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SBD Global/February 27, 2013/Marketing and Sponsorship

Australian Hurdler Sally Pearson Loses Sponsors Despite London Gold Medal

Australian Sally Pearson won Gold in the 100m hurdles with a time of 12.35 seconds at the London Games.
London Games Gold Medalist Sally Pearson "is dismayed her Olympic title has failed to translate into cashed-up corporate support," according to Emma Greenwood of the GOLD COAST BULLETIN. Just six months after the London Games, the 26-year-old revealed that "she has actually lost sponsors since her hurdles heroics." Pearson tweeted: "Can't believe I would actually lose sponsors rather than gain them after winning the Olympic Games!!! #sad." While she still counts blue-chip companies Qantas, adidas and Omega among her backers, it's understood that others "have failed to renew their deals." Pearson's longtime manager Robert Joske said it is "normal" for some sponsors to cut ties outside the Olympic cycle. Her Olympic races attracted the highest ratings for broadcaster Channel 9, and after the Games one of Australia's top talent managers, Sean Anderson, predicted that she would be signing A$2M ($2.05M) deals. Anderson said, "Sally is a sponsor's dream -- down-to-earth, focused, great communicator and a gold medalist. I can see her doing A$2M in deals within 12 months" (GOLD COAST BULLETIN, 2/27).
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