATHLETES IN CANADA Long-term association

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ORIGINS & EVOLUTION

The past 20 years have witnessed a major evolution in associations between companies and top athletes.

Up until the 1980s, athletes sponsorship Sports apparel manufacturer adidas was generally involved professional players. the first to pioneer in this field by supply- Sports sponsorship had not yet been inte- ing its products to athletes from various grated into the marketing process of com- disciplines without any specific agree- panies. The development and manage- ments or considerations. At the 1936

At the 1936 in Berlin, American Jesse Owens won four gold medals in track shoes made by one of the Dasslers. Legend has it that adidas founder Adolf Dassler himself made Owens’s shoes.

Jean-Claude Killy ment of athletes sponsorships was still Olympic Games in Berlin, American Jesse PRIVATE BACKING OR limited in scope. Amateur athletes from Owens won four gold medals in track PATRONAGE Olympic disciplines had little or no oppor- shoes made by one of the Dasslers. tunity to endorse a corporate brand or to Legend has it that adidas founder Adolf In the days before the growth of sponsor- be seen to help meet the promotional Dassler himself made Owens’s shoes. ship, amateur athletes depended solely needs of companies. Over the years, the brand with the three on their family and on patrons for financial bands evolved its image and recognition support. A closed circle of immediate on athletic fields by using this endorse- family members, admirers, true aficiona- ment policy. dos and ordinary anonymous donors con- tributed funds to the athlete’s develop- The first direct initiative by an athlete ment and quest for victory without any can be traced back to the 1968 Winter conditions. Olympics in Grenoble, France. Triple gold-medal winner Jean-Claude Killy of The history of sport is replete with these France surprised the world by promi- kinds of acts and examples. The first nently displaying the brand of his skis sports patron, French Marquis Melchior during an interview at the end zone of the de Polignac, a great friend of Baron ski race. What seems ordinary today rev- Pierre de Coubertin, organized a grand olutionized the world of amateur sport at celebration on July 23, 1912 in Rheims to the time. honour 23 athletes returning from the Olympic Games in Stockholm, Sweden.

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ORIGINS & EVOLUTION (continued)

THE PRESIDENT’S PET PROJECT were close to their hearts, while others The athlete’s image, personality, values talked of “pet projects.” conveyed by the discipline, media reach Athletes sponsorship thus began as private and potential to perform at the highest funding provided most often by generous While this practice still occurs, happily levels are all elements that are now taken and wealthy patrons. The first corporate patronage is on the wane. Organizations into consideration by a company. partnerships that followed had this same now apply more strategic considerations characteristic and, therefore, were not in their decision to sponsor an athlete. true acts of sponsorship. The motivation for associating a company with a particu- lar athlete or discipline came mostly from ATHLETES SPONSORSHIP TODAY the personal desires and interests of the The practice of sponsoring an athlete has company president. evolved significantly over time, thanks to the professionalism of the sponsorship Athletes continue to be a powerful magnet industry, the huge sums of money at stake for businessmen who see their values and the marketing successes linked to reflected in a particular sport. In the past, this association. this simple fascination was enough to lead a company president to Today’s sponsored athlete decide to sponsor an athlete based on his or is a full-fledged part of a her discipline. The head company’s marketing strategy. of a company who was a The investment to associate golf fan would naturally look to a well-known the company with an athlete golfer to satisfy his desire must be justified by for pleasure and his ego. communications actions Some company heads spoke of sports that and adequate marketing.

Athletes sponsorships that are decided solely by the whim of a company president are rare. Today’s sponsored athlete is a full-fledged part of a company’s marketing strategy. The investment to associate the company with an athlete must be justified by communications actions and adequate marketing, and meet specific corporate, business or marketing objectives.

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CRITERIA

Following are the main criteria PERFORMANCE that determine the relevance Performance is the barometer and overall and value of associating a com- status indicator of the athlete. Convincing pany with a top-calibre athlete. results, a title, a cup or a medal are gen- erally synonymous with partnership offers.

Above all, companies love winners and look to associate their products and services with champions who perform.

When returned to Canada with five medals from the 2006 Olympics in , she saw her market- ing value increase. The long-track champion, who is repre- sented by the Landmark agency, was able to sign a major sponsorship deal with MTS Allstream ( Telecom Services) to 2010. McDonald’s also Cindy Klassen (Photo: ScanPix) (Photo Ewan Nicholson) As essential as the performance criteri- Performance is the barometer and overall status indicator of the on is in the overall assessment of an athlete. Convincing results, a title, a cup or a medal are generally athlete’s worth, it needs to be combined with other parameters. At the 2004 synonymous with partnership offers. Summer Olympics in , Greece, Canada won three gold medals. Two the associated itself with Klassen, now the champions, gymnast Kyle Shewfelt and spearhead of Canada’s drive toward kayaker , both 23 2010. years of age, became models of inspira- tion for Canadian youth.

Adam van Koeverden (Photo Adrian Wyld)

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CRITERIA (continued)

PERFORMANCE (CONTINUED)

But the third gold-medal winner, Lori-Ann Muenzer, does not have a strong image. At 38 years of age, this champion cyclist has yet to receive any sponsorship deal Corporate partners who associate with or promotion contract. In 2005, she “sure winners” like these look for a announced that she was forced to with- long-term partnership and use their draw from competition for a year because champions as true company ambassa- of funding problems—in other words, she dors. (Page 21 — What to do with an did not have enough money to cover her Lori-Ann Muenzer athlete?) training costs. (Photo Laurent Rebours) CONSISTENCY Performance is one thing. A good showing Corporate partners who increases an athlete’s media exposure. With the exception of some disciplines, Depending on the importance of the event such as golf, an athlete’s career is gener- associate with “sure winners” or performance, it can shine the light on ally short and made up of highs and lows. like these look for a long-term an athlete. But the athlete needs to proj- Rare are champion athletes who can dom- partnership and use their ect an image that is attractive to the spon- inate their sport and stay on top through- soring company’s target group. The way out their career. Such exceptions are the champions as true company an athlete reacts and behaves in the spot- athletes of choice for companies who are ambassadors. light is as important (if not more so, looking for long-term associations. according to some) than the result itself. Former short-track speed skaters Sylvie An athlete’s worth also increases signifi- Daigle and performed cantly if the performance occurs in unique at the highest level of their sport for over or favourable circumstances. There a decade, raking up Olympic medals, titles are low expectations for medal wins in and records along the way. In these cham- , and as such, Canadian athletes pions’ wake, dominated his who do find themselves on the podium at sport for many years with exemplary con- the 2008 Summer Olympics will benefit sistency, earning five Olympic medals. from increased visibility.

