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
March 19,2020

Geneva, Mar 19: Regional Olympic officials are rallying around the IOC and have backed its stance on opening the Tokyo Games as scheduled, as direct criticism from gold medalist athletes built amid the coronavirus outbreak.

Leaders of continental Olympic groups praised the IOC after a conference call Wednesday to update them on coronavirus issues four months before the opening ceremony in Tokyo on July 24.

"We are living through an unpredictable crisis and as such, it is important that we have one policy, expressed by the IOC, and we follow that policy in unison," the Italy-based European Olympic Committees said.

However, when the International Olympic Committee published an interview with its president, Thomas Bach, after a separate call with athlete representatives, it prompted a four-time Olympic champion to urge postponing the games.

Bach acknowledged that many athletes were concerned about qualifying events being canceled, but noted that there were still four months to go until the games are set to be opened.

"We will keep acting in a responsible way in the interests of the athletes," Bach said.

British rowing great Matthew Pinsent wrote on Twitter that the comments from Bach, his former IOC colleague, were "tone deaf."

"The instinct to keep safe (not to mention obey govt instructions to lock down) is not compatible with athlete training, travel and focus that a looming Olympics demands of athletes, spectators organisers," Pinsent wrote.

Responding to the criticism from Hayley Wickenheiser, a four-time Olympic hockey gold medalist, the IOC said it was "counting on the responsibility and solidarity of the athletes."

Members reinforce faith in IOC

The IOC repeated its steadfast stance after a conference call with sports governing bodies, many of which have not completed qualification events for Tokyo.

"There is no need for any drastic decisions at this stage; and any speculation at this moment would be counter-productive," the IOC said.

That message was repeated after Wednesday's conference call by IOC executive board member Robin Mitchell, the interim leader of the group of national Olympic bodies known as ANOC.

"We share the view that we must be realistic, but not panic," Mitchell said in a statement released by the IOC on behalf of the Oceania Olympic group.

Offering unanimous support for the IOC's efforts to resolve qualification issues, the 41-nation Pan-American group noted challenges facing potential Olympians.

Australian Olympic Committee chief executive Matt Carroll said his organized recognized there was a global health crisis, but equally was assured by the IOC that the games would go ahead.

"We recognize people are suffering -- people are sick, people are losing jobs, businesses are struggling amid enormous community uncertainty. Things are changing everyday and we all must adapt," Carroll said.

"We owe it to our Australian athletes to do everything we can to ensure they will participate with the best opportunity in those Games."

Australia's team delegation leader said the focus now was "moving to the planning of our pre-Games preparation to ensure we get our athletes to the Games healthy, prepared and virus free."

"Clearly that is a major challenge for all National Olympic Committees," he said.

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News Network
July 5,2020

Colombo, Jul 5: Sri Lanka batsman Kusal Mendis was on Sunday arrested for knocking down a pedestrian while driving, police said.

Mendis hit a 74-year-old man, killing him in the wee hours, in the Colombo suburb of Panadura.

He is to be produced before a magistrate later today, police said.

The 25-year-old wicket-keeper batsman has represented Sri Lanka in 44 Tests and 76 ODIs. Mendis was part of the national squad which had resumed training after the Covid-19 lockdown.

Sri Lanka's international assignments, including a tour by India, have been cancelled due to the pandemic.

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News Network
May 14,2020

May 14: Veteran South Africa batsman Faf du Plessis has proposed a two-week isolation period for players before and after the T20 World Cup as a way to stage the event as per schedule later this year.

Like other sports, cricketing action too has come to a complete halt due to the coronavirus pandemic. The fate of the T20 World Cup to be held in Australia in October-November is shrouded in uncertainty.

Talking to Bangladesh ODI captain Tamim Iqbal, du Plessis said travel was going to be an issue despite Australia being less affected by the deadly contagion.

"I am not sure... reading that travelling is going to be an issue for lot of countries and they are talking about December or January. Even if Australia is not affected like other countries, to get people from Bangladesh, South Africa or India where there is more danger, obviously it's a health risk to them," du Plessis said.

"But you can go in before the tournament (for) two weeks isolation and then play the tournament and afterwards two weeks isolation," said the former captain.

Several countries across the globe, including South Africa, Australia and India, have travel restrictions in place and the veteran Proteas batsman joked travelling by boat is not an option.

"But I don't know when South Africa will open their travel ban because we can't go there like old days on boats," du Plessis said.

In March, South Africa's ODI series against India was called off after the first match in view of the pandemic.

The coronavirus outbreak, which originated in the Chinese city of Wuhan, has infected more than 44 lakh people worldwide while causing close to 3 lakh deaths.

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