Zara and Mike Tindall risked sparking a public backlash after it emerged they have cashed in on the coronavirus crisis by agreeing to act as global ambassadors for a ‘digital health passport’ app launched by a British tech company.
The royal couple, who already have a string of lucrative contracts that have brought in more than £1.1million, stand to make £200,000 from the latest deal with VST Enterprises, branding experts told FEMAIL.
The Manchester-based cyber security firm is behind the V-Health Passport, an app which is designed to store results of COVID-19 tests taken by users so that their status can be rapidly scanned and checked. The company has been ‘in talks’ with the Government and sporting bodies over becoming an accredited supplier.
VST Enterprises (VSTE) was founded in 2009 by Manchester-based musician-turned-tech entrepreneur Louis-James Davis and his wife Nicole. Social media photos reveal the couple have met the Tindalls, who live on Princess Anne’s estate in Gloucestershire, on several occasions over the last six months.
Despite the practical applications and viability of the V-Health Passport remaining unclear, Mike and Zara have still signed up to promote the company at sporting events around the world.
One brand expert noted the couple, who already have deals with big name brands including Rolex and Land Rover, might have seized upon the opportunity because they would have had paid work opportunities cancelled due to COVID-19.
Mike and Zara are working with VST Entreprises amid the coronavirus pandemic to promote digital health passports (pictured, with CEO and former rocker Louis-James Davis and his wife Nicole in November last year)
Zara and Mike’s payday! How the couple have built a fortune through lucrative brand partnerships
LAND ROVER: UP TO £200K
Zara Phillips during the world premiere of the all-new Land Rover Discovery in Birmingham in 2016. Her partnership with the brand is rumoured to be worth up to £200K a year
Zara became an official ambassador for the brand in 2006, strengthening the brand’s already impeccable royal connections.
The Queen is thought to have had no fewer than 30 Land Rovers, while they’re also driven by all of the Queen’s children and most of her grandchildren – as well as the Duchess of Cambridge’s family.
ICANDY PUSHCHAIR: £100K PLUS
Earlier this week Zara Tindall was unveiled as a new ambassador for iCandy prams’ £1,500 ‘all-terrain’ buggy, the latest in a long line of lucrative sponsorship deals
In 2018 Zara was named brand ambassador for the pushchair brand as it launches its £1,500 ‘all-terrain’ buggy in partnership with Land Rover.
She and baby Lena, along with the family Labrador, starred in a new video capturing the juxtaposition of Zara’s world as a mother alongside her world as an athlete.
Richard Thompson, CEO of M&C Saatchi Merlin, told Femail: ‘They should pay a lot for live content. This feels a little left field and judging by the cost of the pram could be big six figures. She should have been paid a lot for this.’
MAGIC MILLIONS: £125K
Zara was announced as the first Magic Millions Racing Women Ambassador in 2012. She now travels to Surfers Paradise in Queensland every year for the Gold Coast Yearling Sale. Pictured, Zara and Mike at the Magic Millions Raceday in January
Zara was announced as the first Magic Millions Racing Women Ambassador in 2012.
She now travels to Surfers Paradise in Queensland every year for the Gold Coast Yearling Sale, seven days of auctions which culminate in a major race meeting where all contenders are horses bought at previous Magic Millions auctions.
‘This is an ongoing partnership that sees Zara attend events every year to present gifts to the winners,’ Mischa Jolin, Managing Director of Influencer, PR and Branding agency, Edencancan told Femail in a previous interview.
‘She is an integral part of the brand which empowers women within the equestrian field. I would anticipate this partnership is worth circa £125k per year.’
MUSTO: £500K
Zara has been a brand ambassador for Musto for almost a decade and has her own capsule collection with the brand, and her deal is rumoured to be worth £500 to £800K a year
Zara has been a brand ambassador for Musto for almost a decade and has her own capsule collection with the brand.
‘This is often cited as one of the most lucrative deals Zara bagged with it rumoured to be worth around £800k per year,’ Mischa said.
