Star athletes deserve corporate backing

Less than two years out from the Tokyo Olympics, a large group of South African medal contenders have already stuck up their hands, and while a record haul could be on the cards, athletes will need sufficient financial support if they are to reach their full potential at the quadrennial Games.

At the previous Games in Rio in 2016, the national squad raked in 10 medals, equalling the SA team’s performances at the 1920 and 1952 Olympics.

And considering the standards set across a variety of sports in the early build-up to the Tokyo spectacle, the national team are likely to be targeting another record return.

While Cameron van der Burgh has announced an end to his superb career, Chad le Clos has proved he should again be competitive in Tokyo in an attempt to add to his four career Olympic medals.

Equally promising in the pool is 21-year-old breaststroke specialist Tatjana Schoenmaker, and though she tends to race far less than most of her elite peers, Schoenmaker’s rapid improvement suggests she could fill the massive gap left by Van der Burgh.

In track and field, there are question marks hanging over the country’s top two athletes, with Caster Semenya facing a potential ban due to new international gender rules and Wayde van Niekerk attempting to bounce back from a serious knee injury.

Should they both be on the start lines in Tokyo, however, both athletes are likely to target multiple medals.

In addition, the likes of Luvo Manyonga, Ruswahl Samaai, Akani Simbine and a handful of rising young stars could all be in the mix, along with the powerful SA men’s 4x100m relay team.

In other codes, U-23 cross country world champion Alan @wesbotton Hatherly has proved he has the potential to shine on the mountain bike course, while elite rowers Kirsten McCann and Nicole van Wyk have formed a formidable partnership in the women’s lightweight double sculls boat.

Road cyclist Louis Meintjes will need to recover from a poor season if he is to give himself an opportunity, but Ashleigh Moolman-Pasio’s consistency on the global circuit is likely to elevate her among the potential favourites.

Triathletes Henri Schoeman and Richard Murray will also be confident of chasing medals, and while other squads in team codes are likely to be satisfied with Olympic qualification, the Blitzboks will again aim for a podium spot.

Despite showcasing their potential, however, many of South Africa’s best medal prospects are still desperate for support.

Le Clos is a strong enough brand in himself to attract lucrative corporate backing, but Schoenmaker will also need sponsors in order to focus on her preparation for the Games.

Similarly, while Van Niekerk, Semenya, Manyonga and Simbine have been able to attract financial support, the likes of Samaai and the relay athletes will also need enough backing if they are to achieve their goals.

Athletics and swimming have been the nation’s best Olympic codes in terms of results since readmission, yet individuals seemingly need to step on the podium at the Games before they’re deemed worthy of the support they require to maintain such high standards of performance.

Olympic sports in South Africa retain their lowly places in the sponsorship market, with rugby, football and cricket maintaining a monopoly, and while that issue will take heaps of work to overcome, corporates might do well to attach themselves to individual athletes and teams who show potential.

The leverage gained by backing a former Olympic medallist may be significant, but it pales in comparison to the return received from an athlete who is already attached to a brand when they reach the start line.

Sport federations, largely run by amateur volunteers, are risky organisations to support, but professional athletes are far safer bets.

Hopefully big brands will see that in time to give the country’s best medal prospects the boost they deserve.