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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January 29,2020

New Delhi, Jan 29: Badminton champion Saina Nehwal joined the ruling BJP today and is likely to campaign for the party ahead of the February 8 Delhi election.

"I have won medals for the country. I am a very hardworking and I love hardworking persons. I can see Prime Minister Narendra Modi does so much for the country, I want to do something for the country with him," the shuttler said, wearing the BJP scarf.

"I draw a lot of inspiration from Narendra sir".

Haryana-born Saina Nehwal, 29, is a major acquisition for the party in the middle of the Delhi poll campaign; she is one of the most popular sportspersons in India with a huge fan following and brand value. She is preparing for the 2020 Tokyo Olympics.

A former world number 1, she has been honoured with the country's top sporting awards like the Rajiv Gandhi Khel Ratna and Arjuna Award. She was also awarded the Padma Bhushan in 2016.

The Badminton player has won over 24 international titles. In the London Olympics, she won a bronze. She was world number two in 2009 and number one in 2015.

With her tweets praising Prime Minister Narendra Modi, Saina Nehwal was widely seen to lean towards the BJP.

One of her tweets became controversial when it was found to be identical to several others in praise of a PM Modi speech last year. Saina was trolled on Twitter with screenshots of the identical tweets. She was also among the sportswomen who put up identical tweets on Diwali thanking PM Modi for his initiative to empower women, with the hashtag #bharatkilaxmi.

The BJP roped in many famous personalities last year, including cricketer Gautam Gambhir, who was elected MP from Delhi in the national election, and wrestler Babita Phogat. Just before the Haryana assembly polls, the party roped in wrestler Sushil Kumar, Babita Phogat and former Hockey team captain Sandeep Singh. Sandeep Singh won the election and was appointed minister.

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January 18,2020

New Delhi, Jan 18: There was not much rustiness but just the initial nervousness, which a “pleasantly surprised” Sania Mirza shook off to win a title in her first tournament in 27 months, capping off her comeback from a maternity leave in style.

Partnering Ukraine's Nadiia Kichenov, the trailblazing Indian tennis player annexed the Hobart International trophy with a straight sets win over second seed Chinese pair of Shuai Peng and Shuai Zhang.

She worked hard to get into shape but the way she moved, it seemed Sania was never away from the courts.

“It's something I did not expect totally, so to say, but I am excited to be able to do this in my first tournament on comeback," Sania told PTI in an exclusive interview from Melbourne.

“I honestly thought I would be a bit more rustier than I was. I was pleasantly surprised that I was not. But there are things I can improve and that is what makes a champion. You always want to get better in what you are doing, no matter how well you do."

The 33-year-old winner of six Grand Slam titles said she played without pressure, and insisted there was no secret to the swift success on comeback.

“There is no key, I wish I knew, there was one key to winning. I just enjoyed my game. You have to work hard, play your game. I was playing with a new partner, new gear after two-and-a-half years. There was no pressure and no expectations.

"The first match was the only one when I felt a bit nervous because I did not know how my body would react and how I would play. That match was difficult but it set the tone and momentum. I was happy to come though that one and after that things kept getting better and better," she said.

Sania said her body has certainly changed after giving birth to son Izhaan but she did not have to tweak her post-match recovery process much.

“It does change. I was dealing with a calf injury, from last month and I aggravated a bit today. I am still icing it as we speak but it should not be serious.

“The body is a lot different now. It recovers different. But recovery (process) has not changed so much, it's similar."

Asked if she could go for her shots as she was doing before the break, she said, “I was able to do enough, I can improve, no matter how I play."

"My serve was decent but I can improve. I the first match I was not serving that well and was not returning well on important points but by the time I was playing the final, I was doing both of those little better. It is a process, it does not happen overnight. It's something will keep working on."

Serena Williams set an example in 2018 when she came out playing highly competitive tennis after giving birth to her daughter Olympia. There are other tennis moms like Victoria Azrenka and Evgeniya Rodina.

Sania said she did not seek any input from tennis moms but their presence on the Tour is inspiring enough.

“I did not speak to anyone but it is inspiring to see so many moms around, playing well in different sports."

Sania will play the Australian Open mixed doubles with compatriot Rohan Bopnna after her original first-choice Rajeev Ram opted out due to health reasons.

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June 29,2020

Jun 29: The West Indies cricketers will sport a 'Black Lives Matter' logo on the collars of their shirts during the upcoming three-Test series against England to protest against racism in sports.

Skipper Jason Holder, who has voiced his support to the cause that has once again come to the forefront after the killing of American George Floyd, said in a statement on Sunday: "We believe we have a duty to show solidarity and also to help raise awareness."

The ICC-approved logo, designed by Alisha Hosannah, will be the one which featured in the shirts of all 20 Premier League football clubs since the sport's resumption earlier this month.

"This is a pivotal moment in history for sports, for the game of cricket and for the West Indies cricket team," Holder was quoted as saying by ESPNcricinfo.

"We have come to England to retain the Wisden Trophy but we are very conscious of happenings around the world and the fight for justice and equality. "As a group of young men, we know of the rich and diverse history of West Indies cricket and we know we are guardians of the great game for a generation to come."

Holder, who wants racism to be treated at par with doping and corruption, said they arrived at the decision to wear the logo after much thought.

"We did not take our decision lightly. We know what it is for people to make judgments because of the colour of our skin, so we know what it feels like, this goes beyond the boundary. There must be equality and there must be unity. Until we get that as people, we cannot stop," he said.

"We have to find some way to have equal rights and people must not be viewed differently because of the colour of their skin or ethnic background."

The West Indies players are likely to wear the shirts for the first time in this week's four-day warm-up match at Emirates Old Trafford, starting on Monday.

The opening Test of the series, which will mark the resumption of international cricket after the coronavirus-forced hiatus, will get underway at the Ageas Bowl in Southampton on July 8.

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