[vc_row][vc_column][vc_column_text]It seems that not only is Bruce Jenner a conservative, he also has a mind for business. The savvy former Olympian stands to net a significant profit from his high-profile “transformation” to “Caitlyn Jenner.” Beyond TV specials and book deals, Jenner has also secured himself a lasting legacy with LGBT crusaders.
However, it seems it all started with a negotiated media package that guaranteed him an award.[/vc_column_text][banner300 banner=”5517620b381df”][vc_column_text]When Bruce Jenner declared that he would identify as a woman, his TV interview with Diane Sawyer on 20/20 was a pop culture hit. From the rabidly partisan to the mildly curious, millions of Americans watched the interview.
According to sources, however, the interview was park of a negotiated, packaged deal to secure him the ESPY Arthur Ashe Courage Award from ESPN. Both ABC and ESPN are owned by Disney. 20/20 is on ABC and the ESPY awards are put on by ESPN.
According to the Daily Mail, Jenner’s PR team approached Disney as they were finalizing the deal for the 20/20 interview- a surefire ratings hit.
The report states that the team secured a guarantee of Jenner winning the ESPY award in exchange for media plugs for the upcoming interview.
‘It was a brilliant move because the executives at ESPN loved the idea, and immediately began making sure it got done,’ a source familiar with the negotiations told RadarOnline.
The talks hit a stumbling block, and Jenner’s agents were reportedly prepared to pull out of the interview with Sawyer.
‘It was ironed out, and ABC owns one of the biggest stories of the year.’
The build up to Jenner accepting the award will be featured in her upcoming reality show, “I am Cait”, generating a great deal of publicity for both ESPN and the awards.
However, there is some dispute as to the timeline of the negotiations.
The Sawyer interview took place in April, and ESPYs producer Maura Mandt has told Sports Illustrated that the final decision was not reached until May after consultation with the Ashe Foundation.
ESPN has come under fire on social media for choosing Jenner for the prestigious award, with some claiming there are more worthy recipients.
One name that surfaced was the late Lauren Hill, the former Division III women’s college basketball player. She raised $1.5 million for cancer research before succumbing to the disease.
Is an award really an award when it has been arranged as part of a lucrative agreement?
In a day and age where Barack Obama, Al Gore and Jimmy Carter have all won Nobel Prizes, it seems clear that high-profile awards are no longer legitimate celebrations of achievement, but propagandized events designed to highlight preferred political and media narratives.
It’s a shame; the Arthur Ashe award was wrestled from the hands of those who truly deserved it in order to promote the vanity of a man in a dress.[/vc_column_text][/vc_column][/vc_row]