Raina signs-up with IOS sports; wants to focus on cricket and commercials both

In another major development, Indian cricketer Suresh Raina left Rhiti Sports and has joined IOS sports and entertainment. As reported by Economic Times, Raina, for endorsement deals, has signed the pact for three years.

Arun Pandey, cricketer-turned-businessman who runs Rhiti Sports and entertainment manages endorsements for Indian cricketers including MSD, Ravindra Jadeja, Mohit Sharma and Bhuvaneshwar Kumar and also Australian swimmer Stephanie Rice.

As per the cricketer, he made the shift because he wanted to focus on cricket and commercials simultaneously. "I won't be the No. 2 player in this new company," Raina told ET.

Speaking on signing this deal with IOS, Suresh Raina said “I was in touch with Neerav from past few months and we had several rounds of dialogs. I have been observing his company doing very interesting work for Olympic Sportspersons. I believe IOS had all the requisite credentials I needed, importantly they have a passionate and dedicated team who understands the space and comfort that a sportsperson needs”.

Raina, currently has only one endorsement- Adidas- in hand for three years. More deals with brands like Pepsi, Boost and UP-based real estate Company are underway.

Neerav Tomar, managing director and chief executive of IOS Sports said that Raina had been under-marketed so far. Commenting on this deal, Tomar said “I am really excited about signing the deal with country’s premier cricketer Suresh Raina. We were in touch with each other for a longtime and finally we have signed the deal. I am sure we will have a great partnership working together. Raina has been very consistent in all formats of the game and has the flexibility to adapt and play as the situation demands. Importantly from a sponsorship point of view Raina has all the credentials, is articulate, has the ability and is not over exposed”.

IOS sports and entertainment, so far, has managed only non-cricket sports persons which counts Marry Kom, Vijender Singh, wrestler Sushil Kumar and Yogeshwar Dutt, shooters Gagan Narang and Heena Sindhu and archer Deepika Kumari. Raina will be the first cricketer client of the management firm.

"Raina's brand imagery has to be enhanced. He has been a little shy of media all these years so a bit of image management will be required," Tomar further added.

The firm is eying an amount of 35 crore for Indian star cricketer in the next three years, the duration for which Raina has signed the pact.
The business, as per the reports, would come from a mix of endorsements, licensing, merchandising and also setting up academies.
"A lot of this target will be based on his on-field performance and his getting leadership positions in the future, including in the IPL," Tomar said.

The 28-year-old left-handed all rounder has made 374 runs in 17 IPL matches in the 2015 season with five centuries in 218 one-day internationals and plays lower down the order, giving strength to the Indian batting lineup.

Image: IOS India