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Mohammed Ben Sulayem, who became one of the best-paid sportsmen in the Arab world with the backing of global brand names, will tell the Dubai International Sports Conference today that he worked tirelessly for 20 years to keep his sponsors happy.
Sulayem, who won more international rallies and championships than any other driver in history, says that attracting a major sponsor is one thing, but making the relationship last requires much more than success in the sporting arena.
“There have been Arab sportsmen in my time who seemed to think that all they had to do to pay back their sponsor for their support was to wear their name on their shirt, their cap, or down the side of their car,” said the 14-times FIA Middle East rally champion.
“They took it all for granted once the contract had been signed, and did little or nothing else to give value for money, or to build a close relationship with the people who were paying for them to compete in their chosen sport.
“They were even surprised when the contract wasn’t renewed, but it was no surprise really,” added Sulayem, President of the Emirates Automobile and Touring Club. “I realised at the beginning of my career how important it was to work hard to forge a close relationship with my sponsors, and in fact I always saw them as my partners.”
Sulayem is among a celebrated line-up speakers addressing young sports stars at the two-day Dubai International Sports Conference taking place at Madinat Jumeirah which ends today.
Michel Platini, chairman of the European Football Federation, will talk about UEFA’s strategy, as well as his experiences as a top international star for France, and club sides including Juventus, where he played for five years and won most of his career honours.
Sulayem, who enjoyed the backing of major sponsors such as Philip Morris and Ford throughout his 20-year rallying career, said: “Around 10 years ago I was earning more than a million dollars from rallying, more than any other Arab sportsman at the time as far as I’m aware. Of course, I won a lot of rallies and 14 Middle East titles, and the exposure my success brought for my sponsors was a big return on their investment.
“But rallying took me around the world, introduced me to heads of state, politicians, celebrities and many other wonderful, normal people, and helped me make many friends. It gave me experiences that I will never forget, and helped develop my character, and increased my education in many ways that school or university couldn’t have.”
“It was my sponsors who made that possible, so how could I just turn up wearing their name or logo on my rally overalls and think that was enough to justify their support.
“I became friends with my sponsors. I set out to give them a lot more than they might have expected, not just the basic benefits that were written into the contract.
“I’d call them regularly to ask if there was any new way I could help them, and always do my best to represent them in the best way, either at one of their events or receptions, or while travelling or competing.”
