Managing fame game

Swimming superstar Sun Yang is happy being managed by the sport's governing body in China — for now. Nurtured through the State-run system, the dual London Olympic champion accepts the authority's management of his career — including commercial affairs — but envisions a different path going forward. "I don't have my own professional agency team right now. But I am considering it," Sun told China Daily before a photo shoot for Esquire magazine recently.

"It's my wish and I hope I can discreetly realize it at the proper time. I've been in discussions with leaders of the center (China swimming's governing body — Aquatic Sports Administrative Center) about that.

"But swimming is not as professional as other sports like basketball and tennis. We still belong to the nation and can only be managed by the center. I'd love to push for changes, but it won't be easy," Sun said.

Sun's popularity skyrocketed after bagging two gold medals (in the 400m and 1,500m freestyle) in the London Olympics pool, and his marketing potential has soared as well, making him one of the most valuable sports faces in China, alongside hoops icon Yao Ming, champion hurdler Liu Xiang and tennis Grand Slam winner Li Na.

According to a Swimming World report, Sun's endorsement deals will reach about $20 million next year due to major contracts with Coca-Cola, sportswear brand 361 Degrees and dairy product manufacturer Yili.

At the Hupu International Sports Marketing Summit on Sunday, Sun was voted the most marketable sports star in China by 53 percent of the attendees.

However, a surge in requests from sponsors and media have affected Sun, who has his mother arrange his out-of-pool affairs.

"My mom represents me in talks with officials and enterprises. She takes care of everything out of the pool," Sun said.

Sometimes that arrangement has drawn controversy.

According to multiple sources, including sina.com and the Yangtse Evening News, Sun was alleged to have asked for the rescheduling of some preliminary races during the National University Games in Tianjin in September and also shunned the media.

Although the 20-year-old convened a press conference to dispute those claims, his image had been tarnished.

"A lot of things happened after the Olympics. And some things that didn't happen became fact. I've read some made-up stories and I've gotten used to that. I just try to take the positives out of it all," Sun said.

Sun appears in need of a professional PR crew, but the sport's governing body claims it remains his best agent.

"No one (agency) could provide what the system now offers Sun. Not only to develop his market value but also to support his training and logistics," said Yuan Haoran, director of the swimming department of the center. "The media gets too hyped about commercial developments. Nobody could help him to accomplish what he has so far without the support of the system. Our mode is to represent him with his parents, and so far it's been working well."

Yuan also said it was "futile" to compare Sun with Yao and Li as they opted out of the system to become full-time professional athletes.

Still, the public, by and large, remains unconvinced.

According to a poll on NetEase, 41 percent of the participants (1,008 voters) said "the center shouldn't represent Sun because it was unprofessional as an agency". Only 455 voters supported the current arrangement.

The authority's influence drew complaints from Sun when he was contracted to a beverage brand by the center's leaders without being told soon after he broke the 1,500m freestyle world record at last year's Worlds.

"The officials who took me to the event knew everything, but treated me like an idiot," Sun complained on his micro blog after the signing.

With the center allowing him more freedom now, Sun's tone has become more conciliatory.

"The current model is the most suitable one for me. I have my own rights while they (the center) also have their own calls. We talk on every decision and I have the final right of veto," he said.

As Sun's counterpart, Liu has earned total endorsement income of 1 billion yuan ($161 million) while being managed in a similar way by the athletics center, according to analysis by the China Brand Research Institute.

Sun shrugged off predictions he will surpass Liu's figures.

"I don't care how many brands I've endorsed or how much money I've earned. I only speak through my performance in the pool. Without that, everything will go away," said the Zhejiang native.