CALLEJA JEWELLERY: £80K
The mother-of-two has her own range The Zara Phillips Collection by Calleija with the Australian jewellery brand, rumoured to be worth £80K, plus royalties. Pictured: Zara at the launch of her collection in London in 2015
The Zara Phillips Collection by Calleija is a range of equestrian inspired pieces of fine jewellery with an exclusive price tag.
For example, a ‘saddle ring’ she’s designed for the Australian brand costs around £7,000 and Zara will receive royalties from sales.
‘This partnership appears to be a bit of a passion project, as Zara was very much involved in the design of the luxe jewellery,’ Mischa said. ‘She is also featured as the model of the campaign. I would anticipate this having netted her closer to £80k.’
ROLEX: £100K
Zara has been a Rolex Testimonee, as the luxury watch brand calls its ambassadors, since 2006 and is regularly seen with its expensive timepieces on her wrist. Pictured: Wearing a Rolex watch at a polo match in Berkshire in July 2018
Zara has been a Rolex Testimonee, as the luxury watch brand calls its ambassadors, since 2006 and is regularly seen with its expensive timepieces on her wrist.
‘The luxury watch brand sponsors equestrian events and Zara is their first choice to front this sector,’ Mischa said.
‘I would imagine she gets circa £100k a year to do this, not to mention some amazing watches which are worth over £5k each.’
Claire explained: ‘Mike and Zara Tindall are the perfect choice to be celebrity ambassadors for this technology.
‘Their untarnished reputations, general likability and superb sporting performances alongside the royal connection means they are a solid, trustworthy option.’
‘VST Enterprises could be the much needed solution to kickstart sporting events again following the immediate and potentially disastrous ban, caused by Covid-19.’
‘Professional sportspeople, managers, event organisers and fans will be delighted to hear of plans to launch a new digital health passport which, it is hoped, will allow events to once again take place, albeit in a controlled, socially distanced and safe manner.’
‘Whilst celebrity ambassadors can earn from £30,000 to millions depending on their celebrity status and the brand they’re representing, I’d expect the Tindalls to earn in the region of £200,000 for their part in promoting this new technology.’
Meanwhile Neil added: ‘This partnership with VSTE allows them to align themselves with a business at the cutting edge of tech innovation, working towards bringing sports back in a safe and responsible way.
‘It is a great opportunity for them to lend their voices – from the safety of their own home – to a project that, if successful, will be seen as a triumph for British sport.’
Founder of VSTE Enterprise, Louis-James Davis, has shared a host of snaps alongside Mike on his Instagram page over the last six months, having apparently met the rugby ace on a multitude of occasions.
The entrepenuer appears to have met the rugby-ace for the first time in July 2019, when he shared a snap with Mike and posted: ‘Great meeting with Former England Captain and 2003 Rubgy World Cup Winner Mike Tindall MBE, talking about involvement with #VSTEnterprises.’
A photograph shared in November 2019 shows Louis-James with his wife Nicole beaming with their arms around Mike and Zara in a friendly pose.
Mother-of-two Zara is also a brand ambassador for Rolex, Land Rover and Musto, and has her own jewellery range with Australian brand Cajella, and experts estimate they could be worth a combined £1.1M or more a year.
Zara, who has inherited her mother the Princess Royal’s rather imperious independence, has pressed ahead with any number of lucrative deals over the years and is seen by envious fellow royals as being well on the way to being wealthy in her own right.
Mischa Joslin, Managing Director of Influencer, PR and Branding agency, Edencancan previously Femail: ”Zara Tindall provides a unique way for brands to tap into the Royal reputation without the restraints and restrictions that would apply to working with a member who is closer to the throne.’
It was reported in 2015 that Prince Andrew’s daughters, princesses Beatrice and Eugenie — who are Zara’s first cousins — have watched her commercial prominence and rising wealth knowing that, for them, this is forbidden territory.
‘They see Zara as the royal cousin with real privilege, not themselves,’ said a friend of Beatrice. They would probably not think this if they weren’t forced to live hybrid lives as Royal Highnesses who are seldom actually invited to do anything royal.’
