The key to maintaining sponsorship partnerships is not to discuss the finances at the start, according to England’s former star batsman, Kevin Pietersen, who also admitted for the first time that the England selectors were right not to recall him for the Ashes this summer. Pietersen has sponsorship deals with a number of brands including adidas, Oakley and Citizen Watches, and is estimated to earn around $3M a year through his endorsements. The South-African born cricketer said, “I think the key to maintaining relationships and being in long relationships is understanding objectives at the start of a relationship. Never talk about the financial side at the start of a relationship. Finances come second or third.”
THE LONG HAUL: He also said “longevity” was key, adding that he didn’t like quick fixes when it came to signing sponsorship deals. Pietersen added: “A lot of sportsmen who I know go, ‘Show me the dollar and then we will start talking.’ I think it’s the other way round. You know the value of your brand, so clearly you will only be talking to people who will be in and around the value of your brand. David Beckham talks to probably a totally different caliber of sponsors than I would.” Since he was axed from the England side earlier this year, Pietersen, one of England’s most successful batsman of all time, has been plying his trade as a cricketer around the world. He recently signed up to play in next year’s inaugural Pakistan Super League, and signed a deal to play in South Africa’s T20 competition. Pietersen said he was still enjoying his cricket, but admitted that England Cricket Dir Andrew Strauss was right not to recall him for this summer’s victorious series against Australia, despite disagreeing with the decision at the time. Pietersen, who has endured a turbulent relationship with Strauss, said, “At the time I would have said ‘ridiculous, nonsense.' I might have said something stronger to him [Strauss]. Look, England have won the Ashes, and I am not a negative person. It seems to have been the right decision at the moment and good luck to him. It is what it is. I think he [Strauss] has done O.K."
EMBRACE THE PAST: One of Strauss’s initiatives has been to invite former players, such as Ian Botham and Alec Stewart, into the dressing room, so current players can pick up tips from some of England’s heroes of yesteryear. Pietersen said, "Some of the stuff he has done with the England team in getting past players back in the dressing room is brilliant, because I just think there is so much knowledge out there that we missed out on the last three or four years of my career where we could have had that impact or input.” Along with playing cricket around the world, Pietersen is looking to grow his business interests outside of cricket, which include an int'l clothing business, a failed hair salon, and a keen interest in property websites. He also suggested that he would be interested in further pursuing cricket management. But the 35-year-old said he had no imminent plans to retire from playing cricket. He said, “I will continue playing as long I love batting. I love the art of batting and I love practicing batting, so as long as I continue to love batting, I will continue to play the game.”
John Reynolds is a writer in London.
