Companies making beeline to sign Sindhu for endorsements

August 26, 2016

Hyderabad, Aug 26: Companies are queuing up to sign Rio Olympics silver medalist P V Sindhu for endorsements, but the ace badminton player's brand management firm wants to go slow as it wants her brand valuation to rise further.sindhu

The silver medal at Rio Olympics has pushed Sindhu's brand value many times and the badminton star is expected to announce a couple of endorsement deals soon.

Ramakrishnan R, co-founder and director of Baseline Ventures managing Sindhu's brand marketing, said though the endorsements were signed before Olympics, they did not want to announce them due to hectic schedule of the city-based badminton players for the preparation for the event.

"They are major endorsements at the national level. There have been couple of brand signed before Olympics. We could not announce them because of the Olympics preparation. So, we did not want to promote her more before Olympics. We may be announcing them during the second week of September," Ramakrishnan told PTI.

Baseline, the sports marketing company, also manages another badminton player Srikanth.

Sindhu became the first Indian woman athlete to grab an Olympic silver in the just-concluded event when she lost a close final clash against world No.1 Carolina Marin of Spain.

Harish Bijoor, an expert in brand and business strategy, said post Olympics, Sindhu's brand value has gone up to Rs 2 crore which was fuelled by the cash awards given by various state governments.

"Two or three things have happened post Olympics. One is the cash awards she got by various state governments. Now all these add to the dimension of brand value of Sindhu.

Because the moment a state government gives you Rs 5 crore, it means that the brand value goes much higher," Bijoor said.

"There are people (government and organisations) may be looking at offering money to Sindhu which are substantially larger. So all of a sudden Sindhu's brand value jumps to Rs 2 crore (post Olympics) from under Rs 20 lakh to Rs 30 lakh (per Olympics)," he said.

Soon after her win in Olympics, Telangana government felicitated Sindhu with Rs 5 crore cash and a residential plot in Hyderabad. The Andhra government led by Chief Minister N Chandrababu Naidu presented her a cash award worth Rs 3 crore.

The AAP government in Delhi has also announced Rs 2 crore for the star badminton player, while public sector oil company BPCL has announced Rs 75 lakh cash. Various organisations have also announced different cash incentives to the player.

Bijoor further said unlike other sporting events, the win in Olympics will remain fresh in people's memory for more time and Sindhu will enjoy her brand image at the current levels till then.

"We are pouring with requests for endorsements by Sindhu. That is not what we think would be credible and grand association. We want to last long. Building brand takes years. So want to start slowly and add value to Sindhu which is very important. And also Sindhu is excited to work with us. Our intention is the brand valuation of Sindhu to go up," he further said.

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May 1,2020

Melbourne, May 1: Reclaiming the top spot in Test cricket has brought smiles back on their faces but Australia coach Justin Langer says beating India in their own den remains the ultimate test and their numero uno status will be put to test when they clash with the Virat Kohli-led team.

After a tumultuous transition phase post the ball-tampering scandal, Australia on Friday displaced India as number one side in Test format but Langer is aware that it does not take long for the situation to change.

"We recognise how fluid these rankings are, but at this time it was certainly nice to put a smile on our faces," Langer told Cricket Australia website. "We've got lots of work to do to get to be the team that we want to be, but hopefully over the last couple of years not only have we performed well on the field, but also off the field," Langer added.

The former left-handed opener underlined what he felt will be the ultimate test of character.

"Certainly a goal for us has been the World Test Championship ... but ultimately, we have to beat India in India and we've got to beat them when they come back (to Australia).

"You can only judge yourself as being the best if you beat the best and we've got some really tough opposition to come," Langer put his priorities in place. The team he insists needs to get better as now others will come gunning for them.

"Getting to No.1 is a great thing, but when you're No.1, you're always the hunted," Langer said. "We've been the hunters for a while, now we're the hunted and we need to get better and better."

Langer also hoped that white ball team under Aaron Finch will win the World Cup. "I know how hard it is to win World Cups ... everything has to go right. One day, I'd love to see Aaron Finch with all his mates lift that T20 World Cup above his head."

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June 20,2020

Melbourne, Jun 20: If 15 teams can be allowed to enter Australia for the T20 World Cup then fans will not be stopped from watching live action from the stadiums, Cricket Australia's interim CEO Nick Hockley said on Saturday.

Hockley replaced under-fire Kevin Roberts, who recently got the boot from Cricket Australia, which is grappling with financial woes.

Different possibilities are being worked out for the T20 World to go ahead as scheduled later this year and one of them is to host the tournament before empty stands in the wake of COVID-19 pandemic.

However, Hockley said crowds will be allowed, though, hosting 15 teams with players, officials and support staff is "complex" as of now, hinting that probably the ICC flagship event could be pushed back.

"The reality is, and we've got much more understanding about this in recent weeks, is crowds are most likely to come back before international travel. Our biggest challenge is getting 15 teams into the country," Hockley told cricket.com.au when asked if he would like to see the World Cup proceed without fans.

"If I compare it with the prospect of a bilateral tour, you're talking about bringing one team in and then playing individual matches. But the prospect of bringing 15 teams in and having six or seven teams in one city at the same time, it's a much more complex exercise."

When specifically asked whether crowds would be permitted by the time borders have opened to the point that 15 teams will be allowed to travel to Australia, Hockley replied in an affirmative.

"That's the current thinking, yes."

Hockley said it came as a shock when he was asked by Cricket Australia to replace Roberts.

"I've had very mixed emotions. I was very shocked to be asked. I didn't see it coming at all, so I probably haven't had time yet to process it. I feel very sad for Kev (Roberts). On the other hand, I feel this is a massive privilege to be asked, it's a massive responsibility and a massive opportunity even if it's only for the next few months," he said.

Hockey did not commit when asked if he would like to assume the role full time, but he did say that he would quit as CEO of the T20 World Cup Organising Committee.

"My approach throughout my entire career has been to focus on doing the best job I can with what I've been tasked with, and the future will look after itself. And I'll continue the same approach.

"That's (T20 World Cup) been a real priority over the last 48 hours. We're reasonably well progressed and we will be appointing an interim because you just can't do both," he said.

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May 5,2020

May 5: Former Pakistan speedster Shoaib Akhtar says he is interested in becoming India's bowling coach if there is an offer, asserting that he is capable of grooming "more aggressive, fast and talkative" pacers.

Akhtar expressed his willingness in an interview on social networking app 'Helo'.

Asked if he would like to be associated with the Indian bowling unit in future, he responded in the positive. India's current bowling is Bharat Arun.

"I will definitely. My job is to spread knowledge. What I have learned is knowledge and I will spread it," Akhtar said.

One of the fastest bowlers to have played the game, he added, "I will produce more aggressive, fast and more talkative bowlers than the current ones who will tell-off the batsmen in a way that you will enjoy a lot."

He said he has always wanted to share his knowledge among budding cricketers and that he is looking to produce more aggressive bowlers.

He also added that he would like to "coach" IPL franchise Kolkata Knight Riders, for whom he has played in the cash-rich T20 league's inaugural edition.

The former pacer also spoke about his early interactions with Indian batting great Sachin Tendulkar in the 1998 series.

"I had seen him but didn't know how big a name he was in India. In Chennai, I got to know that he was known as a god in India.

"Mind you, he is a very good friend of mine. In 1998, when I bowled as fast as I could, Indian public celebrated with me. I have a big fan following in India," Akhtar said.

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