Jessica Ennis tipped for sponsorship frenzy

BA: Jessica Ennis campaign underneath the Heathrow flight path
BA: Jessica Ennis campaign underneath the Heathrow flight path

Jessica Ennis could net £3m a year in sponsorship deals following her Olympic success while fellow gold medallists Greg Rutherford and Mo Farah are also set to attract sizeable interest, according to marketing experts.

Ennis, who won the gold in the Olympic heptathlon at the weekend, already has a string of endorsement deals, including ones with Jaguar, Coca-Cola-owned Powerade, BA, Aviva and Procter & Gamble's skincare brand Olay.

Ennis's commercial appeal, according to experts, will now rocket.

Nigel Currie, executive at brandRapport, said: "For Jess Ennis, being the poster girl for the Games, she has obviously secured a lot of sponsorship agreements in advance – probably around £1m-£1.25m.

"However, her victory will potentially earn her around £3m per annum over the next two to three years in the run-up to Rio.

"Because of the number of medals Britain has won, there will be even more competition for the lucrative marketing contracts but Ennis has clearly emerged as the big star."

Ennis's deal with Adidias, Team GB kit supplier, is thought to be worth around £320,000, more than any other British athlete.

As Olympic athletes receive no prize money from events, sponsorship deals are seen as a lucrative means to cash in on their success.

Rutherford, meanwhile, who was barely known outside of athletic circles until he won gold in the long jump at the weekend, is also tipped for a major sponsorship fillip, netting as much as £1.5m a year from deals.

Farah, who won the 10,000m final, already earns around £500,000 from endorsements but experts believe this could triple or reach £2m should he win the 5,000m final too.

UK Athletics, the governing body for athletics in the UK, could also be set for a sponsorship lift, if there is an expected surge in young people taking up athletics in the country.

UK Athletics is set to part with main sponsor Aviva after the Olympics and introduce a multi-brand sponsorship model.

Currie said: "There will be a new crop of sponsors queuing to associate themselves with British athletics on the back of this great success."

Other experts, meanwhile, believe sport, and not individuals, will be the big winner from the Olympics.

Rupert Pratt, mananging director at Generate Sponsorship, said: "The real commercial impact will come from the entire Games itself, not individual successes.

"By hosting the Olympic Games, we have united the nation and therefore every boardroom across the country can see the power of major events and therefore sponsorship.

"From UK Athletics, who are in the hunt for a new major partner, to British Cycling, Swimming, Rowing etc, right down to the more niche disciplines, sport must use London 2012 as a springboard, not a quick commercial fix.

"With Glasgow 2014, Rugby World Cup 2015, World Athletics Championship 2017 plus many more major events in the pipeline, such as the UCI World Track (cycling) championships in Glasgow in November, hopefully London 2012 will provide the sponsorship legacy everyone is looking for, not just a bounce."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage