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SBD Global/October 16, 2012/Marketing and Sponsorship

BBC Commentator Brendan Foster Says Athletes Should Maximize Endorsements

Former Nike marketer and distance runner Brendan Foster said that Olympians should "reap in as many commercial endorsements as they can, while brands should be knocking on the door to replace Aviva as U.K. Athletics sponsor," according to John Reynolds of MARKETING MAGAZINE. Some critics have suggested that "too many endorsement deals" can turn into distractions for athletes. But BBC commentator Foster, who won an Olympic Bronze in the 1976 Games, "vehemently disagrees." Foster said, "I think it is great. Athletes don't have too much opportunity to earn money. Athletes like Jessica (Ennis), Greg Rutherthord and Mo Farrah have had a great year. And at the end of the day, they make a living from commercial endorsements. Remember these guys don’t race every week" (, 10/15).
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