But focusing only on performance results can be suicide for a company. Firstly, the results belong exclusively to the athlete. A Sylvie Daigle company can take pride in them but cannot own them. Secondly, too many external and uncontrollable factors, such as oppo- nents, equipment, temperature, illness and luck, can alter the course of events. Marc Gagnon

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CRITERIA (continued)

POPULARITY OF THE The media coverage that a discipline media radar. Biathlete Myriam Bédard DISCIPLINE receives is an important factor in estab- also reaped benefits from her Olympic lishing an athlete’s worth. The modest medals in biathlon although the media performance of a Cana- never covered the sport except during dian tennis player or the Olympics. skier will generate more media coverage interna- tionally than a title won by a fencer, gymnast or judoka.

But a sport’s popularity is not the final word. During the 1990s, , who won a medal in syn- chronized at Depending on their discipline, the 1984 Olympic Games, and Sylvie all athletes do not start off on Fréchette succeeded in drawing the media’s attention in spite of the fact that an equal footing. For historical, their chosen discipline was unknown by cultural and geographical rea- the general public and just a blip on the Myriam Bédard sons, each country has its favourite sports. The media coverage that a discipline receives is an important factor in establishing Like all Nordic countries, Canada’s best an athlete’s worth. achievements are in winter sports. Hockey, of course, remains THE discipline of choice. But most other winter sports rank far ahead in popularity over many summer sports.

Sylvie Fréchette (Photo: Stan Behal)

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CRITERIA (continued)

CHARISMA AND PERSONALITY

If success provides the opportunity to be in the media spotlight, an athlete must also project an appealing personality to the media and public. In today’s quest for sponsors, sympathetic-capital is an indispensable asset.

Good results alone are not enough. Companies are looking for a Alexandre Despatie combination of a winning and an appealing image. An athlete A performer with personality beyond sports is clearly an asset needs to seduce and convince the target audience. And what bet- that companies look for as a priority. The athlete is a window on ter way to do this than with a champion who knows how to attract the company and, as such, has certain obligations. He or she an audience. must take on the company culture, behave in exemplary fashion

A good example of this is diver Alexandre Despatie A performer with personality beyond sports is and McDonald’s. When Despatie returned to clearly an asset that companies look for as a Canada on the heels of priority. The athlete is a window on the company performances that put and, as such, has certain obligations. him in the media spotlight, the 13-year-old hopeful answered questions with on the field and at public or media skill, humour and unex- events, and master answers and pected openness. comments during promotional appearances. Accordingly, know- “What are you hoping for ing an athlete and his or her abil- now,” asked one reporter. ity to fulfill these obligations is “To sleep in my own bed important. and eat a Big Mac,” Despatie Alexandre Despatie answered candidly. His Regardless of performance, ath- answer did not go unnoticed by McDonald’s franchises. And the letes with a bland personality or rest is history… who are disinclined to step into the spotlight will have difficulty attracting corporate sponsors.

Alexandre Despatie

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CRITERIA (continued)

COMPATIBILITY DIMENSION talent and, above all, class.” And, to prove it, the company’s recent advertising cam- An association between an athlete and a In some cases, sports performances have paign, which features the soccer champi- company is sometimes based on cha- no impact on an athlete’s marketing on, increased his worth by 12%. racteristics or criteria that are not value. The athlete has acquired a status necessarily in line with an athlete’s and worth that no longer come from ZZ, who today continues to represent marketing worth. Àperformance results. brands, has just signed a five-year deal to promote a brand of European glasses. “He A company that is established in a region A champion who has achieved a certain is a humanist icon,” explains Jacques is more inclined to support an athlete degree of prestige, unrivalled popularity Bungert, head of Young & Rubicam, the from that region. Similarly, an amateur athlete who is a student in a particular sector has better chances of attracting corporate sponsors in this same sector. The recent example of soccer star Zinedine Zidane is a telling Marie-Hèlène Prémont, Olympic silver one. His sympathy-capital was medallist in mountain biking, has just completed her Bachelor’s degree in kine- not affected after his controver- siology and is going for a second degree in sial gesture during the 2006 pharmacy. Her three-year partnership World Cup final. Zidane and his controversial gesture with Familiprix adds an interesting dimension to this umbrella group of 250 advertising agency for Danone with which pharmacies. ZZ signed an 11-year contract. “Soccer and image has a dimension that will not shone the spotlight on him, but he will be It also allows the athlete to successfully be affected by poor results or lapses in generating attention long after he stops combine top-level sports and studies. Her behaviour. playing the sport.” pharmacy-student profile coincides per- fectly with the group’s image. The recent example of soccer star With this kind of status, it is not surprising Zinedine Zidane is a telling one. His sym- that top brands are after him. adidas, pathy-capital was not affected after his CanalSatellite, Danone, France Telecom controversial gesture during the 2006 (Orange) Audi and clothing manufacturer World Cup final. Zannier have associated themselves with him for a total annual amount of $12.2 In fact, his major corporate sponsors con- million in advertising contracts. firmed their unwavering support for the French soccer icon. “It hasn’t affected our contract,” stressed Marie-Christine Lanne, marketing director of the insurance com- pany Generali France, which signed a three-year contract with the player that runs to 2008. “Zidane is already in the his- Marie-Hèlène Prémont tory books. His off-field image is strong. He inspires confidence and represents ability,

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CRITERIA (continued)

DISTINCTIONS AND AWARDS

Each year, sports institutions, federations and Similarly Beckie Scott’snew organizations in turn bestow their own awards to roles on the IOC and WADA (World Anti-Doping Agency) ath- recognize the evolution, performances and career letes commission is the result of of an athlete. her approach to ethics in sports and her fight against doping. While such distinctions reinforce an athlete’s place within the Beckie has a well-established sport, they are not a major element in establishing an athlete’s image, but her new roles will not worth. Acquiring honours is more a plus in building visibility and increase her marketing value as consolidating an athlete’s champion status. a retired Olympian. Beckie Scott (Photo Ewan Nicholson) For retired athletes, honours are only a crowning of their career. The naming of a team player as The recent naming of Marc Gagnon (short-track speed skater) captain, however, can increase or at least strengthen an athlete’s and Marianne Limpert (swimming) to the Canadian Olympic Hall marketing value. The recently named of Fame will not alter the marketing value of these athletes who , just 19 years old, as the youngest team captain in continue to endorse corporate brands. NHL history.

