Advertising at the Olympic Games is insanely expensive, but United States track star and American 800-meter record holder Nick Symmonds is looking to provide a unique opportunity for some intrepid entrepreneur like himself.
Just like back in the 2012 Olympics, Symmonds is once again selling what he is calling “deltoid ad space” — but just like last time, it will come with a caveat. See, the athletes in track & field are not allowed to showcase advertising during their races, outside of official apparel and equipment sponsors. So, while the idea seems like a great opportunity, if some company was hoping for free television advertising, Symmonds’ body won’t be that opportunity while he’s competing; he’ll have to tape over the ad when he’s on the track. However, Symmonds continues to fight the good fight, despite rules that prohibit the very idea he is trying. He did put out a statement regarding his idea, all while having his auction going live on eBay.
“Due to antiquated rules, during all IAAF, USOC, and IOC governed competitions, I will be forced to tape over all forms of advertising on my body except the logos of my apparel and equipment manufacturers. Though these absurd rules certainly diminish an investment in an athlete, please know that I will put in extra effort to ensure that the winner of this auction realizes a fantastic return on investment.”
It shouldn’t be shocking, as he pulled the same thing before the 2012 Games and has been the leader of a small group advocating for the right for individual athletes to control the marketing of themselves in any way they see fit. He also took a stand ahead of the 2015 world championships, refusing to sign the statement of conditions that USA Track & Field required of all competing athletes and not being allowed to participate as a result. Instead, he took a stand once again against restrictive marketing and allowing only official uniforms at official team functions — except for shoes, sunglasses and watches.
Symmonds’ stand has paid off in the past, and this time it could really blow up. At the 2012 Olympics, Symmonds fetched $11,000 from Milwaukee agency Hanson Dodge Creative, sporting their logo everywhere he could outside of the events he was competing in. Bidding has already passed $6,100 and 70 people have bid on the 8-square inches of ad space, including fellow runner Ben True:
https://twitter.com/bentrue/status/724767731678076929
Symmonds isn’t a bad investment either, finishing fifth in the 800-meter final in a personal-best personal best of 1:42.95. Even if the advertising won’t happen on the track, you can bet Symmonds will find other ways to show off the advertising space while off the track. It isn’t like there are beaches or anything called free time to help one out with massive exposure.
[Fittish]
