One of the main themes in a sports marketing context through 2016 will be the balance to be struck between official partners of the Olympic Games, whether at international or national level and the deals that individual athletes and associations will sign in advance of Rio.
Last month we covered the announcement that Electric Ireland was to be the official partner of the Irish Olympic team.
This week the latest of what will be a rising number of individual endorsements aimed at capturing the magic of the Olympics was unveiled when Nissan appointed Rob Heffernan as an ambassador for the brand.
Nissan is one of the official sponsors of the Rio 2016 games, the level of partnership below that of Worldwide Olympic Partner.
The top level does not include an auto brand so in that sense Nissan trumps all others including Toyota who have an advanced ambassador programme including our most likely Gold medal prospect Katie Taylor.
The Nissan deal with Heffernan involves supplying him and his wife Marian with a Nissan X-Trail which it is claimed will enable them better to manage the demands of four children and allow him train closer to home in Cork for longer periods.
“A lot has changed since I competed at the Sydney Olympic Games in 2000,” said Heffernan. “I was a single man back then. I am married now with four kids, my wife is my coach and staying at the top of my game is a bigger challenge than ever.”
“We have had two kids since London 2012 who are in car seats. We were running two cars to keep the show on the road with one car doubling up as a family car and training support vehicle. Life has just got a whole lot easier thanks to Nissan.”
“Rob’s training programme will be a lot different for this Olympics. Being away from home for long periods like other years is no longer an option. We have planned to prepare in Cork and to optimise competition and training camps. Home is at the heart of everything,” added Marian Heffernan.
“We are delighted to support Rob and Marian and their family and to work with them as brand ambassadors. What they are working to achieve is truly inspiring and Nissan is proud to be part of their unique journey,” said James McCarthy, CEO of Nissan Ireland.
Image credit: Sportsfile
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