Deal Makes Usain Bolt ‘Best Paid’ Track Athlete

::LANGFIELD ENTERTAINMENT:: ENTERTAINMENT NEWS WITH A CANADIAN TWIST::

::SPORTS NEWS::
LE Newsletter - August 26, 2010

Deal Makes Usain Bolt ‘Best Paid’ Track Athlete

Source: www.thestar.com - Chris Lehourites

(August 24, 2010) Get ready to see a whole lot more of this pose. Olympic gold medallist Usain Bolt, seen in

May after winning a 100-metre event at a meet in South Korea, has signed a big new deal sponsorship deal with sports outfitter Puma.

LONDON—The world’s fastest man signed the fattest track and field contract ever Tuesday, with Usain Bolt extending his sponsorship with Puma through 2013.

The world-record holder at both the 100 and 200 metres will be tied to the German company through the 2012 London Olympics, when he is expected to attempt to retain his gold medals in both sprint events.

“It’s good, man. I’m happy. I’m very happy with the figure,” Bolt, who turned 24 on Saturday, told The Associated Press in a telephone interview.

Although the terms of the contract were not released, Puma chairman and CEO Jochen Zeitz said Bolt would be “the best paid athlete in track and field history.”

“He’s an iconic global sports star and as such he’s now remunerated,” Zeitz told the AP.

Bloomberg News noted that the previously highest known endorsement deal for a track athlete was just $1.5 million annually, for Russian pole vaulter Yelena Isinbayeva. The Financial Times reported that Bolt was believed to have been earning a similar amount from Puma – but that the new deal will vault him closer to the kind of endorsement dollars earned only by globally known professional athletes.

Bolt became a star at the 2008 Beijing Olympics, winning both the 100 and 200 in world-record times, and helping Jamaica win another gold and set another world record in the 4x100 relay. A year later, he again set world records in the 100 and 200 at the world championships in Berlin.

Although he is sitting out the rest of this season with tightness in his lower back, Bolt is already looking forward to returning to the track next year for the world championships and eventually the 2012 Olympics.

“I’m trying to make myself a legend,” Bolt said. “People are really looking forward to me breaking records (but) I’m going to go run hard to win, that’s my aim. And every time I go out there and run hard to win, I get records.”

At the Bird’s Nest in Beijing, it was his outgoing personality that really endeared the lanky Jamaican to the masses, but drew criticism from International Olympic Committee president Jacques Rogge.

In the 100, Bolt surged away from the field and slowed over the last few metres, even taking time to slap his chest before crossing the finish line in 9.69 seconds. A few days later, Bolt ran 19.30 in the 200 and then made little effort to congratulate his opponents before taking off on a victory lap and shouting “I am No. 1!”

“I have no problem with him doing a show,” Rogge said during the Beijing Games. “I think he should show more respect for his competitors and shake hands, give a tap on the shoulder to the other ones immediately after the finish and not make gestures like the one he made in the 100 metres.”

At the world championships, Bolt’s showboating was muted, but his star was rising. He lowered his world record in the 100 to 9.58 and in the 200 to 19.19.

“He’s not just an athlete that promotes performance products but he’s also an athlete that transcends well beyond his sport into lifestyle, and that’s where we see the opportunity,” Zeitz said.

Earlier this month, Bolt said that he would cut his 2010 season short because of his ailing back. The announcement came only days after he lost a 100-metre race in Stockholm to Tyson Gay — his first loss in an individual race in two years, also in the Swedish capital.

“Stockholm is not my favourite place,” said Bolt, adding that it was good for the sport for him to lose once in a while. “Tyson was in good shape. He really wanted to beat me.”

As for his injury, Bolt said he has been pain-free in Jamaica while spending time with his family and resting his back. He even celebrated his birthday in his native country for the first time in years.

“I didn’t know what to do,” Bolt said. “So I just chilled. We went out and had a couple of drinks.”

The early end to Bolt’s season will keep him from running at the Commonwealth Games in India, but it’s the world championships and the Olympics that are the main targets for the future.

“We would have loved to see him perform in the Commonwealth Games, but it wasn’t really part of his training schedule and race schedule anyway,” Zeitz said. “It’s unfortunate that he’s missing a few races, but we all know that 2011 and 2012 are the really important years.”

Zeitz also said that Puma intends to make Bolt the central figure in its Olympic marketing program and use him to help develop footwear and other apparel.

Bolt first signed with Puma, which also sponsors the Jamaican Olympic Association and the Jamaican Amateur Athletic Association, when he was only 16 years old.

“We’ve been together since forever,” Bolt said. “I like the fashion, so they try to make it fashionable for me. ... I’m looking good, but I’m also prepared.”