Nick Symmonds is in a bit of quandary.
The Brooks-sponsored world-class middle distance runner faces possible exclusion from the US National Team for the IAAF World Athletics Championships in Beijing later this month.
The reason: he is refusing to wear Nike apparel - the official clothing sponsor of USATF - to official team functions as per federation regulations.
It is rare for an athlete to stick by his guns so stoically when it comes to such matters of endorsement. Given that many a world-class athlete is barely able to make ends meet, World Championship selection is the ultimate goal for most; their career trajectory literally depends on it. Sponsorship regulations from governing bodies, however unreasonable, tend to be tolerated in favour of the bigger picture that is the opportunity to perform on the world stage.
Whatever your view, personal sponsorships and endorsements are what puts the food on the table for most professional athletes, no matter their ranking or status. Whilst there are some individuals who tend to attract corporations, the vast majority have to fight to literally get their foot in the door. Why should they risk pissing off their loyal employers when such bullying restrictions are imposed on them?
While that question could rightly be interpreted as a rhetorical one, perhaps more important to ask is what sort of value does an athlete bring to his or her sponsor (read: employer)?
A recent TRS Radio podcast with US Olympic triathlete Andy Potts was greatly insightful in this regard. In keeping with the satirical theme that is TRS, the interviewer dryly referred to Potts as "a sponsors wet dream," a statement that is actually complimentary on closer reflection. All jokes aside, the prodigious and articulate American athlete went on to explain how he views his own endorsement deals as partnerships, effectively being a sort of sales representative through his results and actually promoting the product. He even goes on to reveal how he pre-catalogues a few months worth of social media content in advance before strategically posting on his Facebook and Twitter handles for maximum effect.
Whilst that it remains unknown how many athletes are as savvy and proactive as Potts, what do sponsors actually expect in return for their investment? While my own intermittent conversations with such folk have brought about both interesting responses and fascinating insights, the one factor seems to be the most common with everyone I've talked is this: loyalty.
No matter if an athlete is a PR dream or not, staying true to those who pay their way is critical in any athlete-sponsor relationship, actual performance and results aside.
One guy I know was a top athlete some two decades ago. With a sporting career lasting ten years and excellent results throughout this period, he now heads up the South African branch of a multi-national biofeedback brand. Now on the other side of the fence so to speak, he is directly involved with athlete sponsorships and once related to me how he stayed with the same companies throughout his time as an athlete, even when receiving better offers from elsewhere. The fact that his current employer was one his sponsors could underline his understanding of loyalty.
Another guy has been retired from pro-competition for close on five years. Now working full time in the telecommunications industry, he still competes for fun at selected events. And he enjoys continued support from all of his sponsors from when he was a professional athlete, perhaps testament to his value and loyalty to those generous enough to pay his way.
Back to Symmonds and the fact that he is courageous and principled enough to stand up to such unreasonable demands indicates strong character and even more devout loyalty. USATF have handed him an ultimatum: sign the agreement and conform by Monday or stay at home. Whether or not either party budges remains to be seen, but hats off to Symmonds for having the balls to take on the hierarchy, potential reprisals aside.
That said, Brooks Running could be pretty happy about this unlikely exposure. Loyalty rewards in the most unusual of ways.
