MMA clothing brand Hayabusa announced Thursday that it has signed Georges St. Pierre to a multi-year sponsorship deal. GSP will promote the brand’s Pro Training Series fight gear and Tokushu glove series.
Via press release:
Hayabusa has a long history of working with elite MMA fighters and has just partnered with Welterweight Champion Georges ‘Rush’ St-Pierre. St-Pierre is a consummate professional and an excellent role model for aspiring Mixed Martial Artists. Hayabusa feels St-Pierre compliments the brand very well, “Georges brings dignity, professionalism, honor and respect to the sport of MMA and we are excited to have him as the newest member of the Hayabusa team.”
Payout Perspective:
An interesting time to sign GSP but Hayabusa is a brand that looks for long term relationships. The bigger question is what about GSP’s sponsorship deals with Under Armour and Affliction. It appears that the Hayabusa deal may be for equipment only although GSP is pictured in a gi. It looks like GSP’s management team is looking to capitalize on the GSP brand with MMA companies as opposed to pursuing mainstream brands. However, it could be that the mainstream brands are not looking at GSP right now considering he’s out of action until later this year.
His injury has certainly done major damage to his brand. GSP’s management is clearly trying to keep the income streams flowing by going long term. I believe there is a dearth of sponsorship offers for him now as no company wants a sidelined superstar in any sport.
Any such contract will certainly have future performance requirements, injury fee exclusions, as well as a variety of options for the sponsor to exercise depending on sales performance and other unforeseen events. GSP needs to get back in the cage asap. Any sponsored athlete out there must maintain a high quality public profile which supports the sponsor, or that athlete is toast.
It is good to see that GSP is still able to bring home the bacon. Even though his injury has put a toll on his cash flow, it is great to see companies are still willing to work with him. But when he comes back, everything will be back to normal.
GSP’s brand is doing fine–and the multi-year deal with Hayabusa is an obvious indicator.
Where else could I read that an ahlete’s brand is in trouble after an article announcing a mulit-year sponsorship deal?
GSP’s PR tour in Japan was a sponsor’s dream. Here was GSP training with children, telling fans who want to get into MMA to put school first. Then showing him receive a hero’s welcome and his 3rd dan at the Kyokushin Karate school in Japan. Meeting the mayor of Saitama and receiving a cuddly stuffed animal.
This is the kind of athlete that adverstisers want–and for long-term relationshiips.
GSP’s brand is somewhat dependent upon him being the champ. As long as he is injured–he will remain the champ. While it is true that when he becomes more active, he might lure some more mainstream sponsors, it is also true that he currently is still the hottest and most trustworthy marketing commodity in MMA.