Negative Publicity for Athletics

If Romain Mesnil was looking for publicity then he certainly got it. The question, however, is whether it is of the right kind.

Google Mesnil's name and you're likely to be directed to a link that contains the words "naked pole vaulter". And, in case you're fretting: don't worry, all the vital bits are covered up (so it is safe to click on them from work).

The story is that last October Mesnil was informed by Nike that his sponsorship wasn't going to be renewed. With the economic situation being what it is and injury having hampered his bid at the Olympics, Mesnil was unable to find a replacement.

So he decided to be a bit creative and recorded a video of him running through the streets of Paris stark naked which he subsequently uploaded on the internet, with the reason being precisely that of attracting attention to him in the hope that this would result in new sponsorship deals.

Now, it is my belief that athletics lags behind most other sports as far as marketing itself is concerned so anyone coming up with a novel way of promoting the sport would normally get my vote.

Yet I have a real problem with Mesnil's approach which is effectively a very basic form of self prostitution. I realise that this will make me sound like a prude but, if that's the case, then so be it.

The thing is that I refuse to believe that the only way that a former silver medalist at the World Championships has to undress in order to get a sponsorship deal.

Above all, what is the message that comes out of all this? Is it that athletics is a fun sport that sponsors would like to be associated with or one where the athletes are willing to do almost anything for money?

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