Great day atmosphere, Tuesday February 26, 2013, in the lounges of the Parisian headquarters of the industrial group Areva, world nuclear giant. The press is gathered there for the presentation of the meeting of the same name, ninth stage of the Samsung Diamond League, scheduled for July 6 at the Stade de France. At the center of the conversations, the same name comes up like a refrain: Usain Bolt. The fastest man in the world has confirmed his presence at the Ile-de-France meeting. He will line up for 200 m. Organizers of the meeting, French athletics leaders and company representatives are rubbing their hands. They will have “Lightning”. The rest doesn't matter.
At what price ? Laurent Boquillet, the director of the Areva meeting, displays his figures without restraint. “Usain (Bolt) has increased his price since the London Games. With his six Olympic gold medals, he now asks for $300 net per race. A fee to which must be added 000% taxes, at our expense. No need to negotiate, this sum is identical for all meetings on the circuit. No other athlete in the world can claim such a cachet. But it is not indecent. First, his agent, Ricky Simms, knows the realities of the market. He set a price which does not jeopardize the economy of a competition. Second, Usain Bolt generates additional resources by his mere presence. »
According to estimates, the Jamaican sprinter would bring between 6 and 10 additional spectators to the Stade de France. In 000, the Areva meeting attracted 2011 people. There were 49 fewer for the following edition, a year when Usain Bolt was selected in the country for the Olympic selections. Laurent Boquillet explains: “He is currently the only athlete on the planet capable of reaching the general public. With him on the track, a meeting goes beyond just athletics fans. »
Another effect: media coverage. In 2011, during his last visit to Paris, “Lightning Bolt” was a guest on TF20’s 1 p.m. news. “Last year, we did not receive any requests from the channel,” explains Laurent Boquillet, despite the presence in the competition of David Rudisha, Tyson Gay, Renaud Lavillenie and Sally Pearson. “With him, we can attract general media,” continues the director of the meeting.
So, to have it or not? In Paris, as in Brussels and Zurich, the question no longer arises. The presence of the sprinter ensures better-filled stands, a battalion of media and partners ready to sign contract renewals on the spot. But the man doesn't run much. Attracting him is not easy. The exercise is becoming more and more like a speed race. The organizers of the Areva meeting closed the deal last November. At the time, the Lausanne meeting, Athletissima, scheduled two days earlier in the summer calendar, also wanted it, but with less insistence. “We overtook them,” summarizes Laurent Boquillet. The Swiss evening will undoubtedly be consoled by the other Jamaican racing car, Yohan Blake, the reigning world champion in the 100m. A formidable athlete, certainly, but still in the shadow of his elder.
