The Olympic Games have long been hailed as the pinnacle of athletic achievement, a stage where legends are born. But beyond the medals and glory, the Olympics can be a complex and multifaceted experience for athletes. It can catapult them to unprecedented heights of fame and fortune, or it can be a career-defining setback.
The setback for Indian wrestlers is a case in point. First is a controversial (at least in Indian politics) 100 gm issue in weight for Vinesh Phogat and then the shameful embarrassment of a three-year ban for Antim Panghali. Of course for every Vinesh there is Neeraj Chopra; if not Hussein Bolt or Phelps!
Every athlete considers the Olympics as the ultimate platform to showcase their talent and captivate a global audience. A gold medal will most likely transform an unknown athlete into a household name overnight – especially in some specific events.
Remember Apollo Ohno, one of the most decorated American athletes who found glory in the 2002 Olympics with eight medals? Then there are of course Phelps, Bolt and many others who have attained worldwide fame. There is also the case of a retired gymnast who won a silver and her frown after that triggered the “Not impressed” meme in the media. In the current Paris Olympics, American media is comparing Nedoroscik, a Gymnastics team member, to the superhero Clask Kent for winning the medal after a long 16 years.
Olympic champions most likely secure lucrative endorsement contracts with major brands, which will significantly increase their income. The media spotlight can elevate them to celebrity status, opening doors to various opportunities in entertainment and business. India has seen this media frenzy mostly for cricketers and shuttlers because it has not produced many gold medallists in Olympics for individual categories. Olympic heroes and heroines inspire millions, becoming role models for young athletes and the general public. The list of fame never ends.
Yet, many fail to manage the fame well. The sudden rise to fame sometimes is very challenging, especially in the digital era. Marketers have an opportunity here.
While it can be a dream come true, it also comes with immense pressure. Mental health challenge is the biggest one. The intense focus and scrutiny can lead to anxiety, depression, and burnout. There is the injury risk where the physical demands of training and competition increase the risk, which can derail careers. It was alleged that Vinesh had to work out all night to lose the extra 2.7 kg, which caused her dehydration and hospitalisation. Then there is the one-hit wonder syndrome. While a stellar Olympic performance can be a career highlight, maintaining that level of success can be challenging. The increased scrutiny by the public and media can be a blessing and a curse – we all love the attention but when we lose privacy, it can be horrible. The regular training and competition schedule may be affected, potentially affecting their performance in future events.
To understand the impact of the Olympics on athletes‘ careers, it’s essential to analyse data. Several factors contribute to an athlete’s ability to transition from Olympic champion to global celebrity:
Personality: Athletes with charismatic personalities and engaging stories are more likely to capture the public’s imagination.
Media coverage: Extensive media coverage during and after the Olympics is essential for building a strong public image.
Endorsement deals: Securing lucrative endorsement contracts with major brands can accelerate the process of becoming a celebrity.
Leveraging social media: Effective use of social media platforms will help athletes connect with fans and build a strong personal brand.
Marketers can play a critical role in managing the double-edged sword of fame for athletes. It can start with brand building where a strong and authentic brand identity could be built for the athlete. Second is the crisis management role where developing strategies to handle potential negative publicity or scandals come into play. Third is in identifying suitable brands and negotiating lucrative endorsement deals. Fourth is digital media management to connect with fans and build a strong online presence. Fifth is to develop a comprehensive career plan beyond the Olympics.
A prime example of successful marketing is Bolt. His infectious personality and charisma were perfectly aligned with his athletic achievements. Marketers capitalised on his global appeal to secure numerous high-profile endorsements. In stark contrast is Lance Armstrong. His carefully crafted image crumbled when his doping scandal came to light. This case highlights the importance of ethical considerations and crisis management.
Here are some ways to manage Olympic fame:
Build a brand based on the athlete’s true personality and values, which is essential for authenticity and long-term success.
Anticipate potential crises and develop contingency plans. Use of risk heat maps are commonly seen.
Encourage athletes to explore different avenues, such as media appearances, business ventures, or philanthropic work, as diversity can help mitigate the risks of relying solely on sports
Focus on building a sustainable career beyond the Olympics, which is essential for long-term success.
Leverage digital platforms to reach a wider audience and engage with fans – it is increasingly important.
Utilise data to understand fan behaviour and preferences, as this can help optimise marketing campaigns.
Collaborate with other influencers, which can amplify an athlete’s reach and impact.
Ultimately, the Olympics should be seen as a stepping stone rather than an endpoint. Athletes who can effectively leverage the platform to build a strong personal brand and diversify their income streams are more likely to enjoy long-term success.