PV Sindhu signs Rs 50 cr sports deal: Non-cricketers too scoring big in endorsements

Agencies
February 11, 2019

New Delhi, Feb 11: With India doing well in a range of Olympic sports in recent years, sportspersons in disciplines other than cricket have also started to score lucrative endorsement deals.

Olympic and World Championship silver medallist P.V. Sindhu is the latest non-cricketer to be associated with a mega sponsorship deal. The badminton star recently signed a four-year sports sponsorship deal for a whopping Rs 50 crore with Chinese sports brand Li Ning.

The record deal comes after K. Srikanth was offered Rs 35 crore over a period of four years by the company last month.

This is not the first time Sindhu and Srikanth have signed deals with Li Ning. According to media reports, both shuttlers were with the Chinese brand earlier before signing deals with Yonex.

Saina Nehwal, the other star women's badminton player in India, has deals with Kellogg, Iodex, Fortune Oil, Top Ramen and NECC.

Boxer M.C. Mary Kom is another non-cricketer to strike it big. The six-time world champion signed a deal with Bharat Sanchar Nigam Limited in September as their brand ambassador. The two-year deal will see the Olympic bronze medallist engage in promotional activities for BSNL for its various services.

Star athlete Hima Das has also joined the bandwagon. The Asian Games and World U-20 champion signed an endorsement deal with sports equipment manufacturer Adidas in September last year.

The Assam athlete has also become the brand ambassador for YONO, SBI's integrated digital banking platform, and Edelweiss. She has also become the first Indian sportsperson to be a UNICEF Youth Ambassador.

Cricket however, continues to rule the roost. Indian cricket team captain Virat Kohli has emerged as the most valued celebrity in the country for the second successive year with an estimated brand worth of $170 million.

Virat signed a Rs 110 crore deal with sportswear giant Puma in February 2017. The agreement is supposed to last eight years. Apart from that, he also has deals with a host of other brands including Wrogn, MuveAcoustics, Too Yumm, Tissot, Manyavar, Royal Challenge, American Tourister, Boost Energy Drink, MRF Tyres, Uber India, Remit 2 India and Philips.

The Delhi batsman had dethroned Bollywood star Shah Rukh Khan as the most valued celebrity in India for the first time in 2017.

Italian luxury sports watchmaker Panerai had announced former India captain Mahendra Singh Dhoni as their brand ambassador for India in December 2018.

The Indian women cricketers have also bagged their share of sponsorships with star player Smriti Mandhana being appointed the brand ambassador for Alcon, also in December last year.

The greatest cricketer of them all, Sachin Tendulkar, however, continues to be a hot target for brands even several years after his retirement.

The legendary batsman has sponsorship deals with Pepsi, Boost, Adidas, Apollo Tyres, Luminous Power, True Blue and NECC apart from several other brands.

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News Network
May 7,2020

Melbourne, May 7: Australia opener Joe Burns is eyeing the Tests against India should they take place later this year, to stabilise his stop-start international career, saying "you want to play in and do well in" in this kind of series.

India is scheduled to play four Tests in Australia in December-January, a series which is currently in doubt due to the COVID-19 pandemic, which has claimed over 2.5 lakh lives across the world.

"They are obviously world class team. I think the two teams going at each other will be very exciting to watch and players playing against each other as well," Burns told reporters in a video conference on Thursday.

"You look at the world ranking, they were number one and now we have got to number one, so I know that series will be anticipated by everyone and as a player this is a sort of series you want to play in and do well in."

With the coronavirus also threatening the T20 World Cup, Cricket Australia is under financial stress and has gone on a cost-cutting drive, which included standing down 80 per cent of its staff at 20 per cent salary.

There are also speculations that the Sheffield Shield for 2020-21 would be curtailed to cut costs.

Burns, however, hoped it won't be tinkered with.

"I love the fact we have a really strong first-class system. The 10 games, where you play everyone twice," Burns, who was struck down by a fatigue illness after an indifferent season, said.

"It leads to world-class players coming into Test teams. You don't want to see that get changed.

"Obviously it is unique circumstances at the moment and There's a lot of things to work through ... the players' association is consulted on those things."

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News Network
June 10,2020

Jun 10: "It is never too late to fight for the right cause," said opening batsman Chris Gayle as he came out in support of former T20 World Cup-winning skipper Darren Sammy. The debate around racism in sport has kickstarted once again after former Windies T20 World Cup-winning skipper Darren Sammy alleged racism during his stint with SunRisers Hyderabad in the 2014 Indian Premier League. Taking note of Sammy's revelation, Gayle tweeted: "It's never too late to fight for the right cause or what you've experienced over the years! So much more to your story, @darensammy88. Like I said, it's in the game".

