Australian media deals between TV networks and athletes are extremely lucrative (think Stephanie Rice and Channel Seven) but there are pros and cons. Let’s look at some of them.
Pros
- Lucrative multi year contracts
- Great exposure for the athlete that is nearly always positive
- Broadens the athletes appeal as they are used across different programming
- Invaluable on-camera experience which helps their presenting and media skills
- Opportunity to cross promote the athlete’s other sponsors
- Gives you an excuse to knock back other / unwanted media requests
- Can help win potential sponsors (they see it as a channel for free and regular publicity)
- Can help ease the athlete into a media career when they retire
Cons
- Limits the athletes exposure across other media channels
- Pushed into programming that may not fit the ‘brand’ of your athlete
- Media burnout from appeasing the network + all other print, radio requests
- Creates rivalries with other networks (they can turn against your athlete)
- Creates friction with the media plans of other sponsors / club / sporting body
- Disrupts your own media plan as the athlete is always on call for the network
- You can’t sell paid exclusives to other media outlets
- Can turn off potential sponsors by limiting the reach of PR campaigns
Personally I think the money on offer from the networks outweighs the cons. But it’s still important to evaluate everything when considering these deals.
For example, a media deal would suit an established athlete who is nearing the end of their career. It keeps them in the spotlight (which is good for sponsors), and helps develop their TV skills which can give them a crack at a career in the media when they do retire.
On the other hand, such a deal might restrict the up and coming athlete and can even make them look bad because they are inexperienced or pushed into uncomfortable roles. Just some points to think about when your evaluating your next media deal.
Tags: athlete's brand, Channel Seven, PR, Sponsorship, Stephanie Rice