The same holds true for the 2006 International Olympic Committee The title was not just Award bestowed on Clara Hugues. Winning the award is an an honorific one. It accomplishment in her career, but her worth is mainly deter- underscores the lead- mined by the fact that she was the only Canadian and the fourth ership that Crosby athlete in history to win medals in both the Summer and Winter has shown in spite of Olympic Games. his age. This is a new tool in the hands of Crosby’s agents when the time comes around to renegotiate his contract with the Pittsburgh Penguins and any future com- mercial agreements.

Clara Hugues in action Sidney Crosby, 19 years old and new team captain

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CRITERIA (continued)

COMPELLING STORY/ Lance Armstrong’s successful comeback Closer to home, the theft of short-track MEDIA OPPORTUNITY from a terrible battle with cancer made a speed skater Christine Boudrias’s lasting impression. Olympic medal upon her return from While an athlete’s worth is usually deter- in 1994, boosted her sympa- mined by performance combined with other criteria, such as personality or the sport’s media appeal, other unforeseen factors can sometimes significantly The public and media always love increase an athlete’s sympathy-capital and value. tragedies, dramas, struggles, injustices and controversies surrounding sports. Usually behind each success story is a These stories help put a human face dramatic tale that places the athlete in a non-sports context. The public and media on an athlete who is often only seen as always love tragedies, dramas, struggles, an icon or money machine. injustices and controversies surrounding sports. These stories help put a human

Injustices suffered by athletes, such as thy-capital. Her marketing value was indi- Sylvie Fréchette (synchronized swim- rectly increased as a result of the unex- ming, 1992 Olympics in ) or the pected media exposure. skating pair of Jamie Salé and (figure skating, 2002 Olympics in These stories are uncommon and propel ) propel them outside sports athletes beyond their expectations and and onto the national stage. worth. But this kind of opportunity needs to be properly managed. Critics accused The controversial attack on skater Nancy Jamie Salé and David Pelletier’s agent Kerrigan by the boyfriend of rival Tonya (later fired) of doing a poor job of manag- Harding captivated the American public. ing the media storm and depriving the duo To this day, the broadcast of the free of major financial returns. In spite of this, skate portion of the competition, featur- Salé and Pelletier succeeded in negotiat- ing the two rivals, remains the sec- ing promotional contracts with Crest, ond most-watched sports event in the Roots, Rogers AT&T and Driving Force. In history of American television (after the 2005, they signed with CCM and endorsed Super Bowl). their new line of skates. Jamie Salé & David Pelletier, Skating’s Golden Couple face on an athlete who is often only seen as an icon or money machine.

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CRITERIA (continued)

FAMOUS NAME Undoubtedly, a prestigious name grabs attention and facilitates contacts and Being the son or daughter of… is opens doors. Decision makers will have greater initial interest in the progeny of usually a heavy burden to bear for or than in a young up-and-coming athlete another promising hockey player. because of the inevitable com- Although a famous name is usually an parisons between the known advantage at the beginning of a career, it champion and his progeny. can quickly turn into a disadvantage. Ultimately what counts most is perform- But in marketing circles, it is a whole ance. Comparisons between father or other matter. Just like a job recommenda- mother and child are inevitable. A young tion, a famous name can give a huge athlete’s marketing worth will quickly boost to an athlete’s marketing value. erode if the results are not there. , 97 F1 World Champion The weight of a famous name makes it easier to convince a future corporate

Craig Pollock, agent for race-car driver Jacques Villeneuve, of his famous father Gilles, acknowledges that the Villeneuve name served him well in his early negotiations with companies interested in associating themselves with Jacques.

partner. The reason is simple. A famous name has an inherent worth because it is already synonymous with performance and success.

Craig Pollock, agent for race-car driver Jacques Villeneuve, of his famous father Gilles, acknowledges that the Villeneuve name served him well in his early negoti- ations with companies interested in asso- ciating themselves with Jacques.

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CRITERIA (continued)

On the opposite side of the coin, the value Canadian hockey player Alexandre Daigle When becoming involved with the next of an up-and-coming athlete cannot be is a typical example of a promising athlete generation of athletes, a corporate part- entirely dependent on his or her potential whose career did not materialize into the ner needs to focus not only on its associ- to succeed. When a company focuses on success expected. ation with a future protégé, but also put an athlete who shows exceptional skills that on the front burner and actively con- above all others, it is making a sporting In 1991, Daigle was a sensation in the tribute to the development of an elite ath- bet that has limited financial risk because Quebec Major Junior Hockey League. lete in order to lessen any risk incurred. of the athlete’s low marketing value. Observers forecasted a brilliant future for the young hockey star and rushed to The perspective of quickly increasing this compare him to Wayne Gretzky. He was value is proportional to the risk that the picked up by the in 1993,

Canadian hockey player Alexandre Daigle is a typical example of a promising athlete whose career did not materialize into the success expected.

athlete will not reach his or her potential. with and , but How many young athletes have failed to Daigle was never able to match his rep- meet expectations? In amateur sports utation. His teammate, , and in the world of professional sports, stole the limelight from him. Daigle is the list, unfortunately, is a long one. still often criticized for being lax and poorly motivated.

Daigle underwent a series of more or less successful trades before quitting the world of hockey to launch a career in the movies. His return to hockey in 2002 was inconclusive.

Even if an athlete’s entourage (coach, fed- eration, team, etc.), professionals (former well-known sports athletes), specialists and the media are unanimous in their recommendations of the athlete, the road to success is fragile and not guaranteed.

