SportDownUnder.com.au

Just out of school, I had aspirations of working in athlete management. I remember telling anyone who listened, that I was going to manage athletes for a living, “just you watch” I said. No one believed me and I don’t blame them. Getting into sports management seemed a million miles away at the time.

Fast track to 2010 and I can say I got there. In fact it was nearly 8 years ago that I took the management reins of my first client. Since that time, I’ve been involved in the personal management of Australia’s biggest sporting stars including Ian Thorpe, Leisel Jones, Libby Trickett, Alisa Camplin, Cadel Evans, John Aloisi, Lucas Neill, Mark Bresciano, Vince Grella, Brett Emerton, Torah Bright, Matthew Mitcham, Marcos Ambrose, Matt Hall, Geoff Huegill and more recently Shane Watson plus many more.

It’s been an incredible ride with some amazing memories. A time in my life that I’ll never forget.

I’ve worked across major areas of business including client management, public relations and sponsorship sales and servicing. I’ve been there for two Olympic Games, two Commonwealth Games, three World Championships, countless National Titles, and the biggest sporting events to grace our shores.

I’ve experienced the personal highs and lows of my client’s careers, the controversies, the revelations and the feel good stories. I’ve managed the delicate relationships with athlete family members, coaches, sponsorship managers, fans, club officials, and every single major news outlet in the country. I’ve witnessed the money and politics that drive sport behind closed doors, I’ve had special access to sponsors’ products and a free ride to the best seats in the house. I’ve attended countless VIP events, stayed a lot of hotels, travelled business class and enjoyed the over-the-top hospitality that celebrity attracts. I’ve had parties, dinners, dates and weekends interrupted at all hours of the day by journalists chasing a story. I’ve even felt the adrenaline and pride of cheering home a client in a packed stadium (a special feeling). But none of these experiences matches the amazing close friendships I’ve formed with the people around me such as the athletes, business contacts and my teammates – the staff alongside me.

I’m telling you all this because today is my last day as an athlete manager.

In order to be the best administrator in Australian sport I need to seek a new challenge, one that is going to further challenge me and grow my credentials. From next week I begin work with one of Australia’s best institutions for producing the sporting superstars of tomorrow. It’s an exciting next step and one I’m really looking forward to.

I started this blog to share my knowledge of an industry few really get to experience. I really hope readers have benefited from the insights.

I will endeavour to keep posting (quality over quantity) content on this blog but for now I need a little space to settle into a new role.

Let’s meet again soon.

Established brands should be wary when it comes to licensing deals leveraging the name of a celebrity.

I’m talking about brands that name products after celebrities. This strategy often fails because the idea is un-believable. Not everything a celebrity touches turns to gold.

There are a few exceptions to the rule. Classic examples include the “George Foreman Grill” or “Nike Air Jordan” basketball shoes.

The George Foreman Grill worked because George Foreman endorsing a grill is believable. The public knew George didn’t invent the grill but he represented the grill’s perfect customer. A big guy with a big appetite who loves his meat but doesn’t like complicated cooking.

Nike Air Jordan worked because the “shoe” was part of Jordan’s performance equipment. It was believable Jordan had input into the design and features. So it was ok to name the shoe after him.

On the other hand, we have a product like “Tiger” Gatorade. This failed because Gatorade was already an established brand – it didn’t need to hi-jack a celebrity’s name. I was always more inclined to buy Gatorade because it’s Tiger’s choice of drink. Not because it was named after him. There is a big difference.

Look at Emporio Armani underwear and its ambassor David Beckham. The brand could choose to bring out “David Beckham” underwear under the Emporio Armani label, but they don’t because they know it wouldn’t work. Why? Because people buy Emporio Armani because the brand is an expert at making great underwear. David Beckham is an expert a playing football. Where’s the connection? Naming a range after Becks would only cheapen the product and ridicule the intelligence of Armani customers.

Licensing is done best when both the celebrity and product are a perfect fit for each other. Anything less than perfect just doesn’t work.

PS. Was anyone really surprised by Tiger Woods’ shooting 68 on the opening day of the Masters tournament? I wasn’t. This is the first time Tiger has ever entered a tournament without the expectations of winning it. Given his preparation, it was ok if he didn’t perform. What a huge weight off his shoulders! He has nothing to lose. And that makes him very very dangerous.