JAMAICAN sprint king, Usain Bolt’s recent mega-deal with Digicel should serve as an example for other corporate sectors to emulate. On Tuesday, Bolt, the star at the Rio Summer Games, turned up for his first day on the job as that company’s Chief Speed Officer.
Bolt’s sporting exploits are well-documented: a three-time Olympian with nine gold medals to his credit. His electrifying performance on the track and warm personality are some of the superlatives that many companies, including footwear giant, Puma, pay top dollars to be associated with him.
Over the years, corporate entities in Saint Lucia have done their part in supporting our athletes. However, athletes and sporting organizations themselves complain that more partners need to sign on to such arrangements. Moreover, the level of support given by some of those entities often pales in comparison to the visibility and business these athletes attract for companies.
One of the selling points of the Bolt/Digicel deal is that the internet capacity at his home has been upgraded to 10GB, making his home the fastest in the world as far as technology is concerned. The fastest man in the world now has another thing most of us envy: a more efficient internet service.
With the growing number of sporting celebrities in Saint Lucia, one would have thought that corporate entities would be more than willing to bet top dollars on athletes in getting their marketing campaigns to reach wider audiences. While much is being done in that regard, more needs to be done, and for many more people.
The lack of will to use star power personalities is not limited to sports, however. During the carnival season, many reputable companies promise their Carnival Queen contestants lucrative marketing deals that soon fall flat. In many instances, even the eventual winner is forgotten.
Marketing plays a crucial role in getting a business’s point across and with high jump star Levern Spencer returning home this week after a successful season, every bit of her star power should be maximized.
With scheduled tours to schools on the cards, organizers can go even further by organizing a weekend high jump camp for children to be facilitated by Spencer, who ranks as the region’s premier high jumper.
In this rapidly changing and competitive global market, using whatever star power we have to achieve maximum benefits is a positive step towards remaining relevant and profitable.
But why stop at Spencer? Why not organize a tour that includes all five Olympians who represented Saint Lucia at the Rio Games? After all, star power shines brighter when it’s magnified, not so?