Expert Speaker – Mr. Kalem Mauvious, Founder Crescendo Athlete Management
On December 5th, 2023, participants engaged in a thought-provoking conference on “Corporate Reputation Applied to Sports Personalities” led by Mr. Kalem Mauvious as part of the PILLAI/FIFA/CIES International Programme in Sports Management. Mr. Mauvious, Founder of Crescendo Management, a Paris-based consulting firm specializing in advising elite athletes on marketing, sponsorship, and communication, shared insights garnered from managing the reputations of globally recognized sports figures. Notable clients include French sports luminaries such as Rudy Gobert (Basketball), Dika Mem (Handball), and Yannick Borel (Fencing).
During the session, Mr. Mauvious emphasized brand-building strategies aimed at fortifying the reputational capital of sports personalities, covering sustainable narratives, brand content, and corporate social responsibility (CSR). Drawing from real-life examples, he highlighted the pivotal role of effective communication in managing crises and shaping public perception. He underscored the significance of understanding media dynamics, citing the USA’s free press environment as instrumental in shaping sports stardom and reputational capital, with references to Michael Jordan’s enduring brand legacy.
Through case studies involving figures like Zinedine Zidane, Nicolas Anelka, and Paul Pogba, Mr. Mauvious illustrated the consequences of mishandled communication on athletes’ careers, while also showcasing success stories such as LeBron James, whose strategic communication management transformed both his athletic and entrepreneurial pursuits.
A key distinction between image and reputation was elucidated, with “image” defined as the perception of a person at a specific moment, contrasted against the importance of consistent image cultivation for reputation building. Furthermore, Mr. Mauvious highlighted the role of CSR initiatives in bolstering athletes’ resilience during crises.
Participants were encouraged to stay proactive if they ever get a chance to manage the public image of an athlete, with Mr. Mauvious emphasizing the need to stay ahead of news and issues, as falling behind could lead to irreversible damage. The session proved to be engaging and insightful, with students captivated by the rich anecdotes and practical lessons drawn from the lives of sporting icons.