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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:

INJURIES throughout the pre- Rare are the athletes who do not suffer a Olympic period of sev- A veritable scourge, eral years. An athlete stoppage in their career. Performing at doping has become the top level of a sport involves challeng- will not always be at ing the limits of one’s body and often sur- the top of his or her common practice in some passing them with all the risks that that form, but he or she is sports to the point that can entail. preparing for that ulti- sponsorship agreements Ben Johnson, the ultimate mate . symbol for doping A company needs to include this variable now include the famous in its overall thinking and account for it in Ben Johnson clause, making the athlete respon- DOPING sible for his or her obliga- its activation programs. Corporate spon- which allows a company sors who continue to support an injured Just uttering the word tions toward the sponsor. athlete demonstrate their confidence in “doping” makes agents to immediately terminate But companies are hesi- that athlete. and companies uneasy. the association upon tant to turn to this prac- A veritable scourge, tice because of the nega- confirmation of positive A winning return from an injury increases doping has become tive media repercussions the athlete’s marketing value and, by common practice in doping results. that this kind of action association, that of his or her sponsor. some sports to the might have. point that sponsorship agreements now include the famous Ben Johnson clause, Doping occurs mainly in disciplines where OFF FORM which allows a company to immediately the surrounding culture encourages the More worrisome are those periods when terminate the association upon confirma- spread and regular use of drugs. Track athletes are off their form. At these times, tion of positive doping results. and field and cycling are regularly affect- doubts creep into the minds of both the ed by this plague. athlete and the sponsor about whether With more and more money at stake, the the athlete can achieve results that are temptation is great for athletes to turn to But no systematic generalization can be worth the financial investment. illicit drugs to improve their performances. made to all sports. The effect of doping is limited in team sports and car racing Corporate partners need to remain patient Beyond building a trust relationship with because there are many other factors that and not become involved in their athletes the athlete, a company needs to anticipate are needed to win. sports program. and shield itself from any eventual scandal.

When medium–and long-term goals are If the termination clause is a step forward set, such as winning an Olympic medal, a to protect themselves, companies are also company agrees to support the athlete not looking at the possibility of seeking finan- just for the two weeks of the Games but cial compensation from the offending ath- lete. This solution has the advantage of

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DANGERS (continued)

ATTITUDE AND BEHAVIOUR

In associating itself with a champion, a company In Canada, the bizarre behaviour of Canadian Olympian Myriam Bédard in the last few years has completely ruined her market- adopts that individual’s personality and beha- ing value. Her antics, statements and other ups and downs in her viour. The athlete’s statements, gestures, lifes- private life have left her with little hope of associating herself with tyle and general attitude become equated with future corporate sponsors, as have other retired champions. the company’s image. Ross Rebagliati’s Olympic gold medal in snowboarding left a bit- It is important, therefore, to take time to get to know an athlete, ter taste when the athlete tested positive for marijuana during his or her sports entourage, family situation and friends. the 1998 Olympic Games in Nagano, Japan. No sooner had his Otherwise, any negatives can quickly turn into a compromising impressive performance begun opening doors to lucrative spon- situation for the athlete and the sponsors. sorship deals with brand names than the ensuing scandal from the positive doping test sent potential sponsors scurrying. A case in point is the example of Franco-American tennis star Mary Pierce and her overbearing and disruptive father who tar- This example is not, however, the most significant. While most nished the athlete’s early career and image. The same holds true companies are not interested in associating with this kind of ath- for young champion Jennifer Capriati and her wayward antics, lete, others may be interested and see an opportunity to exploit which, for a time, left her career in doubt. the athlete’s rebel side. That was the case with clothing manufac- turer Roots, which tapped into Rebagliati’s unique image to reach a young audience that was more inclined to appreciate his irrev- erent attitude.

Ross Rabagliati

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SPECIFICS OF SPONSORING AN ATHLETE

THE RIGHT FIT Choosing which athlete with whom to associate is a crucial step for any company, and that company must look beyond personal favourites. Gone are the days when associations between athletes Any decision must involve serious Choosing a sports association on the thought about the brand’s personality basis of the sport itself (choice of disci- and companies were coloured and the company’s strategic marketing. plines that correlate with the corporate by the personal likes of senior Moreover, it has to take into account a image) as on the type of partnerships management. Today, sports certain number of parameters that will (options between federation, athlete, team, make a good fit. event) must find a natural legitimacy with sponsorship is fully a how the company sees itself. communications vector, in Do you choose an established athlete which investments are carefully or a future prospect? Man or woman? A company should undertake a detailed Individual or team athlete? Professional analysis that takes into account its image, studied and chosen. Nothing or amateur sport? Which discipline? Is the culture, values, products and services as is left to chance. choice a good fit with the company’s other well as its goals. sports partnerships, past and present?

Gone are the days when associations between athletes and companies were coloured by the personal likes of senior management. Today, sports sponsorship is fully a communications vector, in which investments are carefully studied and chosen. Nothing is left to chance.

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SPECIFICS OF SPONSORING AN ATHLETE (continued)

The reason is simple: the risks are higher. An association should leave a lasting Unlike a sports team or federation, spon- impression in people’s minds. Even if the sored athletes are subjected to many management surrounding the partner- constraints and dangers that can quickly ship with the athlete is consistent, what compromise their season or their career will truly reinforce consumer recognition and, consequently, their marketing worth. of the partnership is, above all, the fact that it recurs year after year. GREAT RETURN ON INVESTMENT Sponsoring an athlete represents a great Who can think about Michael Jordan opportunity for any company looking to without thinking about Nike? And vice reap benefits from increased and rapid versa? The immediate connection that visibility. A single performance during a forms in the mind’s eye cannot occur major sports event can provide a quick without substantial and sustained com- winning return… on condition that the link munication over a long period of time. between the brand and the athlete is a well established one.

Michael Jordan, a sport legend

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.

DETAILS But sponsoring an athlete can be the equivalent of betting on sports because it RARELY THE ONLY SPONSORSHIP involves major risk. The value of the initial Associating with an athlete is rarely the investment can easily quadruple when the one and only element in a company’s results are there. sports sponsorship strategy. Excluding the case of specific sports equipment LONG-TERM ASSOCIATION manufacturers, a partnership with an ath- A profitable association between a com- lete accompanies other company partner- pany and an athlete requires an invest- ships, such as with sports organizations, ment in time and consistency. Short-term federations or sporting events. associations are rarely winning partner- ships. A company may sometimes look to score a “media coup” by associating with a famous athlete for quick recognition.

