Bolt's Agent: Demand Increases as London Nears

(ATR) Usain Bolt’s agent Ricky Simms tells Around the Rings that managing the triple Olympic champion’s time is growing exceedingly difficult as the London Games approach.

"Training has to come first, performing has to come first, the challenge at the moment is that the whole world wants to talk to Usain," says Simms, of London’s PACE Sports Management, who has represented Bolt since 2003.

"One thing we said after 2008 is that Usain has to repeat, repeat, repeat in order to be a big star in 20-years time."

Regarding endorsement opportunities, Bolt continues to be one of the world’s most sought-after athletes; his annual net worth from sponsorship deals is estimated to be more than $12.5 million.

The Jamaican sprinter signed his first contract with Puma in 2003 at the age of 16, and the multi-million dollar agreement with the German clothing manufacturer continues through 2013.

Other long-term sponsors of Bolt include Gatorade, Hublot Watches, Virgin Media, Visa Europe and Digicel mobile phones in the Caribbean and Latin America.

Bolt also recently joined rapper Ludacris endorsing headphones for Soul Electronics, his new brand named "Soul by Usain Bolt." He’s also launching his own online video game and a mobile application.

Simms addressed the reasons for Bolt’s immense popularity and marketability during a sitdown interview conducted late last month on the sidelines of theGolden Spike meet in Ostrava, Czech Republic.

"Number one is winning races, that’s key. You won’t be a big star if you’re not winning races," he says.

"Number two, it’s his personality; he’s fun, he’s friendly, he’s a marketer’s dream."

Time Management with Media

Simms notes that he recently turned down a request for Bolt to do a photo shoot with The New York Times Magazine due to time constraints in his star’s schedule.

"They can’t understand why Usain won’t give them a couple of hours for a photo shoot for a special edition. We would love to do The New York Times Magazine; however, he is shutting it down," he adds in reference to Bolt’s current availability to the media.

"BBC has been calling to do different things – every channel in the world wants some time with Usain.

"He’s only doing press conferences at meets from now on [until London], and he has some obligations with the Jamaican Olympic Committee. All his sponsor stuff is done for now."

Bolt will compete in Oslo this Thursday before heading home to prepare for the Jamaican Olympic Trials. His final Olympic tune-up is scheduled in Monaco on July 20, where he will race the 200-meters.

"The spotlight is so intense on Usain that he just can’t do all the things that other athletes have time to do," says Simms, referring to both training and trying to find free time. "We can’t put him at a disadvantage – we have to give him a level playing field by trying to make his life as normal as possible."

Bolt, who clocked a meet record and world-leading time of 9.76 seconds in the 100-meters last Thursday in Rome, says he hasn’t had a problem managing sponsor and media obligations along with his training.

"For me it’s just the fact that I know what I want," says Bolt. "If you have a goal and you want anything badly like I do, you have to be focused. I have a really great team around me; they make sure everything is limited and that the sponsors know what I have to do in this Olympic year."

"We try to keep everybody happy but the focus is always the Olympics," adds Simms.

On May 23, two days prior to Bolt’s competition in Ostrava, the Jamaican star attended the Chocolate Spike Meet for children, spending time with and signing autographs for the participating kids.

"He loves the spotlight and thrives on the attention – you saw it with the kids," says Simms.

"I think it’s hard to have everyone in the world like you, but most people like him. He’s a nice guy and he’s just being himself, really."

Expectations for London, Beyond

Despite sub-9.9 times in the 100m this season by his rivals Asafa Powell, Yohan Blake and Justin Gatlin, Bolt says he’s not worried about his competitors.

"As long as I’m in shape – I’m in good shape now and if I’m in great shape then no one can beat me in London for sure."

In addition to his world-best time in Rome, the six-foot-five Bolt also ran a 9.82 on May 5 in his hometown of Kingston, Jamaica, the second fastest result this season.

"Definitely I think I’m on a good path, everything has been great and I’ve been injury free," he says. "I’m looking forward to doing extremely well at the Olympics. If I keep focused and stay on the right path, then everything should be great."

Simms touched upon what Bolt’s future may hold following this summer’s Olympics.

"We’re focusing on London, and after London he’ll talk with his coaches about what the next goals are," he says.

"He’ll probably compete up through 2017 when the [IAAF] world championships are in London again.

"Who knows what he’ll do then? If he needs a new challenge or if he keeps running well in the 100m and 200m, maybe he’ll keep trying to get those records further down and just win more medals."

Reported in Ostrava by Brian Pinelli

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