Once, Australia’s female athletes were sponsored by breakfast cereals and milk drinks. Now they’re courted by the likes of Omega and Dior.
Omega House, an ornate mansion in Paris on the left bank of the Seine, will host exclusive soirées during the Olympics. High on the guest list will be Australian swimmers Emma McKeon and Kayleigh McKeown, who, along with George Clooney, Nicole Kidman and Cindy Crawford, are global ambassadors for the Swiss watch company.
McKeon may well wear Dior, the high-end French fashion house for which she is an ambassador. Another fashion house, Oroton, has enlisted soccer player Hayley Raso to promote its clothes, while fellow Matilda Mary Fowler has become an ambassador for cosmetics giant L’Oreal Paris.The sponsorships used to come from breakfast cereals, Milo and swimming costume companies.
Negotiating a photo shoot with a sports star’s agent has now become as complex as negotiating with an agent for an actress or music celebrity, as athletes recognise the power and value of their brand and image.Juliet Rieden, a long-time magazine editor, said female athletes such as swimmer Susie O’Neill have long graced the cover of magazines such as the,” she said. “They were photographed in their swimsuits, they weren’t photographed as fashion models.
“Women’s sport is increasingly being viewed as a unique product that is becoming ever more distinct from men’s elite sport,” said Deloitte’s Jennifer Haskel.
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