The life Dina Asher-Smith has lived for the past 22 years is about to change forever. From winning the European 100 metres title and becoming the fastest woman on the planet this year, she is now odds-on to make history, with two further gold medals up for grabs in the coming days.
That she will become the darling of British athletics seems inevitable – she is the natural heir to Jessica Ennis-Hill’s crown.
Expectation will grow, publicity will increase and marketing experts are already talking about seven-figure sponsorship sums.
Fame and fortune comes at a price, though, and David Alexander, managing director of sports PR consultancy Calacus, says Asher-Smith must be careful not to take her eye off the ball.
“She will have to be prepared for personal appearances, interviews and photoshoots, and being available for a raft of television shows, while at the same time ensuring her training is not affected,” he says.