Written on the 21 June 2012


A CLEVELAND marketing company hopes its partnership with a sports management company will fuel new athlete endorsement opportunities.

Gray Media Services (GMS) is optimistic that its new joint venture with Life Arena Sports Management (LASM) will help kick more third-party athlete endorsement goals.

The deal involves forging links between players, new sponsors and target markets via coordinated public relations and marketing campaigns.

GMS’ client base includes the Brisbane Broncos, Pfizer, Australian Private Hospitals Association, Redpath Mining and the Federal Government.

LASM’s stable includes Broncos captain Sam Thaiday, North Queensland Cowboy Tariq Sims and South Sydney Rabbitoh Dave Taylor.

“Our goal is to increase our clients’ profiles in new and exciting markets to make them a more valuable and sellable commodity,” says GMS director Yasmine Gray (pictured).

“We will be aiming to dramatically expand their scope and reach in terms of potential endorsement arrangements. It turns the concept of brand and product endorsement on its head as, rather than finding a brand to fit the player, we will be building the player to fit a target brand.”

LASM is convinced the deal will add value to potential sponsor investments through professionally planned and executed communications campaigns.

“By making the player more valuable and relevant in the markets we target, we are not only creating a win for us but also a significant win for our sponsors,” says managing director Col Davis.

“Working with GMS also puts us in a position to leverage everything we can off all sponsorship and endorsement deals, with professional media strategies executed to accompany all of our commercial ventures.

“This approach puts us in a strong position as we are not only providing the talent, but we are also providing the vehicle to maximise a sponsor’s investment to ensure maximum cut through for all of our partners.”

Both companies intend to collaborate throughout 2012 and 2013 to bolster the profile of LASM’s National Rugby League athletes and diversifying the corporate focus to other sports.






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