USAIN BOLT is set to star in a major promotional campaign in the coming weeks, having already pocketed between $2m and $3m for his two days work for Virgin Media.
Frontloaded understands that the new campaign for a brand not currently in Bolt’s endorsement portfolio will be the last major commercial work the athlete undertakes before London 2012.
Bolt’s agent, Ricky Simms of PACE Sports Management, told Frontloaded that the sprint star signed a one-year contract with Virgin Media, which will demand more appearances from Bolt in 2012.
Although Simms would not divulge financial details of the deal, Frontloaded has learnt from another source that the 100m and 200m world record holder will earn over $2m from the deal.
The major new campaign with the yet-to-be-named brand, plus two smaller deals with new partners, will conclude Bolt’s new business activity before the Games, said Simms.
The deals will augment Bolt's earnings from existing commitments to Puma, Gatorade, Digicel, Regupol and Hublot.
The Virgin Media agreement was negotiated between Ricky Simms and Jeff Dodds Virgin Media’s executive director of brand and marketing communications, at the end of last year. The initial approach was made in August 2011.
Frontloaded has learnt from another source that Virgin Media beat London 2012 Tier 1 partner BT to Usain Bolt’s signature.
By Matthew Glendinning
matthewg@sportbusiness.com