Sponsorless Noemie Fox and superstar sister Jess to become collective hot commercial commodity

The Fox sisters’ unique gold triumph promises to be irresistible to marketers as the story of the Olympics, and help self-funded Noemie continue her career.

Noemie Fox's gold medal win promises to lift her from self-funded to superstar.

24 hours ago Noemie Fox was the sponsorless, little-known sister of Jess, self-funding an Olympic dream.

Now she’s a gold medallist and that’s about to change.

“She doesn’t have one sponsor … but let’s say LinkedIn has gotten a bit busier today,” says her manager Alex Williamson from ESE Management told CODE Sports.

“Her social media numbers have definitely grown in the past 72 hours, there’s been a lot of phone calls. It’s been very exciting.”

The Fox sisters, as a collective, are poised to become the breakout superstars of this Olympics.

Australia's gold medallist Noemie Fox celebrates on the podium. Picture: Olivier MORIN / AFP

General Manager of Strategy and Partnerships at sports marketing agency Bastion, James Bartold believes the sisters tick all the boxes for brands wanting authenticity.

“When you’re looking at an Olympic athlete you’re looking for someone showcasing the key brand values,” he says.

“I think the reason the Fox sisters have had that cut through is they both are genuine and seen as coming from real genuine Aussies families.

“They both seem to have really good ideals, so for a lot of risk-averse brands they fit pretty well and are likely to build loyalty.”

Jess’ gold medal in Tokyo had already endeared her to the Australian public, and garnered blue chip partners like Toyota, Adidas, Red Bull, YoPro and Sydney Water.

Her dual gold medal performance in Paris cements her as legendary, yet the twist to the sponsorship tale is little sister Noemie’s kayak cross triumph.

“It’s clear Jess is already seen as very marketable by Australians, now it’s going to be Noemie’s opportunity.”

That she would quit her job to focus on her Games ambition, step out of Jess’ shadow and win her own gold medal is a story that transcends sport.

The embrace after Noemie’s defeat of Jess in the heat and Jess’s joyful dive into the water to congratulate her little sister after the final are instantly iconic.

Jessica Fox congratulates her sister Noemie Fox after winning the women's kayak cross final. Picture: Bertrand GUAY / AFP

“As Australians we’ve seen it with other siblings before in cricket, in swimming,” Williamson says.

“But for this particular sport to see two women not only achieve, but achieve gold as sisters at the same Games, both coached by their mother, is pretty spectacular. It’s a dynasty.”

With a gold medal coming back around both their necks and smiles that have won over the nation, the sum of the Fox achievements are likely to become greater than the parts.

Far from diluting each other, the sibling story promises to make them irresistible to brands looking for a family first image.

“If I’m Toyota and I’ve been team Jess Fox, you’d think this is a great story,” Bartold says.

Jessica Fox celebrates on the podium during the medal ceremony after the women's canoe single final. Picture: Olivier MORIN / AFP

“This family has two amazing Olympians that have Australian ideals written all over them, it’s logical for a brand to pick that up and use them collectively together.

“Especially if you’re a Sanitarium or someone who’s trying to talk about the importance of families.”

Williamson hopes that belief is shared to support Noemie individually too towards Los Angeles and beyond.

She deserves to be on the same level as some of Australia’s most elite athletes because that’s exactly what she is,” she says.

“This has transcended into the mainstream, it isn’t just a niche moment. The way the country has embraced her this morning has been unbelievable.”

Originally published as Sponsorless Noemie Fox and superstar sister Jess to become collective hot commercial commodity