Athletics: Andre De Grasse is felt

Photo: Fred Chartrand, The canadian Press
Of Fat will again be able to compete with Usain Bolt at the world athletics Championships, in London.

Suddenly, Canadians were again of interest for athletics. We can say that it is ” the effect of Andre De Grasse “.

This is due to the relaxed way in which he ran in the olympic Games of Rio de Janeiro — who smiles on the runway of the biggest stage in sports ? —, his candor when he says without embarrassment want to dethrone Usain Bolt and his rapid rise on the international stage, the sprinter’s 22 years of Markham in Ontario has handed over the athletics in the spotlight.

“Andre transcends the track, pointed out Mathieu Gentès, the chief operating officer of Athletics Canada, who is busy fine-tuning a partnership that will make Grasse an ambassador for the sport. It has an impact which I’ve never been witness, both with children and adults. “

The young Canadian will be under the spotlight from Friday, in London, where it will be played in the world Championships in athletics. This is the last time that Fat can be measured at Bolt : the holder of 11 titles at the World championships indicated that he was going to retire after this competition. Tickets are scarce : already 660 000 have been sold.

Of Fat will start its World with the waves of qualification to the 100 m on Friday. The final is scheduled for Saturday. The voltage will be sure to slice with a knife and the crowd, deafening. But Fat is at the top of his form when the attention is turned towards him. He has proved by winning a silver medal and two bronze in the last OLYMPICS. Her smile to Bolt in the semi-final of the 200 metres will remain one of the great moments of these Games.

The effect Of Fat has also been felt in the last canadian Championships, which have attracted the largest crowd in their history. In a survey of spectators on site, Athletics Canada, has discovered that many of them would have been willing to pay more for a reserved space near the finish line.

“We had people who were waiting two to three hours before he jumps on the track to be certain to have a good place, said Gentès. People responded : “Increase the price. We don’t care. We just want reserved seats.” Several have told us that it was their first visit to a track and field meet. Guess who has lured them there ? “

A huge potential

After a third place in the 100 m World 2015, Of Fat turned pro, signing the most lucrative agreement for a first contract : 11.25 million US $in addition to the bonuses with Puma.

In its list of 50 athletes the best marketing potential from 2017, the magazine SportsPro Media has placed Fat in the 23rd row, two rows in front of the Formula 1 driver Lewis Hamilton. Milos Raonic and Eugenie Bouchard come in the 31st and 47th rows. The golfer Brooke Henderson is 32nd. The heavyweight boxer british Anthony Joshua is first, followed by the basketball player Stephen Curry.

Of Fat is the most important feature of athletics in Canada for Donovan Bailey. Or the most important, point.

“I would say that the attraction exerted Donovan was not even close to the one exerted by Andre, for his part, believed the coach to Grasse, Stuart McMillan. Especially to children. Maybe because Donovan was a little bit older : in 1996 [when he won gold at the Atlanta Games], he was already 28 years old. “

Brian Levine, manager marketing of Grasse, to the toronto-based company Envision Sports and Entertainment, said of the young rider he is easy to sell to its customers. While most olympic athletes say yes to a lot more offers than they refuse, it is quite the contrary to Fat.

It is still too early, note Gentès, to say if the popularity Of Fat has led to an increase in enrollments in the track clubs in the country. This kind of data could not be verified before another year, according to him. But he stresses that the effect is felt on the social networks of the federation, whose numbers have exploded since Rio, as well as the online store of Athletics Canada, which has seen its sales triple in one year.