It’s advantage girls. Stellar, aggressive performances by Indian women athletes at the Tokyo Olympics — from badminton to hockey to weightlifting to boxing — are set to launch new stars for brands looking for young achievers, industry executives said.For established athletes like badminton champion PV Sindhu, brand market value has already escalated. The new names, who haven’t yet had the backing of any endorsements or support from India Inc., are emerging into the brand associations spotlight.A day after her bronze medal win in a match she dominated, Sindhu’s endorsement fee has nearly doubled to Rs 4-4.5 crore per brand. Sindhu’s talent management company Baseline Ventures has also been approached by the United Nations for a global association, details of which are being discussed, said an executive aware of the development.The 26-year-old shuttler currently endorses 10 brands including Visa, Stayfree and Google. “Sindhu embodies consistency and handling pressure situations, which will surely catapult her market value manifold,” said Baseline Ventures managing director Tuhin Mishra.‘Digital Associations on Cards’Rani Rampal, who led the Indian women’s hockey team that made the semi-final for the first time ever early Monday morning, trended all day on social media. Rampal and teammates such as Savita Punia and Gurjit Kaur have suddenly become household names, executives said.“These performances are being noticed by brands, for appearances and commercial engagements,” said Neerav Tomar, managing director of IOS Sports & Entertainment, which represents Rampal. “For some, we expect regional associations. We understand that only a few of the players will get recognition, but it’s a start. If they return with a medal, then the brand interest would escalate even more.”Rampal used to practise with a broken hockey stick because her family couldn’t afford to buy one.“We are interested in associations with the young achievers who have proved themselves at the Olympics. They represent a new dynamic for young India, and we are exploring both regular endorsements and digital associations,” said Mayank Shah, senior category head at biscuits and confectionery maker Parle Products. The company is among the contributors to Olympic Gold Quest, a foundation that promotes sports. Shah declined to mention specific athletes Parle was considering, stating that talks are in the early stages.Diagnostics startup Healthians announced free health screening for all Olympic participants from India for four years, apart from 10 years of free health checkup packages for medal winners.“India needs more sportspeople to put us on the world map with mega wins and participate in international sporting events such as Olympics,” said former cricketer Yuvraj Singh, an investor in the company.Others such as boxer Lovlina Borgohain and weightlifter Mirabai Chanu, who have already won medals, are on the radar of brands as well. Domino’s signed a digital association deal with Chanu after she won a silver medal, while another four-five deals are being discussed, said her representatives.Early Bets Pay Off“We believe in the power of women in sport and have consistently invested in them, ensuring that the athletes are equipped with the right gear for training. Two such women athletes whose talent we spotted early on are Mirabai and Lovlina,” said Sunil Gupta, senior director, Adidas India.Brands that had bet on athletes prior to the games, such as Visa, Thums Up and Adidas, are reaping the benefits. Global card payment brand Visa, which signed Sindhu and launched ‘a million cheers’ campaign on television and digital platforms including YouTube and social media, is escalating its campaign centered on her as a Team Visa athlete.Borgohain, Chanu and Sindhu are already supported by sportswear and footwear maker Adidas.
from Economic Times https://ift.tt/3jdzv96
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