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SPECIFICS OF SPONSORING AN ATHLETE (continued)

AMATEUR VERSUS PROFESSIONAL ATHLETES Can professional athletes and “so-called” amateur athletes be thought of in the same way when it comes to sports sponsorship?

If the world’s best amateur athletes reap financial reward from their sport, few ever If the world’s best amateur athletes rival the amounts paid to professionals. reap financial reward from their sport, Olympic champion Michael Phelps (swim- ming) could never hope to generate the few ever rival the amounts paid to same kind of sponsorship interest as professionals. a star player in a professional sport, in spite of his international fame and status that goes far beyond the confines of REALITY OF THE MARKETPLACE amateur sport. Although Canadian companies are interested in using the services of professional athletes for nation- The reason is simple. A professional foot- al promotions, most professionals are south of the ball or hockey player is regularly in the border. They play for American teams because of a media spotlight. Professional sport is, lack of an appealing and financially rewarding league first and foremost, an industry. Amateur back home. disciplines do not have the chance to be in the spotlight, which limits the exposure With the exception of NHL players that are sure bets and appearances of their athletes. to reach the Canadian public, the presence of other professional athletes is limited in Canada. The CFL And there is another major difference from and its nine football franchises cannot compete with a marketing standpoint. Professional ath- the weight of the NFL. letes are easily recognizable and they are featured in large-scale advertising and Due to lack of daily visibility in Canada, basketball media campaigns. Amateur athletes, on star Steve Nash’s reputation has not achieved the extent or fame of a Wayne Gretzky. His the other hand, are generally used for marketing worth and impact are best put to use on his adopted home court: the their sympathy-capital and given more American marketplace. The same holds true for playing major league base- modest exposure. Nonetheless, ama- ball or in NFL. teur athletes are involved in a broader range of initiatives (advertising, promo- Canadian professionals who play individual sports do not face this problem because dis- tion, public relations, events). ciplines such as boxing, golf, tennis and car racing are more visible. A winning perform- ance by a Canadian boxer, golfer, tennis player, or race-car driver at the other end of the world will always generate intensive media coverage at home.

18 ATHLETES SPONSORSHIP SPECIFICS, VALUE AND HOW-TO’S INTELLIGENCE REPORT – ATHLETES SPONSORSHIP

SPECIFICS OF SPONSORING AN ATHLETE (continued)

AMATEUR VERSUS PROFESSIONAL ATHLETES (CONTINUED)

OLYMPIC ATHLETES ALWAYS EXTREME SPORTS ATHLETES, Many American snowboard champions HAVE IMPACT A NEW PHENOMENON have quit the national team (which limits For amateur sports, the Olympics still spin If traditional sports are well anchored in promotion contracts) to form their own their magic. Olympic athletes hold a win- the public mindset, the evolution of con- team to get the most benefit from the ning card because the Canadian public is sumer lifestyles and habits is encouraging sponsorships that come their way. still enamoured with the Olympic Games. a growing interest in new disciplines. Canada also has champions, including skateboarder Pierre-Luc Gagnon, who Beyond Vancouver 2010, there is a power- Telecommunication, information and video are little known by the general public but ful sense of identification between the game industries are on viewing public and the athletes who touch the lookout for ways to their hearts and provide them with intense reach a well-defined moments to experience. client group: the youth market. Along with surf- The Olympic athlete appears human and ing, snowboarding and accessible. He could be a son or a big skateboarding, extreme brother; she could be a daughter or big sports have become the sister, someone you could find in any favourite choice of spon- family. The media reinforce this bond by sors. The powerful image spinning heartwarming stories filled with projected by athletes, plots, effort, courage and drama. such as Tony Hawk, is a venerated by extreme potent force in raising sports aficionados. Companies value this human side of the awareness among mem- Games and also know that sponsoring an bers of the rider commu- And yet sponsorship Olympic athlete is one way of taking part nity, who are between of extreme disciplines in the Olympic event and tapping into the the ages of 12 and 24 seems to have reached benefits by developing a promotional and whose values are the saturation point. campaign around the Games. coloured by fun, attitude The massive influx of and performance. corporate sponsor- If corporate eyes are turned toward winter ships is dividing the community, as are athletes, Olympic athletes who will be tak- Today, the best extreme sports athletes events like the X-Games. Sponsoring a ing part in the 2008 Olympic Summer earn several hundreds of thousands of snowboarding champion in the Olympic Games in Beijing have their word to say. dollars annually, 9% of which comes from Games, therefore, is no guarantee that Given low expectations of any medals at sponsorships. Some of these athletes a company will reach its target group, the Games, a podium performance is sure also have major promotion contracts, the riders. Extreme sports appear to still to generate a flurry of media attention. have launched into film production and be evolving. are marketing their own equipment and clothing line.

19 ATHLETES SPONSORSHIP SPECIFICS, VALUE AND HOW-TO’S INTELLIGENCE REPORT – ATHLETES SPONSORSHIP

SPECIFICS OF SPONSORING AN ATHLETE (continued)

AMATEUR VERSUS PROFESSIONAL ATHLETES (CONTINUED)

ATHLETES IN HIGH-RISK DISCIPLINES ATHLETES FROM POORLY COVERED DISCIPLINES The evolution of the sports sponsorship market follows an interest There are, and will always be, athletes who are left curb when it comes to disciplines. on the sidelines because of low interest and little If track and field generated a huge amount of media attention in media coverage of their discipline. A multiple world the 1980s with megastars like Carl Lewis, Ben Johnson, Michael champion who excels in a sport that generates little Johnson and Marion Jones, repeated scandals ruined the disciplines’ reputation and those of their athletes. interest has a hard time attracting sponsors.

