Are Brands Now Circling Mick Fanning?

Are Brands Now Circling Mick Fanning?
SHARE
THIS



He’s won three world surfing crowns and on Sunday he fought off a suspected three-metre great white shark live on telly. Has Mick Fanning suddenly made himself one of the most marketable sports people on the planet?

A quick look at Fanning’s own website reveals he’s already well loved by surf brands and non-surf brands alike; with Audi, Red Bull, sunglass firm Dragon Alliance and Skullcandy headphones all on the Fanning books.

Audi has been quick to jump on his weekend heroics, retargeting the millions of people viewing the incident online with its latest car ads.

For branding expert Jonathan Pease from Sydney agency Tongue – Fanning’s possible mauling aside – the weekend’s remarkable episode adds up to the “best viral story you could possibly imagine”.

“It’s such an amazing, unbelievable story,” Pease told B&T. “What you have here is a story that’s gone viral, it’s gone global, everybody is talking about it.

“Here you have this great guy, surfing competition final and he’s fighting off this whopping great shark. In terms of his own personal brand it’s done wonders. Add to that, he’s a good looking, knockabout Aussie bloke which people adore. He’s fit, young, good looking and a healthy guy too.

“The fact that he’s an Australian and we’re sort of synonymous with sharks and we’ve got this rugged image around the globe, this is just going to do amazing things for his own personal brand,” Pease said.

Jack Watts, managing director of sports marketing firm Bastion EBA, said it’s too early to predict the impact on Fanning’s career and possible sponsor deals but the whole incident has been a massive boon for professional surfing

Watts described Sunday’s brush with bitey aquatic life as the greatest PR moment in professional surfing’s history. It’s put surfing – typically a second-teir, periphery sport – on every news site and front page of every newspaper around the globe.

“I think it’s just too early to say how it will play our for Fanning,” Watts said. “You have to remember he could be deeply traumatised by this, he may actually never recover.”

Watts said when brands align themselves with sports people they look for two things – the equity in the sports star and the reach of the actual sport. And Fanning, he said, already has considerable marketing cachet.

“Mick Fanning as a sportsman has a lot of equity in terms of his personal brand. He’s very clean living, Aussie kid, good looking, he’s young. You take that equity and times it by the reach and that equals the amount you can generate in being a brand’s ambassador.

“Mick Fanning’s equity has now gone up considerably. He’s not just this good looking, clean living athlete he’s now considered extraordinarily brave and considered a hero in a lot of people’s eyes. So his equity has gone up considerably and his reach has gone up considerably. Yes, he’s now worth considerably more,” he said.

Neither Watts nor Pease would put a possible dollar value on the incident or brands it may possibly attract but both agreed – managed correctly and depending on how Fanning himself responds – it could be considerable.

“Will he cash in on this? I don’t really know,” Pease said. “You’d have to think that some brands would want to pin their name to him. What those brands could be I’m not sure. But for sure, he’s possibly going to make a lot of money out of this, even more so than he ever did on the pro circuit tour.”

Watts added: “If Fanning reponds in a positive manner, if he takes it in his stride and gets back in the water  – and you have to remember he’s currently locked in the battle for the world title race  – if he can turn this hugely traumatic incident into a positive it will be benefit him.

“I think nothing much will happen in the very immediate future. It needs to settle down. It’s been very traumatic for Fanning and the surfing community and it needs to be a personal time for Mick rather than brands bombarding him.”

And could this define his career? Will he be remembered forever more as  the bloke that fought off the shark rather than a multiple world champion?

“In the non-core surfing community, yes, he’ll probably be remembered as the guy who fought off the shark,” Watts agreed.  “Yes, it will very probably be his lasting legacy that he will be talked about in pubs for the rest of his life.

“But for sure, it’s a pretty good story – fighting off a 12-foot great white shark; they don’t come any better than that!”

B&T contacted Fanning’s management for comment on this story.

Please login with linkedin to comment

Latest News

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account
  • Advertising

The Monkeys Takes Over From M&C Saatchi On NRMA’s Creative Account

Accenture-owned agency The Monkeys has bolstered its client ranks, having been chosen to handle the creative for the NRMA. The Monkeys CEO Paul Green confirmed to B&T that the agency had been appointed to the NRMA account by parent company IAG, which also includes brands CGU and Swann Insurance. M&C Saatchi was the incumbent creative […]

by B&T Magazine

B&T Magazine
A waitress carries beer mugs in the Hofbraeuhaus tent after the opening of the famous Bavarian
  • Marketing

Study: Why No Or Low Alcohol Beers Are Fast Becoming Drinking’s “New Cool”

New research from global market intelligence agency Mintel reveals that over a quarter of consumers in France (28 per cent) and Germany (27 per cent ) agree that low (under 3.5 per cent) or no alcohol beer tastes just as good as full-strength beer. And while younger consumers may have been the most enthusiastic drinkers in previous generations, […]

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt
  • Advertising
  • Campaigns

Engine Group Encourages Queenslanders To ‘Go Local’ In New TVC For State Govt

Brisbane creative agency Engine Group has launched an integrated campaign for the Queensland government promoting the benefits of buying locally and supporting local small businesses. The ‘Go Local, Grow Local’ social marketing campaign celebrates small businesses across Queensland and highlights that small businesses are the lifeblood to growth in local communities. Central to the new […]

Sam Weir, Editor - The Advertiser & AdelaideNow 
 Editorial 
 
 Picture: Turner Matt
  • Media

News Corp Appoints New Editor For The Courier-Mail

News Corp Australia has announced the appointment of Sam Weir (pictured above) as editor of Queensland’s The Courier-Mail. Weir is one of Australia’s most accomplished editors, having edited the Perth Sunday Times and for the last four-and-a-half years, The Advertiser in Adelaide. News Corp Australasia executive chairman Michael Miller said: “I am delighted Sam has […]

Is This The Creepiest Ice-Cream Ad Ever?
  • Campaigns

Is This The Creepiest Ice-Cream Ad Ever?

Look, a terrifying ice-cream ad! And by "terrifying" we really mean Tony Abbott in his sluggos kind of "terrifying".

by B&T Magazine

B&T Magazine
Creatives, Step Up To The CX Plate!
  • Marketing
  • Opinion

Creatives, Step Up To The CX Plate!

Aussie creatives urged to step up to the CX plate! That's the Adobe boss saying it; like B&T would never say try harder.

Opinion

by B&T Magazine

B&T Magazine