“The smart talent agents will be making deals within the next fortnight to a month.” Unfortunately for Olympic talent, the halo effect wears off and there’s less appetite next year. “There is a frenzy at the moment and a jostling for commercial transactions between talent and brands. “The next fortnight and, to a lesser degree, the next month are absolutely make or break,” he said.
Mr Begley, who explains Pickstar doesn’t represent the talent, but helps connect stars to commercial deals, said there were also athletes at the other end of the spectrum who can attract smaller deals – for as little as $5000 – where small brands connect with lesser-known Olympians “with great stories for lesser amounts, but it’s just as valuable and just as meaningful”. There’s a natural fit for brands out there.” “They are six-figure deals, multi-faceted in terms of their deliverables, and they’re not hard talent to engage with because they are gold medallists, they’ve got a great brand, they’re bubbly personalities. “The pre-eminent talent are going to be looking at those larger ‘Oarsome Foursome’-type brand deals,” Begley said. Olympic athletes in the race for sponsorship dealsįormer AFL player, founder and CEO of Pickstar, Australia’s largest marketplace where people can book sports stars for events, marketing campaigns and fan experiences, James Begley tells The New Daily the next few weeks are “make or break” for the majority of athletes. But, with 472 athletes competing across 33 sports and returning just 46 medals (17 gold, 7 silver and 22 bronze), it will be a run to the finish line to secure sponsorship deals and brand alignment.
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