Brand Bolt: which brands could fit with sprinter Usain Bolt?

We reported today about sprinter Usain Bolt looking for sponsorship opportunities to build his “brand”. He currently has partnerships with Puma, Digicel and Gatorade and his new image management team claims it is talking to many more companies about signing up the runner.

So what is Usain Bolt’s brand? I’ve been trying to work out which sponsorships would make sense fo him. He doesn’t have a massively high profile in Europe, where he is seeking these deals, so what type of firm would choose to use him?

1. Sports related. As a winning sportsman, Bolt clearly has potential for a sports brand. But with Puma and Gatorade already on board, this may squeeze out further sporting businesses from participating too much in helping Bolt build his brand.

2. Speed related. As the Olympic record holder for sprinting, speed is a natural fit for Bolt. So any business wishing to emphasise its speed might do well to use him. Delivery companies (FedEx or UPS?) could capitalise on this in marketing, as could mobile communications firms.

3. Performance. As a world record holder, Bolt is at the top of his game. Just as management consultants signed up golfer Tiger Woods to represent excellence, this is somewhere that a non-sporting brand could choose to use Bolt.

4. Caribbean-focused or influenced brands. Since Bolt is a proud Jamaican, brands aiming to highlight their regional character might do well to sign him up as a good ambassador for the region, painting it in a positive light through his high achievements and seemingly down-to-earth, hardworking nature.

5. Olympics. As an Olympics world record holder, those companies wishing to associate themselves in a subtle way with the event or the ethos behind the Games could sign up Bolt.

6. Food/drink. Any kind of food or drink that can be seen as part of a reasonably healthy diet would fit well. If Bolt himself is a particular fan of any particular foodstuff, this would obviously be a stronger link. Just as Kellogg’s signed up Michael Phelps after his Olympic victories, Bolt could find a sponsor among the food brands hoping to present themselves as “fuel”.

Any ideas on the type of brands you think Bolt could associate himself with? What wouldn’t be a good fit? Any more leftfield ideas than the usual sports, foods or telecoms examples?