Peacock and Weir have mainstream appeal, say sponsorship experts
Jonnie Peacock, David Weir and other Team GB Paralympian stars now have mainstream appeal and will attract similar size sponsorship deals to Olympians, but the stars will need to cash in now, according to sponsorships experts.
Jonnie Peacock: has 'mainstream appeal'
The exploits from the likes of Peacock, Weir, Hannah Cockroft and Ellie Simmons have made the star Paralympians household names in the past few days.
Paralympic sponsor BT is also a sponsor of some of the individual athletes such as Peacock and Cockcroft while GlaxoSmithKline-owned Lucozade sponsors Weir, who also works with BMW, which is currently running a TV ad with the star.
BT's relationship with the Paralympians is thought to be long-standing and means that they will not be able to carry out advertising for rival brands, such as Virgin Media.
Simmons, meanwhile, has carried out work for Cadbury, Adidas and BMW during the Paralympics.
Steve Chisholm, head of PR at Fastrack, which works with BT as a client believes the athletes now have mainstream appeal, boasting the same level of appeal as Olympians.
"Mainstream consumer brands will now be targeting these athletes now," says Chisholm. "The level of interest in the Paralympics means that this is a huge cross over moment for the athletes.
Obvious interest would come from apparel, sport, and sport’s nutritional brands, said Chisholm.
But one concern, highlighted by Chisholm and other experts, is that, unlike the Olympics, there are very few events following on from the London Games.
"The main challenge is to continue the profile in four year cycles," says Chisholm.
This view is echoed by Nigel Currie, who says, "I think there will be a dozen Paralympic athletes who will realise significant six-figure sponsorship earnings on the back of these games. Weir, Simmons, Storey, Peacock and a few others.
"The big change is that sponsors are now very keen to work with Paralympic athletes where as a few years ago it was unknown and unchartered territory for sponsors, which made many nervous."
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- PR Account Director fishtank 40k to 55k per year GBP, Surrey
- Digital Search & Acquisitions Officer Topshop Up to £30,000 per annum + benefits, London
- planner > SHOPPER EVANGELIST > brilliant role for those SUITS looking to move across into PLANNING collectivo £30-40k + bens, London
- Marketing Executive Warner Bros £ Competitive + benefits, Holborn, London
- Senior Digital Planner - Superb Integrated London Agency - FMCG Accounts - Up to £70K Fill Recruitment Ltd Up to £70K, London
- Designer/Illustrator/Children's Designer Premier Media plus excellent benefits, Central London
Big Questions Live - Social Media, User Generated Content and the Power of Customer Insight (Webcast) External website
Brand Republic’s first ever online TV show, Big Questions Live wil...
Integrated digital marketing offers huge opportunities to engage, servic...
The PR industry’s lack of success at the Cannes Lions festival 201...
Confused by hashtags? Tweetchats? Tweet walls? You’re not alone.Wi...
It’s fair to say we are truly in the age of content marketing, the...
As a nation, the UK is media and technology obsessed with over half of t...