Cycling is now living through this ordeal Canadian champion Miguel Duhamel and will only be saved by a stringent anti- More than ever, a company has is a case in point. As the racer with the most titles in the history of American doping policy. to do its homework and take the time motocross racing, Duhamel is a huge to get to know the athlete, especially The decision to sponsor an athlete in any star in the U.S., but remains a virtual of these disciplines must be taken with a if it is considering a long-term unknown in his own country. Clearly not everyone can be Jacques Villeneuve… good deal of caution and precaution. More relationship. than ever, a company has to do its home- Nonetheless, Duhamel attracts numer- work and take the time to get to know the ous American sponsorship deals south athlete, especially if it is considering a long-term relationship. of the border. But for similar amateur athletes who dominate a When a company confides its brand image to someone, it needs little-known discipline, the road is a long one. They need to pro- to take all the precautions it can. mote a positive personality or find a compelling “story” that will make them stand out.

Miguel Duhamel

20 ATHLETES SPONSORSHIP SPECIFICS, VALUE AND HOW-TO’S INTELLIGENCE REPORT – ATHLETES SPONSORSHIP

VALUE AND MANAGING AN ATHLETE

WHAT TO DO WITH AN ATHLETE NEGOTIATING ARM INTERNAL COMMUNICATIONS The athlete can be a major asset for The athlete is a source of pride and moti- Once you have chosen the athlete company decision makers during nego- vation for employees who are readily that fits in the best with your com- tiations. IMG founder Mark McCormack drawn to achievement and can identify pany, the next step is to define the details in his memoirs the importance to with a champion. a company president of having a top-cal- marketing use to which you will ibre champion accompany him to busi- Having an athlete visit a company, meet put the athlete for the duration of ness meetings. The athlete becomes a with staff or give a talk is always well the association. There are several seductive way of developing closer rap- received and has a real impact on the port and ties. work atmosphere. major ways of using the athlete:

PROMOTION The athlete becomes the main promotion- The athlete becomes the company’s spokesperson, a mirror that al vehicle for a specific project or service reflects a young, positive and winning image. This role generally for a specified time or in an ongoing capacity (to promote various fabrics, glass- applies to long-term partnerships. es, watches, what have you). The athlete’s image gives credibility to the promotion and attracts the target group.

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.

The tonicity of your communication

21 ATHLETES SPONSORSHIP SPECIFICS, VALUE AND HOW-TO’S INTELLIGENCE REPORT – ATHLETES SPONSORSHIP

VALUE AND MANAGING AN ATHLETE (continued)

MARKETING VALUE ANNUAL Setting an athlete’s marketing RANKING OF ATHLETE’S WORTH BY STATUS SPONSORSHIP WORTH value is a difficult exercise that ELITE PROFESSIONALS $500,000+ requires considering not only all Star athletes who represent Canada’s sports elite the parameters described above, Examples: Steve Nash, Sidney Crosby but also the subjective judgment FAMOUS AND PUBLICIZED PROFESSIONALS $250,000+ Athletes who have major North American media exposure of the various stakeholders (the Examples: Major NHL players, (golf) athlete, his or her agent, the com- PROFESSIONALS PLAYING IN CANADA $100,000+ pany, its agency). Canadian athletes who are seen playing in Canada Examples: Major CFL professionals This marketing value is in constant flux ELITE AMATEUR ATHLETES $100,000+ over the course of an athlete’s career, and Well-known champions and Olympic medallists with media visibility it is difficult to compare athletes based Examples: Cindy Klassen, Alexandre Despatie, Beckie Scott on personality, sports discipline and per- formances. CONFIRMED AMATEURS $100,000+ Athletes in sports with Olympic medal potential Examples: , Émilie Heymans, Erik Guay Beyond the theoretical value that one can apply to an athlete based on status, the FAMOUS RETIRED ATHLETES $50,000+ brand value must be the greatest consid- Their status confers visibility and recognition eration. Two athletes of the same calibre Examples: Marc Gagnon, Bruny Surin and achievements are not likely to have AMATEURS ON NATIONAL TEAMS $35,000+ the same brand marketing value once Olympic medal hopefuls on national teams variables, such as personality, brand fit, Examples: Alexandre Bilodeau (ski acrobatics) shared values and the like, are factored in. AMATEUR HOPEFULS $15,000+ Amateur athletes on national teams out of the spotlight RANKING AN ATHLETE’S VALUE BY STATUS COMMENTS

Assigning a ranking to athletes’ value is a The annual sponsorship value is an estimate that applies within the framework of a yearly delicate proposition, because some intrin- agreement between an athlete and a sponsor. This value does not take into account fixed fees from long-term agreements. sic characteristics cannot be accounted The Canadian athletes mentioned in the categories above are given as examples only and for. The chart below gives an approximate no information can be confirmed due to confidentiality clauses on whether or not they value to an athlete according to status and receive this level of sponsorship. The dollar amounts shown above do not take into account performances. such criteria that may increase the marketing value of an athlete, such as personality, media coverage, nature or volume of services requested. For example, the fact that Cindy Klassen is the only Canadian athlete to win six Olympic medals (in several Games) is an element that would increase her worth. As well, some sponsorship agreements involving Sidney Crosby could exceed the million-dollar mark, depending on the terms and obligations desired by the company.

22 ATHLETES SPONSORSHIP SPECIFICS, VALUE AND HOW-TO’S INTELLIGENCE REPORT – ATHLETES SPONSORSHIP

VALUE AND MANAGING AN ATHLETE (continued)

MARKETING VALUE (CONTINUED) “ONE-SHOT DEAL” VALUE COSTS INVOLVED IN PROMOTIONS Beyond sponsorship agreements that ELITE PROFESSIONALS $50,000–$100,000 can extend over several years, many companies also call on the services of a FAMOUS AND PUBLICIZED PROFESSIONNALS $25,000–$50,000 top-calibre athlete to promote their lat- est products, product lines, services or WELL-KNOWN AMATEURS (NATIONAL MARKET) $15,000–$35,000 offers over a set period of time. WELL-KNOWN AMATEURS (PROVINCIAL MARKET) $5,000–$15,000

More commonly known as a “one-shot deal,” this kind of promotion can be of COMMENTS interest to both parties. It allows the ath- A “one-shot deal” generally consists of one day of touring and the use of the athlete’s image lete to be the centre of an advertising in a 13-week TV campaign. Professional athletes are usually chosen for this kind of wide-rea- ching promotional endorsement because of their fame. media blitz (which increases the athlete’s value) for less promotional effort.

