This summer, London was set alight once again as the capital played host to a major world sporting event; the IAAF and IPC World Championships took place in the Olympic Stadium, with Britain once again united behind its extraordinary athletes. Although sporting highlights included the GB Men’s triumphant 4x100m relay and American Tori Bowie’s surprise and close win in the women’s 100m, this summer was tainted with a slight sense of sadness, as two of the greatest names in athletics had announced they were going into track athletics retirement; Mo Farah and Usain Bolt. Will their like be seen again and those of you who were lucky enough to be in attendance on Super Saturday in 2012 have gone all misty eyed I am sure.

The British and Jamaican athletes both came from humble beginnings, yet now boast sports careers of exceptional excellence, achievement and triumph, and can boast alleged personal nett worth of over £3 million and $60 million respectively. They have signed lucrative deals with some of the biggest brands in sport, such as Puma, Nike and Lucozade, and many other brands besides. However, there is so much more to Farah and Bolt than awe-inspiring speed that has made their careers so successful, particularly in the case of Bolt, who has been estimated to be the 32^nd highest earning athlete in the world this year.

As he hangs up his spikes and bows out of his sprinting career, there is still a lot going on for Bolt. The towering athlete boasts an array business venture outside of his roles as brand ambassador, such as his own restaurant, ‘Usain Bolt’s Track and Records’, a relaxed sports lounge in Jamaica that also sells Bolt merchandise. His endorsements and advertising also are significant income streams, with brand heavyweights such as Puma, Virgin Media and Gatorade forming partnerships with the world’s fastest man.

But how is it that Bolt seems to be “pulling in so much more cash” than Farah? There is no doubt that they are both amongst the world’s greatest athletes, and have done their respective nations proud, yet it is Bolt that has earned himself a place in the top 100 of Forbes Celebrity Rich List this year and Farah has not. I would attribute this to market positioning, his expert event, ie the primeval excitement of the 100m sprint and I would also suggest one of the key factors is that Bolt manages his brand and how he has utilised his success to make a career for himself off the track as well as on.

His sparkling personality, good humour and enviable dance moves have made the world fall in love with him. Furthermore, his philanthropic attitude and numerous charitable activities, such as setting up the Usain Bolt Foundation, providing significant financial assistance to worthy causes and using his partnership with Puma to provide his old school the William Knibb Memorial High school with top of the range kit, has made him one of the most loved personalities of the world and as a by-product accelerated his brand and career.

Now I am not suggesting you start “cutting or throwing shapes” in your offices but do work out how you can sparkle and generate excitement in your career and role so that you promote and make the most out of it. Here at ABPM, we have approaching 30 years of career advisory expertise to share on how to build your career. We look forward to hearing from you.

Rej Abraham – Managing Director