Georges St. Pierre manager talks about the GSP brand

Georges St. Pierre’s manager, Shari Spencer recently spoke about the future and direction of GSP’s brand.

In her two part interview with Tapology.com, she addressed GSP’s Octagon future (Part I) and the past, present and future of the GSP brand (Part II).

Via Tapology.com:

While most fighters–and their management teams–would be more than satisfied with a sponsorship package as prestigious as St-Pierre’s, Spencer said she is constantly working to push her client into new marketing spaces. In effect, she is turning GSP into a brand unto itself. Asked what she had planned for the immediate future, Spencer revealed their move into the world of fitness instruction and fitness equipment.

Spencer stated that GSP shot still photos for Under Armour and Gatorade is planning a commercial for GSP in 2011. She also spoke about GSP’s new sponsor, Mission Skin Care, a skincare product developed for and by athletes.

Even though she concedes that Brock Lesnar is the king of UFC PPV buys, Spencer’s goal is to have GSP surpass Lesnar.

Civil and even-handed in her delivery, Spencer understands the prestigious position Lesnar occupies as the undisputed king of the mainstream MMA market, but, as she hinted, the gloves are officially off in this battle. Some fans and analysts might balk at the prospect of a French Canadian welterweight topping an American heavyweight superstar as a top draw and crossover figure; then again, few could have predicted St-Pierre’s position alongside Tiger Woods and Michael Jordan in the Gatorade stable of athletes.

Payout Perspective:

It is clear that Spencer drives the GSP brand and the goal is to garner GSP mainstream appeal.  Through Spencer’s help, GSP has been more visible in the media.  In September, the NY Times wrote a Style section piece on GSP and his trip to Fashion Week. Spencer alluded to his recent trip to the Philippines where he was overwhelmed by the Filipino response.  He is also willing to do self-deprecating humor. 

Unlike Lesnar, GSP is willing to market himself and try new things in an effort to expand his brand. Does this equate into bigger PPV numbers than Lesnar? Only time will tell. The Lesnar draw may decrease since he was soundly defeated by Cain Velasquez. But, a third fight with Frank Mir may reinvigorate interest.

For, GSP, only a fight with Anderson Silva could draw the type of PPV buys that could surpass Lesnar. But can he sustain that level of interest?

I believe Spencer downplays the influence Chuck Liddell has with the mainstream media. Liddell has been on the cover of ESPN, was a contestant on Dancing with the Stars, played in the World Series of Poker, and made a cameo in the HBO series Entourage as well as various other appearances. I would consider Liddell as the UFC’s first crossover star.

But, I believe Spencer is handling GSP’s brand differently. It seems like they are being more strategic in the brands he associates his name with to protect his image.