Below is an estimate of the current rates charged based on an athlete’s status:

$ $ $ $ $ $ $ $ $

23 ATHLETES SPONSORSHIP SPECIFICS, VALUE AND HOW-TO’S $ $ INTELLIGENCE REPORT – ATHLETES SPONSORSHIP

THE MOST MEMORABLE ASSOCIATIONS AND ACTIVATIONS

EVOLUTION AND TRENDS In partnership with No Limits, an Italian brand of extreme The last 15 years have witnessed sports apparel, SECTOR gath- major evolutions in athletes spon- ered together a first-of-its- kind team that included sorship. The partnership model sports pioneers in extreme now changes based on the needs disciplines, such as: Gerard and creativity of a company and D’Aboville (Atlantic crossing by rowboat), Mike Horn its agency. (hydrospeed), Hans Kammer- Nike Air Campaign lander (mountaineering), VICTOIRE PROGRAM Manolo (climbing), Umberto Pellizzari who play a mentoring role with some 20 In 1994, the VICTOIRE program was (apnea ), Viviane Wegrath (sky- athletes from various winter and summer launched in Quebec. This initiative brought surfing) and Dominique Perret (freeride Olympic disciplines. together 15 amateur athletes (Marc skiing). Gagnon, Annie Pelletier, Sylvie Daigle, Visa put its team in place through a selec- Nicolas Fontaine,…). Most of whom were The team enabled SECTOR to lay claim to tion process by an advisory committee world or Olympic champions in their and exploit a completely untapped field of that included representatives of sports respective disciplines like. Companies sports while delivering a message that media, Visa, the Canadian Olympic sponsored one of the program’s athletes was closely aligned with its products. Committee and Team Visa mentors. and benefited from the visibility and pro- motional activities of the entire group. This POWERBAR ELITE TEAM NIKE AND ADIDAS was one way of reducing the risk inherent For several years now, PowerBar, the Nike and adidas are the most active com- in associating with a single athlete. maker of energy bars owned by the panies when it comes to sponsoring ath- Nestlé group, has also had a sponsorship letes. For several years, these companies RONA, Weston, Metro, Le Lait and Blue program that brings together a group of have brought together their champions in Cross were thus able to use the group of elite athletes. a common promotion. champions for advertising and promotion- al activities and internal communications. The brand is represented by 23 athletes For the launch of the new Air Nike 25, from such endurance disciplines as the sports equipment maker brought Over time, the tables have turned and com- cycling and triathlon, including American together its best NBA players under panies now readily put together their own champions Lance Armstrong (cycling) contract with Nike but playing for sever- multisports teams. Following are a few and Michael Phelps (swimming), as well al different teams. well-known examples of this phenomenon: as two Canadian triathletes, Peter Reid and Samantha McGlone. For the 2006 World Cup of Soccer, Nike SECTOR NO LIMITS TEAM and adidas again brought together their During the 1990s, watchmaker SECTOR TEAM VISA players, from different nationalities and was the first to form its own team. The Since 2004, Visa, an Olympic partner, has teams, under the same banner. This was company showcased its marketing posi- been providing financial support to followed by international advertising cam- tion “SECTOR, the No Limits watch” by Canadian athletes through its Team Visa. paigns in which each message was supporting athletes from extreme sports Heading the team are well-known ath- specifically adapted to the country by and daredevil feats. letes, such as , Nathalie highlighting its local champion. Lambert, Ian Balfour and Bruny Surin,

24 ATHLETES SPONSORSHIP SPECIFICS, VALUE AND HOW-TO’S INTELLIGENCE REPORT – ATHLETES SPONSORSHIP

THE MOST MEMORABLE ASSOCIATIONS AND ACTIVATIONS (continued)

Taking a technological approach to how a In other respects, the differences between sport is played, TL (brought together the , and Western Canada under the umbrella of an all-sports club) often lead companies to create specific accompanies 40 elite athletes from the campaigns. world of tennis and French athletics and develops a program to optimize Some associations and their exploitation the preparation of these champions. transcend the usual. Notable examples Through this elitist and scientific initia- are the association between the Crazy tive, Lagardère thus projects the desired Canucks (, Steve Podborski, high-tech image applied to high-level Dave Murray, Dave Irwin) and General performance. Motors, Ben Johnson and Johnson out- board motors, Sylvie Fréchette and TL today has become a true model of the National Bank of Canada or swim- sports marketing with the club of partners mer and the Beef associated with Team Lagardère. Companies, Information Centre. including Sony and Subaru, have also joined the initiative to benefit from this Today, with the exception of hockey stars, outstanding window of opportunity. such as Sidney Crosby, whose image is featured in campaigns across Canada for the likes of Reebok, other athletes TODAY IN CANADA remain pigeonholed in specific markets. In Canada, advertising and promotional They do not have the same reach from one campaigns featuring one or several well- province to another. known athletes are few on the market.

Companies generally use professional athletes while promoting their league. The Team Lagardère NHL label and the sport of hockey, for EVOLUTION AND TRENDS (CONTINUED) Companies generally use professional athletes while promoting

TEAM LAGARDÈRE their league. The NHL label and the sport of hockey, for example, In May 2005, the French Lagardère group, take as important a part as the hockey players themselves in the a leader in the world of media and high advertising messages. tech, undertook an ambitious, original and innovative sports sponsorship project.

Much more than a team, Team Lagardère example, take as important a part as the (TL) is a platform that brings together hockey players themselves in the adver- elite sports personalities, technicians tising messages. and scientists.

25 ATHLETES SPONSORSHIP SPECIFICS, VALUE AND HOW-TO’S INTELLIGENCE REPORT – ATHLETES SPONSORSHIP

THE MOST MEMORABLE ASSOCIATIONS AND ACTIVATIONS (continued)

TODAY IN CANADA (CONTINUED) McDonald’s and its ambassador Alexandre Despatie have been trying to develop the athlete’s fame and image at the national level, knowing that the diver is a true Quebec icon. The upcoming 2008 Beijing Olympic Games will certainly be a new opportunity to shine the light on him, whatever his performance results.

