King of the road Heffernan must wait for his pot of gold

There is absolutely no doubt Rob Heffernan’s superb gold medal in the World Athletics Championships has propelled him to a whole new level in terms of public awareness and marketing appeal. This is, after all, our first gold medal since the great Sonia O’Sullivan’s victory in 1995.

Heffernan now joins a list of Irish sporting greats from Treacy to Coghlan to Sonia. He will forever be a world gold medallist and this achievement will benefit him for years to come.

He deserves everything he gets.

However, those who think Heffernan will immediately cash in are unfortunately mistaken. There may well be some interest in what is already a tough market, but Heffernan is likely to benefit longer term and he, more than most, realises this is a marathon and not a sprint.

Heffernan is experienced enough to know there will not be a pot of gold waiting for him and an army of sponsors waiting with cheque books when he lands home. The Olympic boxers, with whom I have had first hand post-Games experience, have not cashed in on their medals since London 2012.

In fact, the boxers have failed to attract significant corporate sponsorship, much to their dismay and disappointment. Only Katie Taylor, who already had a host of sponsors before London, has continued to attract major sponsorship.

The reality is that sponsors want an instant hit and by and large do not take a long-term view.

Sponsors in Ireland see athletics and boxing as Olympic sports and see these sports in four-year cycles. They will really only tune into the Olympics in 2016 when they are looming on the horizon.

Irish sponsors and marketers are more focused on sports such as rugby, GAA and soccer that provide immediate return.

Where Heffernan, and the boxers, will really benefit is when these sponsors of the Olympics — both domestic and international — look for Irish ambassadors in the 18 months leading to Rio.

Heffernan, as a world gold medallist, will be hot property then. As Cadbury’s, Electric Ireland, P&G and others did, the Rio 2016 partners will look for a recognisable face (with a medal chance) to adorn billboards and front-up PR campaigns.

Heffernan is well positioned in some ways in that he already has a well-groomed image and a very good advisor in Derry McVeigh. The Heffernans, Rob and Marian, very much come as a pair and the cleancut family image will certainly appeal to sponsors.

Heffernan would be a superb ambassador for most brands and he has come out on top of one of the world’s most gruelling events.

It will take time and patience but he will definitely cash in. I would hope, that alongside his generous support from the Irish Sports Council, that he picks up two or three major sponsors who will benefit him close to €75,000 or more in the 2016 Olympic year.

He has been the nearly man who had a few unfortunate fourths and is now a winner. Duracell anyone?

*Michael O’Keeffe is managing director of Pembroke Communications