Advertisers have their eyes on the medal winners of the Commonwealth Games 2022 which is resulting in more brand deals and uptick in endorsement fees of the athletes.
Team India’s performance at the recently concluded Commonwealth Games (CWG) 2022 is catching the attention of brands, resulting in more enquiries from advertisers and a hike in endorsement fees for athletes.
Brands are keener to associate with athletes like Annu Rani, who is the first Indian woman to bag a medal in javelin throw, along with Priyanka Goswami, the first Indian race walker to get a medal for India, said Rahul Trehan, COO, IOS Sports and Entertainment, a sports marketing firm
IOS Sports had 19 athletes who they represent as part of the Indian contingent at CWG 2022.
India won 61 medals at CWG 2022, 22 gold, 16 silver and 23 bronze. New categories opened up in terms of medal wins with Rani and Goswami becoming the first athletes to win medals in their respective categories.
The strong performance at CWG 2022 and the increasing social media following are resulting in a hike in endorsement fees. “Endorsement fees for the athletes have gone up by 60 percent to 100 percent. Even the social media following of athletes has increased. For example, (weightlifter) Jeremy (Lalrinnunga), who had around 49,000 followers, now has a following of 2.25 lakh on social media and the same is the case for (weightlifter) Mirabai (Chanu). And this is resulting in a strong hike in the endorsement fees,” Trehan said.
The sports marketer said that the digital sector is keen on roping in athletes ahead of the festive season that will go on for a good four to five months till December.
Categories including nutrition, healthcare, pain relief products and insurance are looking to use athletes as brand ambassadors. “Female athletes are seeing traction from categories like cosmetic brands, apparel and footwear. Online payment gateways are also enquiring a lot for the athletes,” Trehan added.
While star athletes like Chanu are becoming brand favourites, more sportspersons have come into the limelight post the CWG 2022 performance.
“There are chances that Mirabai (Chanu) will lead the market as she was the first gold medallist for India at the CWG and there is a lot of scope and more sectors to be covered for her,” Trehan said. After her silver medal win at Tokyo Olympics last year, Chanu associated with three big brands, including Domino’s.
On the other hand, Trehan said that young and new athletes including boxer Nitu Ganghas, who won gold, and bronze medallist Jasmine Lamboria (boxing) are receiving more enquiries as they are the face of the future.
The market is looking for fresh faces and that’s where talents like Lalrinnunga and Goswami come in, he said. “Along with them, even though Annu (Rani) is an experienced player, she won the first medal in that category for India, which has resulted in more recognition, and she could be the new face for the market as well,” he said.
The sports marketing firm head said that brands are also eyeing athletes who did well during the games, not just the winners.
“We are getting enquiries for athletes who have performed well irrespective of the result,” said Trehan.
MARYAM FAROOQUI