Athlete Business · Sep 15
Josh Kerr’s sponsor-logo move exposes the athlete vs federation branding conflict
Nike, Brooks, Great Britain kit and World Athletics visuals all wanted the same frame. Kerr chose the one that pays him directly.
- Treat podium images as scarce inventory because personal sponsors, federation partners and event broadcasters all want the same frame.
- Audit athlete contracts for image rights, kit rules and promotional duties before promising sponsor exclusivity.
- Build sponsorship tools that track context, not just logo exposure, because value changes across team and event settings.