26 ATHLETES SPONSORSHIP SPECIFICS, VALUE AND HOW-TO’S INTELLIGENCE REPORT – ATHLETES SPONSORSHIP

MAIN AGENCIES REPRESENTING ATHLETES IN CANADA

AGENDA SPORTS MARKETING Olympic Summer Athletes: OCTAGON CANADA - (Wrestling) Russell Reimer/Colin Young, Partners - (Mountain Bike) Kim Smither, Managing Director 119 – 9a Street N.E. - Karen Furneaux (Kayaking) 207 Queens Quay West, Suite 400 , AB T2E 9C5 - Ian Millar, Jonathon Millar, Amy Millar Toronto, ON M5J 1A7 T: (403) 698-6990 (Equestrian) T: (416) 366-8660 W: agendasport.ca - Karen Cockburn (Trampoline) W: octagon.com

OLYMPIC ATHLETES REPRESENTATION Professional Golfers: ATHLETES REPRESENTATION - Dawn Coe-Jones, Alena Sharp, David - Beckie Scott (Cross-country Skiing) - List not available Hearn, Jim Rutledge, Richard Scott, - (Speed Skating), Graham DeLaet, Rob McMillan, - Duff Gibson, Mellisa Hollingsworth, Jim Nelford, Adam Short, Lee Curry Lindsay Alcock (Skeleton) TRUE GRAVITY SPORTS & - Team Kleibrink () ENTERTAINMENT - Earle Connor () SPORT PERSONALITY Blake Corosky, President - Kyle Shewfelt () REPRESENTATION 438 Richmond Street West, Suite 622 Broadcasters : Toronto, ON M5V 3S6 LANDMARK SPORT GROUP - , , Debbi T: (416) 343-9974 Wilkes (TSN) W: truegravity.ca Elliot Kerr, President - Sean McCormick, Martine Gaillard, 1 City Centre Drive, Suite 301 John Garrett, , Bill Watters ATHLETES REPRESENTATION Mississauga, ON L5B 1M () Active Athletes T: (905) 949-1910 - , ( CBC Hockey - Pat Quinn, Dennis Desrosiers, W: landmarksport.com Night In Canada) Patrick Levesque, Michael Lawrence, - Scott Oake, Scott Russell, Catriona Mark Seidel (Hockey) ATHLETES REPRESENTATION LeMay Doan, Barbara Underhill, Paul - Dominique Maltais (Snowboardcross) Olympic Winter Athletes: Martini, Kerrin Lee-Gartner, Michael - François Bourque (Downhill Skiing) - Cindy Klassen, , Smith, (CBC Sports) - Stéphanie Dubois (Tennis) Denny Morrison (Speed Skating) - Michael Lansbury () - Michael Broomhead - Deidra Dionne (Freestyle Skiing Aerials) - Daren Millard (Fan 590) (Open-Wheel Racing) - Manuel Osborne-Paradis (Alpine - Brad Gushue (Curling) Skiing) Retired Athletes - Jayna Hefford, Vicky Sunohara (Hockey) - Mélanie Turgeon (Downhill Skiing) - Michael Lambert (Snowboard) - Ray Scapinello (Hockey) - Brad Gushue, Russ Howard (Curling) - , Emma Robinson () - David MacEachern (Bobsleigh)

27 ATHLETES SPONSORSHIP SPECIFICS, VALUE AND HOW-TO’S INTELLIGENCE REPORT – ATHLETES SPONSORSHIP

MAIN AGENCIES REPRESENTING ATHLETES IN CANADA (continued) SLAM MANAGEMENT TOP ELITE MANAGEMENT (SURIN GROUP) Erik de Pokomandy, President 171 De Mortagne Boulevard Bruny Surin, President Boucherville, QC J4B 6G4 Kris Mychasiw, COO T: (450) 449-4431 3095 Autoroute Laval W: slammanagement.com Laval, QC H7P 4W5 T: (514) 578 1425 ATHLETES REPRESENTATION W: topelitemanagement.com Active Athletes - Steve Robillard (Speed Skating, Short ATHLETES REPRESENTATION Track) - Emilie Heymans (Diving) - Charles Dionne (Cycling) - Nicolas Macrozonaris, Anson Henry, - Marie-Eve Pelletier (Tennis) Jared Connaughton, Shannon King, - Pierre-Alexandre Rousseau (Freestyle, Toyin Olupana, David Gill, Ryan Hayden, Moguls) Erica Broomfield, Nathan - Philippe Gélinas (Racing) Vadeboncoeur, Genevieve Thibault - Eric Lapointe, Philippe Darche, Brett (Athletics- Race) Romberg (Football) - Kwaku Boateng, Jesse Lipscombe, - Eric Cyr, Pierre-Luc Laforest (Baseball) Whitney Evans (Athletics – High Jump) - Eric Couture (Golf) - Dana Ellis (Athletics – Pole ) - Geneviève Lesieur (Racing - Moto)

Retired Athletes IMG agency Canada has stopped - Marc Gagnon athletes representation (Speed Skating, Short Track) - Lyne Bessette (Cycling) - Sara-Maude Boucher (Alpine Skiing)

THE 2007 INTELLIGENCE REPORT ON ATHLETES SPONSORSHIP is a EDITOR: DESIGN & PRODUCTION: publication of SPORT DECISION GROUP INC. Alain Hotzau Virage 2.0, [email protected] The Evolving Agency SportDecision is the first bilingual pan-Canadian medium dedicated to sports W: virage2.com business. This initiative brings together a group of professionals who are pas- SALES & PARTNERSHIPS: sionate about the world of sports. The sum of our many varied experiences Martin Beaulieu REVISION & TRANSLATION: affords us significant insight into this industry in Canada and internationally. [email protected] Veronica Schami Editorial Services Our goal is to bring you the latest news about the Canadian market so that you W: veronicaschami.com can make informed assessments about its evolution, trends and opportunities.

Over the years, the unique character of the Canadian market as well All rights reserved. SPORT DECISION GROUP INC. as its scale and bilingualism have been obstacles to the delivery of informa- No part of this publication 227 Turgeon tion that is relevant to all the industry’s stakeholders. may be reproduced without Montréal, QC H4C 2N3 permission. T: (514) 996-7266 Now SportDecision has created the optimal conditions to keep you informed W: sportdecision.com on the latest business news under a broad range of topics. The cornerstone Released September 2007 has been laid for a reference tool for sports news and business decisions you can rely on.

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