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Sunday, August 12, 2012

 

BADMINTON / I piccoli antidoti degli sponsor per salvarsi dai crolli degli atleti olimpici



Il Foglio - 11 agosto 2012


Ed è solo alla fine che ci accorgiamo – ancora una volta, ogni quattro anni - che i Giochi Olimpici non sono né della nazione ospitante né dei paesi che vi partecipano. Le Olimpiadi, alla fine, le fanno gli atleti, le loro storie personali, le loro imprese, positive o negative che siano. Ed è quindi naturale che aziende e brand decidano di investire su di loro: sono questi campioni che riescono a comunicare come nessun altro sa fare, che guidano le emozioni e le aspettative del pubblico, e sono sempre loro che “fanno i numeri”.
Prendiamo uno come Usain Bolt, figlio del vento, il Muhammed Alì della pista atletica, superbo comunicatore non solo grazie alle sue performance leggendarie ma anche per la serie di gesti iconici da guascone talentuoso che seguono i suoi primati. Uno lo vede e dice che in fondo si merita i premi e i contratti multimilionari degli sponsor: e invece scopri che – secondo la classifica di Forbes degli sportivi più pagati uscita lo scorso mese – l'uomo più veloce del mondo si trova solo al 63° posto con 20,3 milioni di dollari (ma immaginiamo che dopo gli ori conquistati le cifre dei contratti aumenteranno di brutto); prima di lui ci sono ben quattro cestisti del Dream Team USA che partecipa a London 2012 e addirittura quel triste svizzero di Roger Federer che di soldi ne guadagna più del doppio (52,7 milioni di dollari).
Certo che per un'azienda è sempre rischioso investire milioni su un atleta, legandosi a filo doppio con i suoi risultati sportivi. Prendiamo ora Federica Pellegrini, la nuotatrice su cui l'Italia riponeva tutte le aspettative e tornata in Italia senza una medaglia: in realtà gli sponsor che la supportano (tra cui Armani, Yamamay, Barilla ed Enel) non sono affatto delusi, anzi, probabilmente aumenteranno l'ingaggio, che ora secondo i ben informati si aggira complessivamente intorno ai due milioni di euro l'anno. La “Fede nazionale” in realtà ha fatto il salto da atleta a personaggio pop, e quindi una partecipazione a Sanremo o la copertina su Vanity Fair valgono come un podio. Se non di più.
Per non parlare di Oscar Pistorius, l'atleta sudafricano che usa due protesi in titanio al posto delle gambe e che a Londra ha corso per la prima volta le discipline dei 400metri con i normodotati: anche in questo caso i risultati poco importano, la sua storia è, da sola, più che significativa per garantire sponsorizzazioni pari a circa 2,5 milioni di euro da parte di brand quali Nike, British Telecom e Oakley.
Ma i rischi degli sponsor ci sono, eccome. Chiedetelo a Ferrero, Garmin, Despar o Bmw e agli altri quattro sponsor che avevano associato la loro immagine a quella di Alex Schwazer, trovato positivo all'Epo, e che oggi, dopo aver fatto sparire le varie comunicazioni e immagini dell'atleta sui siti web e dove era ancora possibile farlo, si appellano ai loro avvocati e alla “clausola di recessione per comportamenti non etici o antisportivi” dei loro contratti.

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