At this time, nobody is likely to question, much less shrug off, all the accolades, gifts, and cash being showered on the medalists in the recent Tokyo Olympics. The conversations around this subject center on the hard work and training getting to the podium and the support (or lack thereof) from the public and private sector. In general, many just want to bask in the reflected glory of these new entrants in the country’s celebrity club.
It has even become an issue on who has the right to offer congratulations, as if the vicarious titillation of victory needs to be earned. Should former red taggers also join the reception line? (Lower your eyebrow please.)
Maybe, it’s the shared gloom of the lockdowns and frustration over the pandemic that made the playing of our national anthem with a compatriot on the podium so uplifting for the country’s spirit. Would the jubilation be as pronounced in more normal times when all are caught up in the busy hustle of life?
It is the unique bestowal of attention on these postponed games, when nothing else but rising numbers of a second wave seemed to earn anybody’s interest, that might have raised the value of unexpected wins. And the cash awards, especially for the early gold winner just three days into the games, seemed to have turned into a contest of generosity among the local moguls.
So, the remaining events and competitors became more closely watched with pressure building not just for more medals, but even a few more golds.
Winning world contests for the country, while not frequent, has occurred often enough. There were beauty contests with the first Miss Universe from the Philippines oddly having the same surname as the first and, so far only, Olympic gold medalist. There were also sports winners of world events in chess, bowling, billiards, and, yes, professional boxing.
The “fuss factor” over the Tokyo medalists seemed unprecedented. Or are we just forgetful of reactions to those other winners? But for sure, any cash awards for previous non-Olympic winners were limited to the ones given by the contest itself. There was no rush to throw money into the pot.
The accompanying narratives for the new medalists have been about poverty. Contests like fencing or equestrian sports would probably not yield such a storyline. But weightlifting and boxing somehow lend themselves to stories of struggle and perseverance in small towns. And after the podium finishes, the rags-to-riches tale is complete.
What happens next to these new celebrities?
The publicly announced haul of cash, free air miles, condo units, and assorted benefits like free insurance are sure to require a new type of coach for the successful athletes. How do they fend off the line of newly discovered relatives and friends wanting a share of the loot? The weight of sudden fame and wealth can be a heavy lift too. Are murmurings of disappointment (and envy) far behind? (She has forgotten her roots.)
What about decisions like celebrity endorsements? Is acceptance of a furnished condo unit for free justification enough to promote the celebrity’s endorsement of the company’s projects? Yes, the sports celebrity, like the movie or TV star, needs a manager to sort this out. She had coaches for diet, training and strength-building, and mental health. Now she needs a business coach to make sure the cash and celebrity value are properly managed.
Celebrity status is not easily attained, even with an efficient PR machinery. Politicians who are “thinking of running for the highest post” understand this. But winning in the recent games quickly bestowed instant fame. Perhaps, the obligatory face mask can give some privacy to the newly famous. But the not-so-socially-distanced entourage that now accompanies the celebrity can be a dead giveaway to the crowd. Can a selfie with the celebrity be far behind? And then the barely whispered comment — she’s so short!
The loneliness of training to compete in a sport, and the anonymity that comes with it, has for the new celebrity been quickly replaced by the frenzy of media interviews, reception at the airport, swarming fans, and a hectic schedule.
Isn’t coping with success anyway a good problem to have? It only requires new training and perseverance in handling demands. The mind shifts from “Yes, I can” to “Let me think about it.”
Tony Samson is Chairman and CEO of TOUCH xda