Mike and Zara’s latest business venture: Digital Health Passports
WHO ARE VSTE ENTERPRISES?
The Manchester based cyber security company which was founded by tech ‘power couple’ Louis-James Davis and his wife Nicole in 2012.
Formerly a professional musician on an international stage, Louis-James retired from rock in 2009 after an illness took him away from mainstream performance.
The company was started by former professional musician Louis -James Davies and his wife Nicole
He turned his passion for technology into entrepreneurial momentum, and has developed a scannable code that’s making strides in the fight against counterfeit, fraud and money laundering.
The digital passport requires users to be tested for Covid-19 and their results uploaded to an app, which can then be scanned to authenticate a person’s status as positive or negative. It also includes a countdown timer to highlight when a user needs another test.
The digital health passport works in conjunction with a Government approved Covid-19 testing kit to authenticate a persons heath status after taking the test.
The technology, which is GDPR and data compliant, gives a traffic light system to confirm test positive (Red) test negative (Green) and a countdown timer to the next test (Amber).
CEO and founder of the company Louis-James Davis hopes the digital passport will be the key to unlocking sport amid the coronavirus pandemic
The brand are currently in talks with governing bodies to use the health passport to help resume sporting fixtures and events.
The Premier League is also among those considering using the technology ahead of the return of professional football in June.
Now, with sports only considering returning behind closed doors, developers of the app are focusing on trying to get sporting organisations on board so players and staff can stay safe.
Away from sport, VSTE have held talks with Government officials and inventor Louis-James Davis believes his technology is more secure than the NHS’s coronavirus contact-tracing app, which has been trialled in the Isle of Wight.
HOW WILL MIKE AND ZARA BE REPRESENTING THEM?
The royals will represent the firm in rugby, horse racing, equestrian, golf and luxury lifestyle brands, with Mike explaining: ‘I think everyone from across the sporting world would be delighted if this technology could help get sports teams back to their respective competition leagues and complete their seasons.’
Zara revealed: ‘I think the potential of this technology is really interesting and has so many uses across the horse racing and equestrian worlds from horse passports and bloodstock sales to tickets for the horse racing season.’
Meanwhile Mike explained: ‘The work that VSTE are doing with health passports to help get UK sports teams back into professional competition is a great idea. ‘
In September 2018, the equestrian was named brand ambassador for iCandy pushchairs, as it launched its £1,500 ‘all-terrain’ buggy in partnership with Land Rover.
She and baby Lena, along with the family Labrador, starred in a video capturing the juxtaposition of Zara’s world as a mother alongside her world as an athlete.
Zara became an official ambassador for the brand in 2006, strengthening the brand’s already impeccable royal connections.
The Queen is thought to have had no fewer than 30 Land Rovers, while they’re also driven by all of the Queen’s children and most of her grandchildren – as well as the Duchess of Cambridge’s family.
Zara, who inherited her mother Princess Anne’s imperious independence, has a series of brand deals including Land Rover and Musto
She became the first person to be given the keys to a Range Rover Evoque in 2011 and has presented a women’s scholarship, for training in engineering, sponsored by the firm. And every year they sponsor her equestrian competitions.
Richard Thompson estimated that Zara’s deal with the brand could be worth up to £200K, including free products.
The royal is also the first Magic Millions Racing Women Ambassador, having been announced as working with the brand in 2012.
Zara Tindall and her husband Mike at the Magic Millions Raceday in Gold Coast, Australia in January 2017. The Queen’s granddaughter receives an estimated £125K a year as brand ambassador
She now travels to Surfers Paradise in Queensland every year for the Gold Coast Yearling Sale, seven days of auctions which culminate in a major race meeting where all contenders are horses bought at previous Magic Millions auctions.
Zara has been a brand ambassador for Musto for almost a decade and has her own capsule collection with the brand.
The royal has also been a Rolex Testimonee, as the luxury watch brand calls its ambassadors, since 2006 and is regularly seen with its expensive timepieces on her wrist.