jozeph
20 Jan 2007, 00:50
Phones, beer, media, jewellery and cricket
LEITH FORREST ADELAIDE (CONFIDENTIAL)
January 20, 2007 12:10am
Article from: The Advertiser
SOUTH Australian Redbacks captain Darren "Boof" Lehmann is starting to combine his stellar on-field career with lucrative off-field earnings.
Welcome to Boof Inc.
As well as being a professional sportsman, Lehmann has eight other key commercial interests.
He lists 3 Mobile, SA Brewing, Channel 9, Fiveaa, Inside Cricket magazine, Pure Envy Jewellery, The Advertiser and acting as a South Australian Ambassador to India in his portfolio.
The 36-year-old veteran of 27 Tests and 279 State games even has trademarked for commercial purposes his nickname of "Boof".
Lehmann, perhaps understandably, is cagey about the extent of his earnings outside cricket, saying only: "I earn substantially more from that (commercial interests) than I do from playing cricket".
It is estimated Lehmann last year earned $144,500 from cricket.
While Lehmann "loves the work" he's doing with the other companies, his new role as State Ambassador he finds most rewarding.
"It (India) is the biggest market in the world - they say it's the next China," he said.
"Whether it's water, education, wine, I open the doors for businesses. In India, they know Darren Lehmann, they don't know Mike Rann, for example.
"Promoting our state is bloody great . . I love the state I live in and getting people here is fantastic."
Businesses are turning to Lehmann as their frontman because of his credibility and everyday appeal.
SA Brewing company regional director Mark Haysman said Lehmann was "instantly recognisable". "(He is) uniquely South Australian - he's done the hard yards and he's done really well," he said. "He has enormous local credibility and he's someone the everyday punter can relate to."
University of SA media commentator Dr Nigel Starck said Lehmann's marketability stemmed from his image as "just a good bloke".
"There's no elitism. He has that quality of being genuine. That's what makes him so marketable," he said.
Lehmann is nonplussed by the interest in his image, saying he is "just a normal Aussie bloke" - albeit with "a lot of rough edges".
"I can communicate with everyone, from the elite business person to the average bloke in the street," Lehmann said. "It's how I'm known around the world. Instead of saying Darren Lehmann, everyone says Boof instead." Lehmann said he wanted to evolve his interests, spend more time with his family and "wait and see what comes up in terms of future business".
Good to see Boof profiting from the great name he made whilst plundering bowlers around the world.
LEITH FORREST ADELAIDE (CONFIDENTIAL)
January 20, 2007 12:10am
Article from: The Advertiser
SOUTH Australian Redbacks captain Darren "Boof" Lehmann is starting to combine his stellar on-field career with lucrative off-field earnings.
Welcome to Boof Inc.
As well as being a professional sportsman, Lehmann has eight other key commercial interests.
He lists 3 Mobile, SA Brewing, Channel 9, Fiveaa, Inside Cricket magazine, Pure Envy Jewellery, The Advertiser and acting as a South Australian Ambassador to India in his portfolio.
The 36-year-old veteran of 27 Tests and 279 State games even has trademarked for commercial purposes his nickname of "Boof".
Lehmann, perhaps understandably, is cagey about the extent of his earnings outside cricket, saying only: "I earn substantially more from that (commercial interests) than I do from playing cricket".
It is estimated Lehmann last year earned $144,500 from cricket.
While Lehmann "loves the work" he's doing with the other companies, his new role as State Ambassador he finds most rewarding.
"It (India) is the biggest market in the world - they say it's the next China," he said.
"Whether it's water, education, wine, I open the doors for businesses. In India, they know Darren Lehmann, they don't know Mike Rann, for example.
"Promoting our state is bloody great . . I love the state I live in and getting people here is fantastic."
Businesses are turning to Lehmann as their frontman because of his credibility and everyday appeal.
SA Brewing company regional director Mark Haysman said Lehmann was "instantly recognisable". "(He is) uniquely South Australian - he's done the hard yards and he's done really well," he said. "He has enormous local credibility and he's someone the everyday punter can relate to."
University of SA media commentator Dr Nigel Starck said Lehmann's marketability stemmed from his image as "just a good bloke".
"There's no elitism. He has that quality of being genuine. That's what makes him so marketable," he said.
Lehmann is nonplussed by the interest in his image, saying he is "just a normal Aussie bloke" - albeit with "a lot of rough edges".
"I can communicate with everyone, from the elite business person to the average bloke in the street," Lehmann said. "It's how I'm known around the world. Instead of saying Darren Lehmann, everyone says Boof instead." Lehmann said he wanted to evolve his interests, spend more time with his family and "wait and see what comes up in terms of future business".
Good to see Boof profiting from the great name he made whilst plundering bowlers around the world.