The Olympic Games are the world’s largest sporting event, making them a highly attractive platform for brands. Many companies choose to sponsor athletes in the lead-up to competitions to increase their visibility. While these sponsorships provide crucial income for sportspersons, they are often short-term and primarily benefit those already at the peak of their careers. This leaves emerging athletes, especially in developing countries, limited in their ability to fully dedicate themselves to their sports training.
With the Paris 2024 Games coming to an end, many sponsorships will be terminated. In this article, we analyze the importance of brands adopting a long-term approach, which not only strengthens their reputation but also supports the continuous development of athletes.
Making a Living from Sports
In developing countries, making a living from sports can be challenging. For example, in Mexico, nearly 6,970 people work as professional sportspersons, and according to Data Mexico, the average monthly salary of an athlete is only 5,950 pesos. In terms of the economically active population that is involved in sports or professional sports teams, nearly 80% work informally. Therefore, the economic and labor conditions are not ideal.
Sponsorships from brands and companies play a fundamental role in supporting athletes. They can often provide the necessary funds and resources to help them reach their full potential.
A Success Story
Marileidy Paulino from the Dominican Republic, a silver medalist in Tokyo and gold medalist in Paris 2024, did not always have the financial support to achieve her goals. Before becoming the country’s most decorated racer, she walked barefoot to the training center and ran on the track without shoes due to her family’s economic limitations.
Initially, the Dominican runner did not want to train in athletics. Paulino wanted to play handball but did not receive any money for practicing it. It was in athletics where the racer found an opportunity to obtain resources, causing her to switch sports. “At first, athletics became something I did for the money, then it became love,” she stated in an interview for the Relevo website.
Her first stable source of income came through the Dominican Republic Air Force (FARD), an institution that saw her athletic potential and adopted her as a member with the purpose of giving her the financial support she needed. Thanks to her sporting focus, which generated recognition in the sports world, brands and companies offered their sponsorships. Currently, four companies support the Dominican, including Adidas since 2022 and local brands such as Banco Popular Dominicano and the sports drink brand, Hidractive Plus.
Today, at 27, Marileidy is a world and Olympic champion in Paris 2024. However, not all athletes can tell the same dream story.
Lack of Sponsorships for Emerging Athletes
Many athletes seek that financial support to be able to dedicate most of their time to training, but very few obtain that vote of confidence. An example is the case of the Oaxacan athlete Juan de Dios Zurita Victoria, who in an interview for MktUp told us about his experience as a professional runner and the difficulties of finding sponsorships. In his more than 4 years as a runner, he affirmed that “very few times does that part of sponsorships and support happen.”
The 25-year-old Mexican athlete, specializing in 800 and 1500-meter races, explained that the most help he receives is through a non-profit organization known as Oax Sport. The corporation based in Austin, Texas, is dedicated to “creating the possibility for local athletes in Oaxaca to receive sponsorship and sports support.”
For three years, Juan Victoria has been part of Oax Sport and on occasion, they have helped him with the costs of transportation, lodging, and registration for competitions. However, the association has not found official sponsors. Commonly, to be able to pay for expenses and training resources, Juan works in a business in his community in Magdalena Apasco that makes crafts or jewelry with marble, quarry, and semi-precious stones.
Athletes in Search of Sponsorships
In 2020, Juan, along with other athletes in the region, sought sponsorship from the Club Deportivo Mrci, which belongs to the law firm Mrci. “We approached them just as the pandemic was going to start with a company from here in Oaxaca (Mrci) that has a sports area.” However, due to the spread of COVID-19 in the country, the collaboration was canceled.
Currently, the project that has performed best in terms of generating income for sportspersons and Oax Sport has been an alliance with Airbnb. For the past year, two or three times a month, athletes offer experiences where they go running with tourists in the city of Oaxaca or different tourist spots. “We have had a higher income there,” said the runner. He added that the institution’s marketing strategies focus more on that type of event.
Another benefit that Oax Sport offers Juan free of charge is physiotherapy. However, these benefits are not enough for athletes to be able to dedicate most of their time to training and grow in the sports field. “Athletes are not really supported and that’s why many have given up,” said the runner. Currently, Juan Victoria is pursuing a master’s degree in Business Administration at La Salle Oaxaca university and continues to train every week to break his goals. “My biggest dream would be to compete outside the country, to reach an international competition,” declared the professional Oaxacan runner.
The Win-Win Between Brands and Athletes
Sponsoring emerging athletes from the early stages of their careers is a strategic investment for brands. When they identify and support promising talent before they reach their peak, they are not only helping to forge the next generation of athletes but are also building an authentic and lasting relationship. This type of long-term sponsorship allows brands to associate themselves with the values of perseverance, growth, and personal achievement, creating a stronger emotional bond with the public. Additionally, by being present throughout the athlete’s journey, brands position themselves as genuine allies in the success of these athletes, which improves the perception of their commitment and social responsibility.
On the other hand, early support for emerging athletes can result in a significant return on investment. As these athletes rise and gain notoriety, the brand that supported them from the beginning benefits from growing exposure at a much lower cost than if they had waited to sponsor an already established athlete. This approach also allows brands to differentiate themselves in a saturated market, standing out as pioneers in the detection and support of new talent. Additionally, athletes who have been supported from their beginnings tend to show natural loyalty to the brands that supported them, which can translate into longer-lasting collaborations and more authentic and effective advertising campaigns.
After the Olympic Games
With the Paris Olympic Games coming to an end, it is the ideal time for brands to reconsider their sponsorship strategies. Instead of ending their support, they should choose to continue supporting athletes, especially those who, despite not having won a medal, are determined to continue with their careers. Maintaining sponsorship would not only be a vote of confidence in the talent and determination of these athletes but also a long-term bet on the future of sports. By doing so, brands not only support an athlete but also feed the hope of a nation, a country that can reach the podium in the next Olympic Games. The real medal will be won by the brands that demonstrate their commitment and vision, supporting the effort and sacrifice that will lead the next generation of champions to success.