Australian Olympic break dancer Raygun is set to make millions from her newfound fame, a marketing expert claims.
Rachael Gunn, 36, shot to international stardom after failing to score a point when breaking made its Olympic debut in Paris on Friday.
The controversial performance included kangaroo hops, slithering like a snake and even using the iconic Australian “sprinkler” move.
The dance has sparked heated debate as critics question how she was qualified to perform.
However, others, including Prime Minister Anthony Albanese and Australian Olympic chief Anna Meares, have come to her defence, saying she embodies the Australian spirit of “going for it”.
Despite her polarising status, the Macquarie University professor, who has a PhD in her sport, is undeniably the centre of attention, a factor likely to lead to lucrative sponsorship deals.
Marketing and public relations expert Max Markson said that while he remains a controversial figure on home soil, some of the world’s biggest international companies will be keen to cash in on his high profile.
“He has a huge brand,” he told Daily Mail Australia.
Dr Rachael Gunn (pictured) has become an internet sensation following her disastrous performance at the Paris Olympics.
‘Her reputation in Australia is not very good, but she is famous all over the world.
‘I don’t think people in other countries are aware of how Australians feel about her.
‘I think Australian retailers will avoid it for that reason, but there will be someone in this country who will take advantage of it.
You will receive international offers from sports shoe brands such as Adidas or Puma, from food companies such as McDonald’s or KFC, from electric cars such as BYD, and you will get a telephone company such as Telstra, Optus or Vodafone.
“There will be other international companies that will also want it.”
Mr Markson said rising stars typically sign contracts with three to five companies.
Mr Markson said the current cost of a sponsorship deal for US brands such as McDonald’s or KFC is around $500,000.
If Raygun lands five contracts at that price, he would be on track to earn $2.5 million.
Mr Markson said his financial opportunities would also be broader than those in big-brand marketing.
“He has a PhD and genuine training, so he will also have speaking engagements. He also has an appeal for children,” he said.
‘People will also want her for television, there will be work for her on television in the next six months.’
The Australian breaker did not score a single point in her three matches
His original moves, like the one above, which has been dubbed “the kangaroo”, have caused a stir on the Internet.
Over the past four days, a meme storm has erupted on social media after Gunn, who earned the chance to compete in the sport’s Olympic debut after winning the Oceania championship, was mercilessly mocked online.
Critics have questioned whether Gunn’s selection for the Olympics deprived other, more talented Australian breakdancers of competing, while others have speculated whether the performance was a deliberate prank.
British pop star Adele also weighed in, pausing during her Munich concert to urge fans to watch clips of Gunn, which she described as “the funniest thing in the world.”
However, she has also gained a legion of fans who have praised her courage and confidence in competing against women more than half her age, and her Instagram follower count has skyrocketed from 4,000 to more than 84,000 in the past four days.
While he has yet to publicly comment on his performance, Raygun has shared a post online that reads: “Don’t be afraid to be different” and was seen dancing in front of a cheering crowd before the closing ceremony in Paris.
The wave of abuse prompted authorities to implement measures to monitor their mental health.
Australian Olympic team chef de mission Anna Meares rallied behind Gunn, blaming “sexism” for criticism of her performance.
“I love Rachael,” Meares told reporters Saturday.
‘What’s happened on social media with the trolls and the keyboard warriors, and taking those comments and giving them air time, has been really disappointing.
‘Raygun is an absolutely beloved member of this Olympic team.
‘She has represented the Olympic team, the Olympic spirit, with great enthusiasm.
“I love her bravery. I love her character and I feel very disappointed for her, for having been the target of the attacks that she has suffered.”
Breakdancing has been removed from the programme for the 2028 Los Angeles Olympics, with no guarantee it will return to Brisbane in 2032 or later.
Shortly after, she took to social media and shared a cryptic message for her 4,000 followers.
Her fellow Olympians hugged her at the closing ceremony on Sunday.
