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Living up to the expectations, <keyword id="20430890" type="General" weightage="20" keywordseo="Aman-Sehrawat" source="keywords">Aman Sehrawat</keyword> on Friday bagged the men's 57kg free-style <keyword id="20257145" type="General" weightage="20" keywordseo="bronze-medal" source="keywords">bronze medal</keyword> at the <keyword id="19933819" type="General" weightage="20" keywordseo="Olympics" source="keywords">Olympics</keyword> with a commanding win over Darian Toi Cruz, bringing some cheers to the <keyword id="22736140" type="General" weightage="20" keywordseo="Indian-wrestling-contingent" source="keywords">Indian wrestling contingent</keyword> that has been rocked by controversies. The 21-year-old U-23 world champion was the lone Indian male wrestler to qualify for the Paris Games and he did not disappoint, winning 13-5 in the bronze play-off at Champ de Mars Arena. The sport of wrestling has not missed a medal at the Olympics since 2008 and Aman's effort ensured the streak remained unbroken. Sushil Kumar broke the glass ceiling by winning the bronze in Beijing (2008), and since then Yogeshwar Dutt (2012), Sakshi Malik (2016), Ravi Dahiya and Bajrang Punia (2021) have kept the tradition intact. Aman's effort also helped India win its sixth medal and move closer to the Tokyo Games tally of seven. Antim Panghal (53kg), Anshu Malik (57kg), and Nisha Dahiya (68kg) could not reach the medal rounds in their respective categories. On the other hand, Vinesh Phogat (50kg) lost despite entering the final as she was disqualified from the gold-medal bout for being overweight. The disqualification led to a huge uproar in the country. The decision has been challenged in the Court of Arbitration for Sport (CAS). The hearing has concluded and a decision is expected by Sunday evening. Teenager Antim Pangal also landed herself in trouble for sending her sister to the Games Village on her accreditation card. She was deported along with her entourage. It was a fast-paced bout with quick moves from the two wrestlers. Once Aman got a measure of his rival, he did not give much of a chance to the Puetro Rican. He build a healthy 6-3 lead by the end of first period with consecutive takedown moves. As is usually the case, Aman, who thrives on a high-endurance game, first tried to wear down his opponent and then went for the kill. With dominating technical-superiority wins over Vladimir Egorov and Zelimkhan Abakarov, the Indian wrestler stormed into the semifinals without conceding a single point but was no match for Japan's Rei Higuchi in the semifinals. Having lost his parents at a tender age of 12, the famed Chhatrasal stadium -- where his father had enrolled him in 2013 -- became his second home. He comes from the centre that has given India four Olympic medallists -- Sushil Kumar, Yogeshwar Dutt, Bajrang Punia and Ravi Dahiya. Reetika Hooda (76kg) will be in action on Saturday, and if she wins a medal, India will match its Tokyo tally. SEE ALSO:<a href="https://www.businessinsider.in/stock-market/news/brainbees-solutions-firstcry-ipo-allotment-how-to-check-allotment-ipo-gmp-listing-date-and-more/articleshow/112403576.cms" target="_blank"></a> <a href="https://www.businessinsider.in/stock-market/news/brainbees-solutions-firstcry-ipo-allotment-how-to-check-allotment-ipo-gmp-listing-date-and-more/articleshow/112403576.cms" target="_blank">Brainbees Solutions (Firstcry) IPO allotment – How to check allotment, IPO GMP, listing date and more</a><a href="https://www.businessinsider.in/tech/news/indias-wearables-market-decline-for-the-first-time-as-smartwatch-shipments-fall/articleshow/112397246.cms" target="_blank"></a> <a href="https://www.businessinsider.in/tech/news/indias-wearables-market-decline-for-the-first-time-as-smartwatch-shipments-fall/articleshow/112397246.cms" target="_blank">India’s wearables market decline for the first time as smartwatch shipments fall</a><a href="https://www.businessinsider.in/business/news/ola-wants-to-re-enter-the-quick-commerce-business-to-take-on-blinkit-and-swiggy-instamart/articleshow/112364583.cms" target="_blank"></a> <a href="https://www.businessinsider.in/business/news/ola-wants-to-re-enter-the-quick-commerce-business-to-take-on-blinkit-and-swiggy-instamart/articleshow/112364583.cms" target="_blank">Ola wants to re-enter the quick commerce business to take on Blinkit and Swiggy Instamart</a>

