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David Beckham joins the Road to London 2012

Sponsorship | Sport

The appointment of David Beckham as an ambassador with Sainsbury’s is another indication of how next year’s Paralympic Games is striking a chord with the public. Having watched and been part of the build-up to the Games, it has been fascinating to see a very healthy ‘buzz’ around London 2012, helped by the excellent media coverage surrounding the event.

In PR terms, the appointment of Beckham should be regarded as something as a coup, owing to the ex-Manchester United man’s own iconic stature on-and off the pitch. It is vital that the healthy levels of interest, including sold-out events for the first time ever in the history of the Paralympics, is converted into an event that connects with the public.

The nature of the Beckham partnership will, of course, be dependent on the nuances of the contractual arrangement, but Sainsbury’s have a well-documented track record where the use of ‘faces’ for their campaigns is concerned, which bodes well. This is perfectly evidenced by the huge success of their longstanding relationship with celebrity chef Jamie Oliver, which has recently come to a seemingly natural end. It will be interesting to see in what capacity Beckham is utilised, and how visible a face he will be.

More generally, it is interesting to see how the positioning of various Paralympic athletes is taking place. One of the great benefits of athlete management is the visibility that can be given to athletes in order to raise their own profile. It is perhaps ironic that in a ‘home’ Games for GB athletes, it is a South African in Oscar Pistorius who continues to attract so much attention. By contrast, great work is being done by Paralympic Games broadcaster Channel 4 to promote the Games in innovative and accessible ways, which has raised awareness for GB athletes.

Raising an athletes profile is, however, a specialist role, requiring specialist input, knowledge, contacts, and support. Athletes with such support are expected to form the noted ‘faces’ of the London 2012 Paralympic Games. With 300 days to go until the start of the games, we extend our best wishes to all athletes who are preparing for them.

 

Posted by Chris Whitaker 

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