THE LEGAL and commercial representative for Dwain Chambers is looking for brands with "vision and foresight" to sponsor the British sprinter and reformed drugs cheat ahead of London 2012.
Barrister Siza Agha says that the public perception of Chambers, whose lifetime Olympic ban was overturned by the Court of Arbitration for Sport last month, has turned in the athlete’s favour.
Below, Agha talks to Frontloaded about the sponsorship proposition and unique branding opportunities afforded by this most controversial of athletes.
What sort of brands and sectors would you expect to sponsor Dwain?
I am not looking for "brave brands" but those with "vision and foresight". Dwain presents himself as an articulate, intelligent professional sportsman with the most unique and incredible story. He is well-versed and accomplished with the press and television.
It is plain and beyond any argument that he will attract plenty of both, perhaps more than any other sportsperson, in the next few months. Dwain and I do presentations of his story to companies, universities, colleges and schools (between 300 and 1,000 people a time).
No power point, no gimmicks, no buzz-words, just Dwain, me, a microphone and an incredibly personal, inspirational and engaging story against all the odds. I have seen first hand the positive effect Dwain and his story has on people of all ages and backgrounds across the board. In addition the press (perhaps with one minor exception) and TV are very supportive of Dwain.
The sports writers who have known him for many years recognise the magnitude of his struggle and the change in him as a person –the qualities that have been required to pull him through what was viewed by the majority as the "utterly impossible" and the positive message he now represents. To my mind a brand does not have to be brave to support Dwain Chambers.
Are you looking for Olympic-based deals or longer term – and what is your ballpark endorsement rate card?
Short, medium and long-term. For the last decade he has had several limitations placed on him that have now been lifted to allow him to compete properly at the highest level. Dwain is fitter and healthier than he has ever been in his entire life. He intends to continue his career on the track into the next
Olympics.
Off the track there are many long-term projects and [a new academy set up by Chambers] include presentations, a course in being a professional sportsman, fitness course/video, television work.
Dwain competes in a kit that is designed and manufactured by him that we would in due course want to take to market. But in terms of Dwain's reach it is of global proportions. I have had in the last two weeks over 150 media requests from all around the world.
Dwain attracts considerable media and a fantastic reception wherever he competes as recently seen in Russia, Brazil, Poland, Belgium, Turkey, France, Italy, Czech Republic, all over. I will leave it to the marketing experts to draw up their owns cards and call it what they wish.
How do new IAAF regulations provide opportunities for sponsors with Dwain?
There have in the last few months been alterations to the IAAF regulations that now permit, subject to size, secondary sponsors on running vests and warm up tops. Most high-profile athletes have restrictions placed on them from sports brand contracts so are unable to take advantage of this initiative.
Dwain controls and manufactures his own kit so he can now display the logo of a sponsor in certain meetings. It should be noted that when an athlete competes for Great Britain IP rights are temporarily taken over, but in meetings, public appearances and media work there is now the potential to commercialise an athlete with a greater degree of freedom.
How is Dwain working in the media to raise awareness and change perceptions?
Read the Times, Guardian, Telegraph, Mirror, Independent, Standard, the Sun and the features I have written in the Huffington Post in the last two weeks and you will see the manner in which the sports writers now portray Dwain. I was asked recently to comment on a survey in the Metro that showed 67 per cent of people are against a life ban, I said I was "disappointed it was not 100 per cent".
The public perception has changed dramatically as they have become more informed about the reality behind this story. Ultimately, Dwain made a huge mistake when he was 22 years old, served his penalty and finished it seven years ago.
He is the only athlete to have ever "fessed up" to the whole thing and he has helped the anti-doping authorities. He has come back against all the odds, obstacles placed in his way, works tirelessly in community/charity organisations and now represents a very powerful and positive message that touches people across a wide demographic spectrum. I am an advocate not a marketing expert, but it seems like a "no brainer" to me.
If there are brands with vision and foresight, give me 15 minutes, a lectern and an open mind and I have been said to be very persuasive with far less deserving cases.
For more information contact Siza Agha:
siza.agha@btopenworld.com
By Matthew Glendinning
Follow Matthew on Twitter: @mattglen