Australian Olympic breakdancer Raygun is poised to earn millions from her newfound fame, a marketing expert says.
Rachael Gunn, 36, was catapulted into international stardom after she failed to score a point when breaking made its debut as an Olympic sport in Paris on Friday.
The controversial performance featured kangaroo hopping, slithering like a snake and even using the iconic Aussie ‘sprinkler’ move.
The dance has sparked heated debate as critics question how she qualified to perform.
However others including Prime Minister Anthony Albanese and Australia’s Olympic chief Anna Meares, have rushed to her defence, who epitomises the Aussie spirit of ‘having a go’.
Despite her polarising status, the Macquarie University lecturer, who holds a PhD in her sport, is undeniably the centre of attention, a factor that is likely to lead to lucrative endorsement deals.
Marketing and public relations expert Max Markson said although she remains a contentious figure on her home soil, some of the world’s biggest international companies will be eager to capitalise on her high profile.
‘She has an enormous brand,’ he told Daily Mail Australia.
Dr Rachael Gunn (pictured) has become an internet sensation after her disastrous performance at the Paris Olympics
‘Her reputation in Australia isn’t that great, but she is famous across the world.
‘I don’t think everyone else in other countries is conscious of how Australians feel about her.
‘I think Australian marketers will be avoiding her for that reason, but there will be somebody in this country who will go for it.
‘She will get international offers from sports shoe brands, like Adidas or Puma, food companies like McDonald’s or KFC, electric cars like BYD, and she will get a phone company like Telstra or Optus or Vodafone.
‘There will be other international companies that want her as well.’
Mr Markson said new stars normally sign contracts with three to five companies.
Mr Markson said the going cost for an endorsement deal for American brands such as McDonald’s or KFC is about $500,000.
If Raygun scores five contracts at that price point, she would be on track to make $2.5million.
Mr Markson said her financial opportunities will be wider than big brand marketing too.
‘She has a PHD, she has a genuine background, so she will also get speaking engagements. She also has an appeal for kids,’ he said.
‘People will also want her for TV, there will be a TV gig for her in the next six months.’
The Australian breaker did not score any points in her three matches
Her original moves, such as the one above which has been dubbed the ‘kangaroo’, have caused a stir online
Over the past four days, a firestorm of memes has erupted on social media as Gunn, who scored the opportunity to compete in the sport’s Olympics debut after winning the Oceania championships, was mercilessly mocked online.
Critics have questioned whether Gunn’s selection for the Olympics deprived other more talented Australian breakdancers from competing, while others have speculated over whether the performance was a deliberate prank.
British popstar Adele even weighed in, pausing during her concert in Munich to urge fans to watch the clips of Gunn, which she described as the ‘funniest thing ever’.
However, she has also won a legion of fans who have praised her courage and confidence for competing against women more than half her age, with her Instagram following skyrocketing from 4,000 to more than 84,000 over the past four days.
While she is yet to publicly address her performance, Raygun has since shared a post online saying ‘don’t be afraid to be different’ and was seen dancing in front of a cheering crowd ahead of the Paris closing ceremony.
The barrage of abuse prompted officials to put in measures to monitor her mental health.
Australian Olympic Team chef de mission Anna Meares rallied to spport Gunn, blaming criticism of her performance on ‘sexism’.
‘I love Rachael,’ Meares told reporters on Saturday.
‘What has occurred on social media with trolls and keyboard warriors, and taking those comments and giving them air time, has been really disappointing.
‘Raygun is an absolutely loved member of this Olympic team.
‘She has represented the Olympic team, the Olympic spirit, with great enthusiasm.
‘And I absolutely love her courage. I love her character and I feel very disappointed for her, that she has come under the attack that she has.’
Breakdancing has been dropped from the program for the 2028 Los Angeles Olympics, with no guarantee it will return at Brisbane in 2032 or beyond.
She took to social media shortly after and shared a cryptic message to her 4,000 followers
She was embraced by her fellow Olympians at the closing ceremony on Sunday
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