CASE: Tia Hellebaut - Talent representation

For outsiders, Tia Hellebaut seemed to have come from nowhere when she claimed the '06 European high jump gold medal with a jump of 2.03 (ranking her 4th in the world in 2006). The prior season, she had jumped 1.93 m (ranking her 32nd in the world). In the months following her European title, Golazo built a commercial structure around Tia. In addition to renewed contractual negotiations with current sports partner Asics, a portfolio of potentially ten industry partners was identified, one of which was to become the main partner.

That main partner, Pizza Hut, acquired the rights to use Tia in TV advertising as well as placing its logo on her competition outfit. A tailor-made activation program, including the rights to Tia's name and image, was designed for all the other new partners: Acerta, Atos Origin, Hoya Lens, Asics, Kia, Belgacom and the BOIC (Belgian Olympic Committee), some of which also acquired licensing and/or merchandising rights. For instance, based on its partnership with both Tia and the Memorial Van Damme, Belgacom developed a 'Tia mobile phone pack.'

The commercial potential involving Tia was further enhanced by direct communication through her website (www.tiahellebaut.be) and a number of specific events. On the website, Tia keeps a diary on a regular basis, along with exclusive picture specials and a forum.

One of the high-priority events for Tia in 2007 was the "Golden High Jump Gala", which was conceived by Golazo immediately after Tia's European gold medal performance. This indoor competition, presented by Pragha Khan, has become a truly unique high jump gala, featuring the world's top women's high jumpers. In the 2007 event, Tia improved her own Belgian indoor record and won the gala.

Besides developing a commercial structure around Tia, Golazo Sports also designed the management company "Tia Ltd", which provides Tia with accounting, reporting and financial advice.