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The now-retired 2017 100m World Champion has revealed how beating Usain Bolt in 2017 boosted his appearance fees for the remainder of that season.
Former American sprinter Justin Gatlin has shared insights on how his earnings and bonuses soared after his memorable victory over Usain Bolt in the 100m final at the 2017 World Athletics Championships.
Gatlin, who had been striving for years to dethrone Bolt, finally succeeded in London, marking a significant moment in his career and boosting his financial standing.
Gatlin's triumph over Bolt was not just a personal victory but also a step towards redeeming his reputation after serving a four-year ban for doping in 2006.
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Despite winning numerous medals and accolades upon his return to elite competition, Gatlin's appearance fees had never matched those of Bolt, who dominated the sprinting world from 2008 to 2016.
On his Ready-Set-Go podcast, Gatlin speculated about the substantial appearance fees Bolt commanded during his peak years. “When Bolt was at his best, he was demanding a quarter of a million dollars just to show up,” Gatlin said.
Gatlin then explained how his victory at the World Championships dramatically improved his earning potential.
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“It can go up 100 percent. Our sport is a ‘what-have-you-done-for-me-lately’ sport. Becoming the World or Olympic champion is better for you to cash in immediately,” he noted.
He elaborated on how winning a major title can lead to lucrative opportunities in the subsequent months.
“So once you leave the Olympics, you have another quarter or half of a season to go, and that is when you can be able to attract those high-quality fees when it comes to money, and it is kind of your victory lap.
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“You can go and get a bag of 100,000 USD (per meet) at the end of that cycle in 2017, but in 2018, you have to show that you are fit enough, but that credential is always about next year."
Gatlin highlighted the importance of staying competitive to maintain high appearance fees.
“You could say you were an Olympic champion in 2016, but I am World Champion in 2017 and we are negotiating in 2018. Now we start negotiating. You have that trump card to say, ‘I am faster, I am sharper, I am more ready to go.’”
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While the likes of Christian Coleman and Fred Kerley have gone through early outdoor season blues, Lyles has started on fire, and the American sprint legend has given the reasons.
The former sprinter also reflected on the nature of appearance fees and how they fluctuate based on recent performances.
“Depending on the race and how that Olympic victory unfolded. Let’s say Marcell Jacobs. He probably went from getting no appearance fee before the Olympics, to now getting loads of fees the next season,” he said.
“Every meet is like a negotiation. There is never like a 100 percent flat rate that this part can say, ‘I am trying to get this much, you taking me on’. You and your team can say that this is my rate, but if you do not meet my quota, do not ask me to come. But it is negotiable from meet to meet.”
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Gatlin’s insights shed light on the financial dynamics of track and field, highlighting how pivotal moments on the track can significantly impact an athlete’s earnings and opportunities.
His victory over Bolt not only marked a personal achievement but also a substantial financial uplift, reinforcing the competitive and commercial aspects of professional athletics.
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