The O’Donovan brothers “will have sponsors tripping over themselves” to be associated with Ireland’s latest Olympic heroes.
However Mick O’Keeffe, CEO of PSG Communications, has warned that the Cork pair shouldn’t “rush in and take anything that comes” their way.
O’Keeffe explained: “The history-making O’Donovan brothers have captured our hearts and after their breakthrough success in winning Ireland’s first ever Olympic rowing medal, they have now catapulted themselves into the minds of marketers and sponsorship agents throughout the country.
“They have a perfect cocktail of athletic success, personality, fitness, and healthiness which brands crave.
“The Cork brothers will have sponsors tripping over themselves for brand campaigns and to utilise the brothers to promote and endorse products, companies and services. However, it is crucial they do not rush in and take anything that comes and they need to take a strategic approach to this.
“They need to look at 3-4 year deals and brands that fit their own values and enhance their careers in and out of the water. The last thing they need to do is jump into photocalls and campaigns on the cheap and undermine their brand and make the mistakes many others have made before. Being a successful Olympian means you can dine out on this success for years to come and every Olympic cycle, you are relevant again. Once an Olympic champion, always and Olympic champion.”
So exactly will want to be associated with the pair: “I think they should consider 3-4 tier one partners, looking at premium partners and those with a good track record of working with brand ambassadors in categories such as retail, sports apparel, health and nutrition, energy, motoring and financial services for starters.
“They need good solid advice and have the potential to earn substantially. The sponsorship market is buoyant in Ireland, and it is a good time to be a successful athlete. The boys from Skibbereen will have plenty of calls when they arrive home.”
© Irish Examiner Ltd. All rights reserved