What happened to sprinter Ben Johnson, one the world’s most infamous athletic dopers? It may have taken thirty years, but he’s back in the public eye fronting a campaign for sports brand Skins.
In 1988, Johnson’s revelations were a scandal. But now in a connected world, more and more sports stars are being caught for – and hauled up on – their misdemeanours. It’s a paradox: the amount of cash spent on sports sponsorship continues to rise in time with the risks of betting big on an athlete who is capable of slipping up.
In this new film, The Drum explores the evolution of sports sponsorship with interviews from the likes of footballer and sports lawyer Eniola Aluko and Skins’ chairman Jaimie Fuller, as well as Johnson himself.
The documentary also explores the changing nature of a sports influencer, and asks if high-profile vloggers pose a real alternative to expensive deals with world-famous talent and the likes of fallen stars such as Lance Armstrong, Tiger Woods and Ryan Lochte.
Read more about sports marketing on The Drum's dedicated hub, and watch more original documentaries on the new wave of marketing and media here.