South Africa: Athletes Count the Cost As Mr Price Pulls Out
Sunday Times (Johannesburg)
October 29, 2006
Posted to the web October 30, 2006
Simnikiwe Xabanisa
Johannesburg
MR PRICE’S decision to withdraw their sponsorship of track and field athletes has rocked the country’s already embattled athletics community.
From year-end, the clothing retail company will release the 20 top SA athletes on their books and no longer sponsor their three “athletics” institutions: the University of Johannesburg, the University of the North West and the Nelson Mandela Metropolitan University.
The athletes who will lose their contracts include household names like Mbulaeni Mulaudzi, LJ van Zyl, Khotso Mokoena, Alwyn Myburgh, Chris Harmse, Leigh Julius, Estie Wittstock and Marcus la Grange.
Mr Price sponsorship manager Graham Daniel said the reason for pulling out was a business one.
"Our research shows that we’re not getting the same return as we used to. We’re spending a lot on athletes who are competing overseas five months of the year so we’re not getting a good enough return.
“We’ve decided to focus our athletics spend on road running, cross-country and schools.”
The biggest club in local track and field, Mr Price’s exit caps an exodus by big business from athletics over the past two years. Rentmeester parted ways with Tukkies 18 months ago, while Liberty Nike have also given all their athletes (road runners and track stars) their Don’t Come Monday letters.
And the blame has been heaped on the impotence of the sport’s governing body, Athletics South Africa (ASA). Over the past few years, ASA have lost Engen and Absa as track- and-field series sponsors.
Currently, their domestic series relies on funding from the National Lottery.
Former middle-distance star Jean Verster, coach of Hezekiel Sepeng, said:
"It’s a sad day for athletics. But you can’t blame them if they only have six meetings in which they get exposure, and even then not on live television.
“ASA are not promoting the sport as well as they should be. That’s probably why Absa pulled out (of sponsoring the local track and field series). Not enough is being done to promote the sport for sponsors to want to be involved.”
Veteran hurdler Shaun Bownes, who was also cut by Liberty Nike this season, said the sport was on a downward spiral. "I got my ‘Dear Johnny’ letter quite a while ago, informing me that they would discontinue their support of athletes. But I’m surprised that Mr Price are going the same way as well. The bad thing is that Engen, then Absa, pulled out. Now the clubs are following suit.
“Athletics keeps going backwards and ASA keep talking about our sport being the flagship of the Olympic team. We might be the flagship but if there are no clubs there won’t be much athletics.”
ASA general manager Linda Ferns, although surprised at the news, denied that the exposure of athletics was different to what it used to be, to the extent that sponsors had to pull out.
“Nothing has changed from last year, so how are they not making the same returns?” she asked.
“Athletics coverage has never been live so I don’t understand how their exposure has changed. If they’re pulling out, it’s tremendously sad and disappointing.”
Ferns said she would have appreciated it if the sponsors had discussed their exit plans with ASA.
“They didn’t have to, but it would have been nice if they had asked us what we could do to help.”
John Hamlett, coach of former Comrades winner Andrew Kelehe, was baffled by Liberty’s decision to quit road running.
“If you read the Comrades stats, each of the professional teams got roughly R3-million out of the race in coverage. And our team won the team prize, but now they’re being offered half what they were earning by other teams.”
Bownes said the sponsors’ exit would have a ripple effect on grassroots athletes.
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"A lot of the athletes rely on their club income. How many, other than a handful, can afford to be full-time athletes without the help of the clubs?
"The club retainers were responsible for things like fuel, supplements, additional physio, overseas airtickets and incentive bonuses.
“Now guys are going to have to work to finance their athletics. I’ve recently started working, and it’s a struggle to do both. Young kids are going to join sports like cricket and rugby instead of athletics.”