Earlier, Gayle had also revealed that he too has been a victim of racism, and added that racism is something that has been bothering cricket as well.

On Tuesday, Sammy had released a video specifying that the racial slurs against him were used within the SunRisers camp.

"I have played all over the world and I have been loved by many people, I have embraced all dressing rooms where I have played, so I was listening to Hasan Minhaj as to how some of the people in his culture describe black people," Sammy said in a video posted on his Instagram account.

"This does not apply to all people, so after I found out a meaning of a certain word, I had said I was angry on finding out the meaning and it was degrading, instantly I remembered when I played for SunRisers Hyderabad, I was being called exactly the same word which is degrading to us black people," he added.

Sammy said that at the time when he was being called with the word, he didn't know the meaning, and his team-mates used to laugh every time after calling him by that name.

"I will be messaging those people, you guys know who you are, I must admit at that time when I was being called as that word I thought the word meant strong stallion or whatever it is, I did not know what it meant, every time I was called with that word, there was laughter at that moment, I thought teammates are laughing so it must be something funny," Sammy said.

The former Windies skipper has been a vocal supporter of the protests that are currently going on in the United States over the death of an African-American man named George Floyd.

Sammy had also made an appeal to the ICC and other cricket boards to support the fight against social injustice and racism.

Ever since the demise of Floyd, protests erupted from the demonstrations in cities from San Francisco to Boston.

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Agencies
May 23,2020

New Delhi, May 23: Sports Minister Kiren Rijiju on Saturday said India will not host any international event in immediate future and fans will have to learn to live with the new normal of sporting activities happening behind closed doors in the post-COVID-19 world.

Rijiju's statement gain greater significance in the context of the suspended IPL, which the BCCI wants to host in October-November in case of the ICC T20 World Cup in Australia is postponed.

"We have been working for quite some time now to resume sporting activities but before that, we have to think about practice and training. We are not going to have a tournament kind of situation immediately," Rijiju was quoted as saying by India Today.

For latest updates on coronavirus outbreak, click here

"We have to learn to live with the situation where sporting events will have to be carried forward without spectators in stadiums and sports venues," he added.

Talking specifically about the 13th edition of IPL, which has been put on hold for an indefinite period due to the pandemic, Rijiju said it is the government's prerogative to take a call on conducting any tournament in the country.

"In India, the government has to take a call and it will take a call depending on the situation. We cannot put health at risk just because we want to have a sporting event.

"Our focus is fighting Covid-19 and at the same time, we will have to work a mechanism to get back to normalcy. It is difficult to confirm dates but I am sure we will have some kind of sporting events this year," he said.

Rijiju's statement came close on the heels of Sports Authority of India (SAI) laying out a detailed Standard Operating Procedure for the resumption of sporting activities across the country in a phased manner.

"In the background, their (athletes) fitness and everything has been tracked. They are in touch with the coaches, the fitness experts, the high-performance directors. We are monitoring each and every athlete who are of the higher stature, who played for India and higher clubs," he said.

"Now it has been laid out. SAI has prepared a detailed SOP. These are prepared by experts from different fields. This SOP has already been issued to all sports federations and other sports bodies including govt stakeholders. So, based on this SOP training will start."

Coronavirus India update: State-wise total number of confirmed cases, deaths on May 23

The Sports Minister, however, reiterated that resumption of sporting activities will entirely depend on guidelines of respective states and local administrations.

"We have been clearly advising that health and safety are top priorities. Besides that we have to keep in mind two other things, one is the guidelines issued by the Home Ministry, second, is the guidelines issued by the administrations of the respective localities or states. So, these are to be taken into account," he said.

"But we have clearly stated that sports complexes and stadiums are open, other than that there should not be any activities till the lockdown is there or we come up with a renewed kind of advice."

Asked about the prospect of the Tokyo Games that were scheduled for this year but were postponed to 2021 due to the pandemic, the Sports Minister said he is hopeful of the quadrennial event taking place on the revised dates.

"Olympics is still far away and we have full confidence in the Japanese government and IOC and every country will support that the conduct of Tokyo 2021 will not be postponed. There are too many stakes in Olympics, so it is difficult to even foresee that the Olympics can be postponed," he said.

"As far as India's preparation goes, we are at the best stage of our preparation of any Olympics so far in history. This is going to be India's biggest contingent so far and have medal-winning prospects. But I am not saying we are so prepared to finish in the top 10 or 5 but our long term target is that India will be in the top 10 in 2028.

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