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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News Network
January 6,2020

Jan 6: Former India opener Kris Srikkanth on Sunday said he would prefer K L Rahul over Shikhar Dhawan in the T20 World Cup later this year.

Former India opener Kris Srikkanth on Sunday said he would prefer K L Rahul over Shikhar Dhawan in the T20 World Cup later this year.

Dhawan is returning to international cricket after a long gap. During the senior left-handed batsman's absence, Rahul has emerged as one of the top contenders for the opener's slot in limited-overs cricket.

"Runs against SL (Sri Lanka) don't count. If I was chairman of selectors, I won't pick Dhawan in the T20 WC squad. There is no competition between him and Rahul. Only one winner," Srikkanth said on Star Sports.

Before the series, the 34-year-old Dhawan said that he is looking forward to a "new start" in a new year and wants to win the World Cup for India.

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News Network
January 17,2020

Jan 17: Indian tennis ace Sania Mirza cruised into the women's doubles final of the Hobart International with her Ukrainian partner Nadiia Kichenok here on Friday.

Sania and Kichenok sailed past the Slovenian-Czech pair of Tamara Zidansek and Marie Bouzkova 7-6 (3) 6-2 in the semifinal contest that lasted one hour and 24 minutes.

The fifth-seeded Indo-Ukrainian combination will lock horns with second seeds Shuai Peng and Shuai Zhang of China. The Chinese pair got a walkover after Belgium's Kirsten Flipkens and Alison Van Uytvanck conceded the other semifinal match because of injury.

While Sania and Kichenok had to fight hard in the opening set, the second set was a cakewalk for the combination.

The first set was a tough contest between the two pairs, bringing the tie-breaker into the equation after it was level at 6-6.

In the tie-breaker, Sania and Kichenok upped their game by a few notches to outsmart their opponents and take the lead.

The second set was a no-contest as Saina and Kichenok broke their opponents thrice -- in the second, sixth and eighth game -- to easily pocket the set and a place in the summit clash.

Saina and Kichenok got 11 break chances out of which they converted four, while their opponents utilised two out of the five break chances that came their way.

The 33-year-old Sania is returning to the WTA circuit after two years. During her time away from the game, she battled injury breakdowns before taking a formal break in April 2018 to give birth to her son Izhaan. She is married to Pakistani cricketer Shoaib Malik.

Before the ongoing event, Sania last played at China Open in October 2017.

A trailblazer in Indian tennis, Sania is a former world No.1 in doubles and has six Grand Slam titles to her credit.

She retired from the singles competition in 2013 after becoming the most successful Indian woman tennis player.

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News Network
May 9,2020

May 9: Filipina weightlifting star Hidilyn Diaz noticed live-streamed concerts were collecting money for coronavirus relief and was struck by inspiration: why not raise funds with an online workout?

Since then the Olympic silver-medallist -- and strong contender for her country's first Games gold -- has made enough money to buy food packs for hundreds of hard-hit families in the Philippines.

Diaz has done it all from Malaysia, where she was training to qualify for the now-postponed Tokyo Olympics when much of the world locked down against the virus in March.

"I thought (distribution) would be impossible because I'm not physically present," Diaz, 29, told news agency.

"It's a good thing that I have trusted friends and trusted family members who understand why we need to do a fundraising."

That circle of supporters has handed out the packages, which include vegetables, eggs and rice, to more than 400 families.

The food was bought with donations from about 50 people who joined sessions that lasted up to three hours, and gave them a rare chance to train with an elite athlete.

Diaz rose to fame in 2016 after snagging a surprise silver in the 53 kilogramme category in Rio, becoming the Philippines' first female Olympic medallist and ending the nation's 20-year medal drought at the Games.

Two years later, she won gold at the Asian Games in Indonesia.

However, her quest to qualify for Tokyo is on hold ahead of the Games' rescheduled opening in July 2021.

"I thought all the hard work would soon be over... then it was extended," she said. "But I'm still thankful I can still continue with (the training) I need to do."

Still, the lockdown broke her daily training regimen, keeping her away from weights for 14 days for the first time in her career.

"I felt like I was losing my mind already. I've been carrying the barbell for 18 years and all of a sudden it's gone. Those were the kinds of anxiety that I felt," she said.

But she got access to some equipment, and with her coach's urging, got back to work. She was relieved to find her strength was still there.

Instead of a Tokyo berth, the past months have been about a different kind of accomplishment for Diaz: helping her countrymen get through the coronavirus crisis.

Rosemelyn Francisco's family in Zamboanga City, Diaz's home town, is one of the first to get help from the athlete's initiative, and is deeply grateful.

Her family was not wealthy to begin with, and the pandemic has cost her husband his construction job.

"The food she donated has all everything we need, including eggs," said Francisco, 27.

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