Paris Olympics 2024: Mary Fowler, Matildas star, leads the new era of Australia’s bankable Olympians
Mary Fowler used to tape up her op shop football boots. Now she is sponsored by mega-brands like adidas, L’Oreal and Weet-Bix. She leads a new wave of bankable Olympians, writes ROBERT CRADDOCK and EMMA GREENWOOD.
Olympics
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She may be one of Australia’s most glamourous and marketable Olympic athletes but Mary Fowler remembers the days when the front of her old boots would snap like the jaws of a North Queensland crocodile.
Australia’s team for the Paris Olympics is an enchanting “all sorts’’ ensemble, from superstars like football star Fowler, who earn over seven-figures in endorsements to GoFundMe warriors like break-dancer Jeff Dunne, who’s path to Paris is being lined with community goodwill.
The Games will see global superstars like billionaire LeBron James rubbing shoulders with rock climbers, who, beyond their quest for a gold medal, will be competing for pride and peanuts.
The flavour of Fowler’s story is enhanced by the fact that, despite rich sponsorships with mega-brands including, adidas, L’Oreal, Weet-Bix and Samsung, she has seen sport from all angles.
Growing up in a family of five siblings in Cairns taught her to make the most of what she had.
“When I was growing up and getting boots, we were a second-hand store kind of family,’’ Fowler said. “The shoes would be (broken and) flapping at the front and you’d tape it up and be going out to play in dark boots with bright white tape on the front of them.
“It does take you back and make you reflect on how far you’ve come on this journey.
“The deals I have now, I’m super grateful they have been able to put me in a position where I can help the next generation of players.’’
In a notoriously tough sponsorship market, the likes of Fowler and canoeist Jess Fox, who is sponsored by adidas, Red Bull, Sydney Water and Toyota, both managed by Josh White, CEO of sports and entertainment marketing agency, Always Human Group, have brought big personal sponsorship deals back to the Olympics.
“Major brands buy into Jess and Mary’s marketable attributes which can take into account the success and credibility they have in their sport, their relevance authenticity, engagement with audiences and how they ‘show up’ through their personal social media,’’ White said.
Back in the 1990s swim stars Grant Hackett and Ian Thorpe earnt over $2 million a year in sponsorships but those figures vanished in a tougher business climate. The landscape grew even more challenging as social media created so many people of influence that the power of true superstars was diluted by TikTok stars who couldn’t kick a soccer ball over a fence but could do a quirky dance move to the sound of their ex-lovers voicemails.
As more athletes creep up to the big numbers again but companies are selective. The days of the golden handout for smiling and chatting at a few corporate functions have been replaced by a forensic digital analysis … not of the athlete but of people who like and, perhaps, loathe them. Many factors are at play including …
SOCIAL MEDIA
Australia’s number one female BMX Supercross star Saya Sakakibara used to think her dad was over the top when he urged her, as an early teenager, to work on her social media profile.
She now posts regular updates for her 63,000 Instagram followers.
“I would think “this is silly, why is no-one else in BMX doing it?’’ said Sakakibara, who has sponsorships with Red Bull, GMW and Oakley.
“But dad had an early eye for this. It has made us feel more authentic and helped our journey.’’
A social media profile is seen as much as part of a modern sponsorship deal as the ink on the contract.
“It’s critical because it is the only way for brands to be able to quantify what her value is by identifying demographics,’’ Sakakibara’s manager Ryan Chipperfield said. “Fifteen years ago you would slap logos on stuff and see what happens. What we can say is she has a 70% female audience following in Australia and connects with people between 18-44, particularly ones her own age. That means a lot because they have just started to get disposable income.’’
BE BOLD, BE DIFFERENT
White, the agent of Fox and Fowler, believes as athletes share their life on social media they should feel relaxed showcasing what makes them different-quirky-special.
“If you are an athlete who loves to cook, create content making your favourite recipes on TikTok. If you like doing funny skits, integrate them into your channel. Be authentic. Brands in those categories will also start to take notice.’’
A key to Ariarne Titmus landing a Harvey Norman deal was her love of cooking.
Being different can be as simple as having a catchy brand.
Pool star Kyle Chalmers has teamed up with shoe company Athletikan to release his own signature bright yellow-green sneakers with a ‘King Kyle’ logo.
TIMING AND THREADS
Natalie Cook jokes she was famous for five hours after her Olympic beach volleyball gold medal win at the Sydney Olympics before vanishing into thin air. Cathy Freeman’s night of glory swamped her.
Timing matters. So does having a warm, rich narrative around the success which White points out was the trigger that made Fox’s Tokyo canoeing triumph marketing gold.
“What added to the moment was her father Richard was the commentator. The emotion shown in that moment by Jess, her mum (and coach), and sister who were at the finish line, and her dad who had just called her race made for a really compelling moment. Australia warmed to Jess and so did a flurry of big new commercial partners.’’
Tokyo BMX freestyle gold medallist Logan Martin, who has a wide catalogue of sponsors from energy drink companies to bike manufacturers, tapped into this sentiment when the world – and sponsors – were impressed after he paid $70,000 for his ownhome training track during Covid.
NO PROMISES
For all the theorising about mega-deals and big bucks, Sally Pearson can confirm that sometimes the dollars don’t make sense.
Six months after she stormed to an iconic victory in the 100m hurdles at the London Olympics Pearson shocked the sports world by tweeting she now had less sponsors after winning gold. It was a reminder to all of the brutality of the Olympic four-year cycle which White admits can be “very difficult.’’
White says while some sports like football maintain their high profile between Games other sports are less visible and that can cost them sponsors.
“That’s why it’s important for athletes not to hang their hat on one moment to make noise and create relevance.’’
From billionaires to battlers, the Games are a story like no other.
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