‘WE EVEN SOLD BARRY’S X-RAYS TO THE DAILY MAIL’

MAR­KET­ING SHEENE Be­hind ev­ery great mo­tor­cy­cle racer is a great PR man. An­drew Mar­riott was Barry Sheene’s PR man and was re­spon­si­ble for bag­ging his man big money and some big head­lines Con­tin­ued over

Motorcycle News (UK) - - Features - By Stu­art Barker MCN CONTRIBUTOR

Few celebri­ties have been less in need of a mar­ket­ing man than Barry Sheene. His nat­u­ral flair for public­ity, his ir­re­sistible charm and his canny way of work­ing the me­dia to his own ad­van­tage meant there was lit­tle need for out­side help. But from 1975 right through to the end of his ca­reer in 1984, Sheene hired An­drew Mar­riott to be his mar­ket­ing and pro­mo­tions man. It was a PR mar­riage made in heaven.

MCN tracked down the ef­fer­ves­cent Mar­riott to find out what made Sheene ev­ery PR mogul’s dream.

MCN: When did you first get in­volved with Barry?

An­drew Mar­riott: Back in 1975 be­cause I was one of the found­ing di­rec­tors of a sports mar­ket­ing com­pany called CSS Pro­mo­tions Ltd. We man­aged var­i­ous peo­ple in­clud­ing Stir­ling Moss, Mike Hail­wood and James Hunt.

James was great friends with Barry so he rec­om­mended us and I im­me­di­ately got on well with Barry, so it all worked out nicely.

It was great in 1976 be­cause they were both world champions that year – Hunt in F1 and Barry on the 500. We man­aged to do deals with Tex­aco and other com­pa­nies for them both. We were re­spon­si­ble for most of the spon­sors on Barry’s bike – and we sorted the Akai deal out when he moved to Yamaha in 1980 too.

We also did the Faberge deal, which was ob­vi­ously fa­mous for the Brut 33 tele­vi­sion ad­verts that Barry did with Henry Cooper. Barry al­ways man­aged the sport­ing side of things so we didn’t get in­volved in his con­tracts with Suzuki or any of that side. He did that him­self be­cause he was a bloody good ne­go­tia­tor.

‘Even when he was badly hurt he was right on it, think­ing of all the ways to make a buck’

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