Two weeks ago, India's Olympic contingent arrived in Paris confident about their chances of a double-digit medal haul. Now, as India's campaign comes to an end, they return home with six medals, one less than their best haul in Tokyo. Still, brands are ready to loosen their purse strings for India's Olympians.
Neeraj Chopra, India's most affable athlete with the angelic smile, was unable to defend his gold medal in the javelin throw three years ago and had to settle for silver.
Manu Bhaker also witnessed his sensational redemption in Paris. The 22-year-old shooter became the first Indian shooter to win a historic double medal in Paris.
After a series of heartbreaking fourth-place finishes, India's top basketball player Lakshya Sen and 10m air rifle shooter Arjun Babuta missed the podium by a whisker.
“The Paris Olympics have once again brought new faces and promises to the Indian sports marketing landscape,” says Varun Chopra, director of sports management firm Medallin Sports.
“Expect at least a biopic,” he adds.
New Delhi-based brand strategist Shagun Gupta believes that an athlete’s brand value is not increased by a place on the winner’s podium alone.
Citing the example of PV Sindhu, who lost to China's He Bing Jiao in two matches in the previous quarter, she said: “Sindhu's ability to rise like a phoenix after injuries will keep her relevant to brands. Their brand value now goes beyond their victories – it is largely shaped by the stories they have to tell.”
Like Sindhu, Sen is also a typical example.
“It depends on the player. Sen's win over world number three Jonatan Christie put him in the spotlight,” says Vishal Jaison, co-founder of Baseline Ventures. “All the new faces, including Sreeja Akula and Arjun Babuta, will have brands,” he explains.
Shortly after arriving in Paris earlier this month, Chopra left a motivational message on the wall of India House that read: Samay aa gaya hai (The time has come).
The line later became part of India's official campaign in Paris.
“Neeraj’s ability to tackle challenges, including injuries, head-on and still perform at his best is reflected in the everyday struggles and triumphs of our clients,” says S. Abbas Akhtar, Executive Director (PR & Brand) at Bharat Petroleum Corporation Ltd (BPCL), of which Chopra is a brand ambassador.
BPCL has also sponsored the Indian Olympic Association (IOA). “After Neeraj returns, we are planning a series of activities to further strengthen his influence,” explains Akhtar.
National hockey team goalkeeper PR Sreejesh has become a darling of brands and has spearheaded the resurgence of hockey in India.
“Many of our brands are already waiting to collaborate with Sreejesh,” says Jaison, whose agency Sreejesh runs.
The goalkeeper has announced his retirement, which leaves him plenty of time for collaborations.
“It has been more than 20 years since Sreejesh has played consistently well for India. He has made a name for himself as a player and now with the brands too,” says Jaison, adding that brands want to focus on longevity and consistency.
Like Sreejesh, the hockey team's captain Harmanpreet Singh, better known as Sarpanch, is also gaining a cult-like fan following and many expect his brand value to skyrocket in the coming days.
“The challenge right now is to carefully manage this growing interest. We are being selective and ensuring that every deal is in line with Harmanpreet's values and long-term vision,” says Neerav Tomar, managing director of IOS Sports and Entertainment, the agency that manages Singh and other Olympic athletes.
On the growing interest in hockey among brands, Tomar says, “Players like Harmanpreet, Mandeep, Manpreet and PR Sreejesh are the symbol of India's hockey resurgence. This kind of narrative resonates well with brands who want to capitalize on national pride.”
Vinesh Phogat's heartbreak in Paris has also piqued the interest of brands. Last year, she was the face of protests in the streets of Delhi against sexual harassment in sports.
In a tragic twist, Vinesh was disqualified before the women's 50 kg freestyle swimming final at the Paris Olympics for missing the weight limit by just 100 grams, according to the Indian Olympic Association.
“It has undeniably become a national topic of discussion. This increased visibility makes it an attractive option for brands looking to leverage its influence and reach,” says brand strategist Gupta.
Many believe she could be one of the most famous athletes at these Olympic Games.
Another challenge for the country's non-cricket athletes is their visibility. The otherwise moderate media presence is increasing rapidly for sports such as hockey, badminton, shooting, archery and table tennis.
“Long-term partnerships are crucial. They provide a buffer against the natural fluctuations in brand equity,” says Tomar, adding that having a solid digital presence helps us maintain momentum even when there is no major event planned.
“Because of the visibility gap, brands rely on players’ personalities rather than their presence,” says Jaison.
“Athletics is even less showcased in India than hockey, but Neeraj's presence is unwavering. That's what happens when you become a household name through your personality,” he adds.
And indeed, brands have noticed this and are increasing their sponsorship spending on these athletes.
