Usain Bolt

50 Most Marketable 2016 - Usain Bolt
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Usain Bolt

CRITERIA

Athletes from across the world have been ranked according to their marketing potential over a three-year period from this summer.

  • Value for money
  • Age
  • Home market
  • Charisma
  • Willingness to be marketed
  • Crossover appeal

Jamaican, 29, Athletics

Sprint legend stretching for the line

Representatives: Pace Sports Management

Key partners: Puma, Gatorade, Digicell, Regupol, Hublot, Virgin Media, Nissan, Celcom

2015 ranking: 10

 

Usain Bolt will enter his fourth decade on the day this summer’s Olympic Games holds its closing ceremony. If that neat cosmic coincidence won’t quite represent the falling of the curtain on an endlessly astonishing career, it will certainly signal the beginning of its final act, the commencement of a farewell tour which will see the world’s fastest man bid goodbye and adieu to the world of athletics at the IAAF World Championships in London next year.

By then, Bolt will have dominated the sprint track for a full decade, comfortably becoming his sport’s most recognisable and bankable presence in the process. It would not be in his nature to fade quietly into retirement but, even if it were, it’s hard to imagine the IAAF or his representatives allowing him to do so.

Bolt remains unquestionably box office, and while he may no longer be breaking world records with his speed, it wouldn’t be a surprise to see him set yet another personal best in commercial partnerships and endorsements between now and his long-awaited last dash to the finish line. AN


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