Mon | Oct 23, 2017

Greenland calls for more targeted athlete endorsements

Published:Thursday | September 21, 2017 | 12:00 AMRachid Parchment
Sports Minister Olivia Grange (right) poses with sprinter Asafa Powell after he presented her with items from his new product line. Powell presented female and male deodorants, 'Entice by Asafa Powell' and 'Endure by Asafa Powell' with part proceeds from the sale of the Sports Formula going towards breast cancer treatment and placing defibrillators in schools respectively. Powell also presented his fitness tracker, Active by Asafa Powell. The presentation was made at an Intellectual Property and Sports conference at the Jamaica Conference Centre yesterday.
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Senior Vice President of Operations and Marketing at GraceKennedy Money Services, Noel Greenland, has said that brands and athletes who endorse them, should put more focus on selling their products in what he describes as a "unique way."

Greenland was speaking at the Regional Conference On The Strategic Use of Intellectual Property In Sport, yesterday.

He said that he has noticed that brands are failing to effectively make an imprint on the minds of consumers because their marketing strategies are not memorable enough. He said that many brands are too focused on just getting star athletes aligned with their products, rather than choosing athletes who have relevance to what they are trying to market.

"When a talent (athlete) is overexposed to the point where that talent is used on multiple products, it doesn't bring the same weight," Greenland said. "To the consumers it's almost like 'Oh, that's just another ad.'

He mentioned that many television viewers do not even watch many commercials during programme breaks because of this, and advertisers lose money as a result, because of how much they have spent to produce these commercials.

"I don't like those types of sponsorship," he said. "Your message is invariably lost after a week or two."

Greenland said that in order to establish what he calls a "perfect brand," advertisers need to figure out their target audience.

"It will not come because the athlete is the fastest in the world, or because the athlete is the best looking athlete, or the best shaped body.

"The test should be 'Who am I targeting best?' I believe if we sell the right product to the right demographic, that demographic will use that product well. I would want to use talent that can appeal and speak a language that the audience will be enticed by."

The conference took place over two days at the Jamaica Conference Centre in downtown Kingston and featured presentations on the protection of copyright on the Internet, broadcasting and media rights and sports, broadcast piracy, digital media, infringement of rights relating to sports, use of athletes as brand ambassadors, and strategies to develop sponsorship, merchandising and trade related to sports intellectual property.

Olympian Veronica Campbell Brown spoke about athletes including herself, recognising that their career is their business.

"Veronica Campbell-Brown is not just a name but also a brand that my team and I had to protect and enhance by our actions," she said. "At the end of the day, it was my sole responsibility to be responsible in the way I approach training sessions, competitions, and my conduct on and off the track. This enabled my team to better assist carrying out my vision and help me gain success. Winning medals led to higher fees, respect and more exposure."

Sprint icon Asafa Powell made several presentations to Sport minister Olivia Grange. One of these was his training jacket and running shorts from the London Olympics for the Jamaica 55 Anniversary time capsule. His running spikes from the same Games were contributed to the National Sport Museum and he also presented Grange with products from his new line of deodorants and training bands. He said that some of the proceeds from the merchandise will go towards breast and prostate cancer research.