Sports stars beginning to cash in on celebrity status

THE amount of money which can be made by Irish sports personalities is rising fast, as the commercialisation of sport increases. Reports this week that triple Olympic gold medallist, Michelle Smith, was asking for £20,000 for an appearance in Lisburn, and had refused an offer of millions for the film rights to her life story, are indicative of this trend.

The reports have been disputed by Ms Smith's manager, Kathy Stapleton, but are not misleading about the amounts of money that can be made by an athlete of Michelle Smith's stature.

While major players like Mark McCormack represent sports celebrities in the international arena, the management of sports stars is also an increasing business domestically. In Dublin, a number of public relations firms have established special sections dealing with sports management, winning a percentage of any deals they organise for players, teams or organisations. A British firm which specialises in sports management set up a sister company in Dublin just three months ago.

Dublin based specialists find it difficult to estimate the fees which could be charged by an athlete of the status of Michelle Smith.

"We haven't had an equivalent athlete here before, someone who has gone to the Olympic games and won so many medals," said JP McDowell, of Drury Communications.

The figures of between £9,500 and £20,000 mentioned in relation to Ms Smith opening a leisure centre in Lisburn, seem high to him.

"I don't know if a company could get value for that. It would be way beyond what companies would expect to pay.

Jerry Kelly, of Pro Active Sports Management (Ireland), has a similar view:

"It would be on the higher side alright but you have to remember that this is the first person we have had in Ireland who's won three golds and a bronze."

Prior to this the sports figure who could command the most money in Ireland was Jack Charlton. At the peak of his fame the former Irish soccer team manager could ask for around £5,000 for a single appearance.

The amount a celebrity can charge for an appearance or an endorsement, is limited by the relatively small size of Ireland and the market here.

The sports management section of Drury Communications manages sports events and teams more than sports individuals. It manages the Irish soccer team's interests "off the pitch" and the Irish Olympic team's sponsorship interests. It is also involved in golf and equestrian events.

Pro Active Sports Management is an independent company which opened a Dublin office three months ago. It has a sister company, also called Pro Active Sports Management, in Manchester.

Former GAA and soccer professional, Kevin Moran; former Manchester United and Danish international, Jesper Olsen; players' agent, Paul Stretford; former rugby player and athlete, Johnny Fortune; as well as Mr Kelly, are directors of the Irish company.

Mr Kelly and Mr Fortune work in the Dublin office. The others directors are based in Manchester.

As well as being involved with the Irish rugby team, Pro Active Sports Management (Ireland) represents Dublin footballer and UCD soccer player, Jason Sherlock; swimmer, Nick O'Hare; rugby players, Niall Hogan and Niall Woods; and a number of other Gaelic stars.

"Everyone in the higher levels of sport has the potential to earn some money, says Jerry Kelly. "The commercial value of GAA players is growing in line with the commercialisation of the sport."

Jack Charlton's personality made him popular on the corporate after dinner speech circuit. "Michelle Smith would be equally as good. She is very eloquent," Mr Kelly added.

Pro Active Sports Management is planning to stage major sports events as part of its operations. "We are in discussion with a number of parties at the moment," is all Jerry Kelly would say, when questioned about this.

Asked if it could be, for example, a soccer match between two major European clubs, all he would say was; "that sort of thing".

Nor would he say what sports grounds they might be in discussion with. "You'd never know what you might tie down."

As sports management becomes big business, deals are clearly as closely guarded as they are on the stockmarket.