Usain Bolt: sports businessman- Gary Matalon, CEO, KLE Group

 

Is the business dependent upon Usain’s success on the track?

Usain’s success as a global superstar has been already established and the statistics are there to support that. He has already achieved what few have ever been able to in the way of his athletic accomplishments as well as his exposure, popularity and just overall celebrity. To say that his performance on the track is not a factor would be inaccurate however, Tracks and Records is about the best of brand Jamaica and Usain Bolt is without question one of the best Jamaica has ever produced. The strength of this along with the unparalleled customer experience makes the Tracks and Records brand sustainable over the long term.

What is Usain’s role in the business? How involved does he get?

Usain’s role is primarily that of an athlete. His job on the track takes precedence over everything. Having said that, he is a huge fan of a good time as well. He loves his food and music and certainly has a good idea of how he wants to spend his leisure time. His role in the business focuses on the value proposition. His input on everything from menu items to décor all help to make our products larger than life. The fact is that he himself is no ordinary human being and therefore a place that bears his name can be nothing less than extraordinary. We like to call it the Usain factor.

Could you have done this without Usain?

Brand Jamaica has long had tremendous equity globally. The idea to utilize the global star power of Jamaica’s top talents certainly gives us major mileage with respect to our exposure. Although not impossible, it’s unlikely we would get the level of exposure that we get as a result of the Usain association. He is undoubtedly one of the world’s top celebrities and, with his personality and charisma, gives the Tracks and Records brand an enormous boost.

What advice would you give to other organisations who think that a link into sport may help their business?

The business of sport is a mulit-billion dollar industry. The power of sport is a worthwhile focus for many as we’ve seen through things such as athlete earnings, television broadcasting, advertising, R&D, merchandising and brand value to name a few. Tying sports and business together allows companies to leverage already captive audiences. You must ensure however that your business can stand on the strength of your concept and not only on that of an athlete or a sport.

Might you include more sportsmen at some point?

Absolutely. With a brand that is as timeless as brand Jamaica, there will be many opportunities in the future to feature different superstars along the way. The Tracks and Records brand will also feature our top reggae artists as well.

If you expand globally might you partner with sports people from the locations to which you go?

Although we will definitely adapt elements of our model to the markets we enter, certain brand specifics will have to remain in order to maintain the integrity of Tracks and Records. Given that the core of our concept was developed around brand Jamaica, it may not be relevant to utilize sports people from other locations to brand Tracks and Records.

Gary Matalon’s

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