Sport Sponsors' surprising reaction to Simone Biles' exit

05:45  30 july  2021
05:45  30 july  2021 Source:   wwos.nine.com.au

Emoji for Biles - Lorenz may wear rainbow bandage - Kaiser Naruhito receives Bach

 Emoji for Biles - Lorenz may wear rainbow bandage - Kaiser Naruhito receives Bach Olympic Splitter from Thursday © Getty Images The goat also adorns her suit: Simone Biles. +++ Request: Lorenz wears colorful +++ Germany's hockey captain Nike Lorenz may carry a rainbow bandage in Tokyo, as the DOSB announced on Thursday. The IOC would have agreed to the appropriate application by which the 24-year-old wants to set a sign of sexual diversity. Thus, Lorenz will present the rainbow colors on the neck on Sunday in the opening game against Great Britain.

a close up of Simone Biles in a blue shirt: Simone Biles of Team US reacts during the Women's Team Final © Getty Simone Biles of Team US reacts during the Women's Team Final

Simone Biles' sponsors, including Athleta and Visa, are lauding her decision to put her mental health first and withdraw from the gymnastics team competition during the Olympics.

It's the latest example of sponsors praising athletes who are increasingly open about mental health issues. Tennis star Naomi Osaka found widespread support when she withdrew from the French Open earlier this year.

Biles could still compete in other gymnastic events during the Olympics. She also has a solid history of gymnastic accomplishments, including four gold medals and a bronze medal at the 2016 Olympics. She has earned five more all-around titles in world championships since 2013. That earns the 24-year-old a lasting athletic legacy that sponsors can capitalise on.

"Health does not endanger": Biles explains their competition abort

 under tears explains Simone Biles their competition demolition in the Team Finals of Arts Tunes at the Olympics in Tokyo. © Provided by sport1.de "Health does not endanger": Biles explains your competition abort under tears has declared record world champion Simone Biles your competition demolition in the teamfinals of art gymnastics in the Olympics in Tokyo.


"We are past the time when athletes like Simone are valued simply for their athletic prowess," said Jim Andrews, founder of A-Mark Partnership Strategies. "She has earned a place in gymnastics history, and has proven herself to be an amazing spokesperson and influencer who has much to offer brands even without competing and eventually in retirement."

Biles split with longtime sponsor Nike in April to sign with Athleta, the athletic clothing arm of Gap. Biles' deal with Athleta also includes sponsorship of the Gold Over America victory tour later this year, which will star her as well as other USA Gymnastics team members.

At the time, Biles said she signed with Athleta over Nike because she wanted to be aligned with a brand more reflective of her values.

Hamann condemns Bile's retreat

 Hamann condemns Bile's retreat Dietmar Hamann practices criticism of the retreat of Star Turner Simone Biles at the Olympic Games. Her behavior is disrespectful to their teammates. © Provided by sport1.de Hamann condemns Biles withdrawal The exit of US superstar Simone Biles in the Multicapal Final of the Turners at the Olympics has now even called Dietmar Hamann on the plan. The former football professional described the retreat of 24-year-olds on Twitter as disrespectful.

Gallery: Olympic stars then and now (Espresso)

To qualify for the Olympics is a feat all on its own, but to actually win a medal—or in the case of the following Olympians, multiple medals—is an accomplishment very few athletes can lay claim to.

"I feel like they work very closely with women and girls and letting them have a voice and kind of breaking those beauty standards," Biles said in May.

Simone Biles et al. wearing costumes: The United States team with their silver medals on the podium, Jordan Chiles, Simone Biles, Grace. McCallum and Sunisa Lee © Getty The United States team with their silver medals on the podium, Jordan Chiles, Simone Biles, Grace. McCallum and Sunisa Lee

Biles launched her first ad campaign with Athleta in June, including a video that showcases the people that have supported her through her rise to superstardom.

Athleta put out a statement in support of Biles after her withdrawal in Tokyo.

"We stand by Simone and support her well-being both in and out of competition," Athleta said. "Being the best also means knowing how to take care of yourself. We are inspired by her leadership today and are behind her every step of the way."

Visa put out a similar statement, calling her decision "incredibly brave." Nabisco said Biles is an "inspiration to us all." Core Power, a protein shake maker, said Biles is "showing us all that her courage and strength extend well beyond the mat."

From out of Biles' shadow, America discovers a new star

  From out of Biles' shadow, America discovers a new star America has a new darling of gymnastics. Her name is Sunisa Lee, she is 18 years old and she is the new all-around Olympic champion. Lee is a teenager from the twin city of St Pauls in Minnesota. She is a member of the Hmong community, the first to represent America at the Olympics.The Hmongs are associated with a dark chapter in American history.Under the Nixon administration, the CIA recruited the ethnic group to help wage its Secret War in Laos. When the Americans bugged out, they left the Hmongs behind and initially refused to grant them asylum.Eventually, Lee's father John got to the States.

Dropping support of Biles would hurt a brand more than it would help, said David Carter, sports business professor at the University of Southern California, and founder of marketing consultancy Sports Business Group.

"Given the fluidity and high-profile nature of the situation, as well as the sensitivities associated with her reasoning behind withdrawing, sponsors must be very careful not to be perceived as cutting and running," he said. "Doing so would not only draw the ire of many consumers who staunchly support Biles, but also future athletes contemplating marketing relationships with any brands deemed tone deaf to the circumstances involved."

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Biles says she will 'forever cherish' her challenging Tokyo Olympics .
Simone Biles says she will always "cherish this unique Olympic experience" despite her time in Tokyo being derailed by a psychological condition known as 'the twisties'. "I'll forever cherish this unique olympic experience. Thanks everyone for the endless love and support."I'm truly grateful - leaving Tokyo with 2 more Olympic medals to add to my collection isn't too shabby! 7 time Olympic medalist."The 24-year-old's pursuit of five gold medals to equal the women's record of nine was all but ended when she baulked in mid-air on her opening vault in the team competition, as the 'twisties' struck.

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