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Endorsements aren't just a cricketer's game any more,any yeast problem

Leading the list is Badminton player Sania Nehwal whose annual brand validation deals could make many toprank cricketers envious, If we leave the aside the Tendulkars and Dhoni. It is learnt that Nehwal today after her stunning win at the finals of the earth games last year commands between Rs 75 lakh and Rs 1 crore for a yearlong contract. Many cricketers specifically Yuvraj Singh, Gautam Gambhir or Virat Kohli would claim those same rate, properly less.

as well Nehwal, one more names that have caught the brand manager's fancy are that of boxer Vijender Singh and wrestler Sushil Kumar, Though their rates are probably not at par with that of Nehwal's. Ashwini Ponnappa, Jwala Gutta (tennis players), or even less popular ones such as Mamta Prabhu have also signed a few endorsement deals.

Public Sector companies or large B2B companies have always patronised the winners of international sports such as the Olympics or the Asian Games. surprisingly, What has changed now is that large consumeroriented companies have opened their doors for these players.

One reason media observers attribute to this change is the necessity to break the clutter. There is an excessive amount of cricket happening in the ad world, Which created the fatigue factor amongst consumers. Any new face brings in a kind of freshness and helps the brand surpass.

The annual cricket seminar, Indian recognized League (IPL) Is also accountable for this shift. holds of IPL teams often use the team's players in its ads, And it often conflicts with the brands the consumer player endorses. like, A cricketer might endorse Nike in his person capacity, But Reebok tends to be the sponsor for its IPL team. This will cause confusion amongst consumers.

Indranil Das Blah, Chief driving officer, KWAN excitement and Marketing Solutions, utters, "Investment michael kors outlet online in a noncricket sportsperson isn't huge, Thus heading downward the financial risk. a great, It is seen as a viable option,

One reason why a brand manager prefers one game over the other is the duration of its calendar.

instance, Shooting or boxing will not even have two or two events in a year when the entire country watches it together, Whereas cricket is played across the year. ordinary scenario, It becomes difficult to retain the buzz all through the year, Around the squad of these sports. This is where the professional talent management companies have played an important role to maintain the popularity of these noncricketing sports stars.

within the, the subsequent lineup of two major sports events last year the Commonwealth Games, Followed by the Asian Games helped keep these sports persons in news for almost a year together.

additionally, Many brands used these sports stars just after the win, when the buzz around them was maximum, Only to receive dumped them later. This trend is definetly changing now. alleges, Hakimuddin Habibulla, Olympian (Swimmer) And sports nfl jerseys china specialist, "The endeavour of talent management firms is to make these athletes larger than life, to keep up their visibility all through the year, And to ensure they don't fade from the media,

heating up liquids, Boxer Vijender Singh seems to have learnt the trick of maintaining visibility, And thus preserving the buzz, because of his managers. He is seen month in month out across television shows, And at events and partners. If the boxer claimed Rs 25 lakh for an annual contract just after the Bejing Olympics, He now charges Rs 35 lakh for the same.

Media also has played a great role in helping these sports stars. They have derived inspirational stories around these sports stars and made them a topic of debate in drawing rooms a phenomenon which was earlier restricted solely to cricket. "Brand managers have appropriately linked these stories to their brands, says Abhijit Avasthi, NCD, Ogilvy.

It's just the beginning. there could be more to be done. Many believe that existing talent management firms are more like brokers who want to make money; Real talent leaders is zilch. actually, These managers need to add value in the individual's life, however visible the sport is. All pages of the Website are subject to our agreements and privacy policy. you must not reproduce, imitate, repeat, promot, Resell or exploit any material on the website for any commercial purposes.

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