Aman Sehrawat wins bronze, carries forward Chhatarsal's rich legacy

The <keyword id="11806043" type="UNKNOWN" weightage="20" keywordseo="indian-wrestling-contingent">Indian wrestling contingent</keyword> at the <keyword id="2700431" type="PERSON" weightage="20" keywordseo="Tokyo-Olympic">Tokyo Olympic</keyword> Games was in for a major embarrassment as the International Olympic Committee (<keyword id="6354733" type="UNKNOWN" weightage="20" keywordseo="ioc">IOC</keyword>) cancelled the accreditation of the foreign coach of 86kg grappler <keyword id="2627438" type="PERSON" weightage="20" keywordseo="Deepak-Punia">Deepak Punia</keyword> -- who had lost his bronze-medal bout to a San Marino opponent -- after the trainer misbehaved with the referee for the bout. Indian Olympic Association (IOA) secretary-general <keyword id="150258" type="PERSON" weightage="20" keywordseo="Rajeev-Mehta">Rajeev Mehta</keyword> in a late-evening tweet on Friday wrote, "Indian Wrestling team's foreign assistant coach (Belarusian) Mr Murad Gaidarov who was involved in an uncalled incident of assault on one of the match referees, is being withdrawn from the Tokyo Olympic Village immediately and is being called back to India on the latest flight." Mehta added that, "Murad Gaidarov is removed from the Olympic Village and will be transported back to India on 10.30 flight from Tokyo." Confirming the incident to IANS, IOA treasurer Anandeshwar <keyword id="6361584" type="PERSON" weightage="20" keywordseo="pandey">Pandey</keyword> told IANS from Tokyo that he was there at the venue when the incident took place on Thursday, adding that Gaidarov had yelled and misbehaved with the match referee during the bronze-medal contest between Punia and Myles Amine of San Marino, which the latter won 4-2. Pandey said that the match referee had lodged a formal complaint with the International Wrestling Federation, which in turn informed the Tokyo Games organisers and the International Olympic Committee (IOC), who issued a letter to the Indian contingent's chef de mission Birender Prasad Baishya. "The coach (Gaidarov) had lodged an appeal when Punia was trailing 2-3, but it was turned down and the opponent got an additional point, which resulted in the Indian wrestler losing by a 2-4 margin," said Pandey, adding that, following the bout there was an altercation with the match referee. "The IOC cancelled Gaidarov's accreditation and the chef de mission told him not to leave his hotel room and he was booked in the next flight out of Tokyo," Pandey told IANS. Asked if the IOA will take disciplinary action against the coach, Pandey said, the issue was between the <keyword id="110074" type="ORGANIZATION" weightage="20" keywordseo="Wrestling-Federation-of-India">Wrestling Federation of India</keyword> and the foreign coach and that the IOA had nothing to do with it. "The IOC has given Mr Baishya the letter cancelling the accreditation to Gaidarov and the coach is leaving Tokyo," added Pandey. Wrestling Federation of India (<keyword id="6437897" type="ORGANIZATION" weightage="20" keywordseo="wfi">WFI</keyword>) secretary Vinod Tomar could not be reached in Tokyo. SEE ALSO <a href="https://www.businessinsider.in/tech/news/google-is-now-using-chrome-as-another-security-layer-for-account-sign-ins/articleshow/84975356.cms">Google is now using Chrome as an added security layer for account sign-ins</a> <a href="https://www.businessinsider.in/stock-market/news/how-to-check-allotment-status-of-glenmark-life-sciences-ipo/articleshow/84978486.cms">Glenmark Life Sciences IPO: How to check allotment status, listing date and more</a>

Tokyo Olympics: Indian wrestler Deepak Punia's coach's accreditation cancelled for allegedly assaulting a match official

Indian athletes, following their scintillating performance at the <keyword id="70415" type="General" weightage="50" keywordseo="birmingham" source="Orion">Birmingham</keyword> <keyword id="6354367" type="General" weightage="20" keywordseo="commonwealth-games" source="Orion">Commonwealth Games</keyword>, have started returning home from Birmingham to warm receptions, with the ubiquitous dhols, garlands and bouquets giving the IGI airport a festive look. Among those who have arrived since Monday night include the boxing contingent led by <keyword id="4223810" type="General" weightage="80" keywordseo="amit-panghal" source="Orion">Amit Panghal</keyword>, the athletics and wrestling teams and the para powerlifters, who returned to their <keyword id="63032" type="General" weightage="80" keywordseo="sports-authority-of-india" source="Orion">Sports Authority of India</keyword> (SAI) base in Gandhinagar. It was a truly memorable return for Deepak Punia and Sakshi Malik and the entire wrestling contingent when it touched down here, with the celebrated grapplers being mobbed the moment they entered the arrival lounge. "Our Dhakad (braveheart) Wrestlers Are Back. <keyword id="771774" type="General" weightage="50" keywordseo="indian-wrestling" source="Orion">Indian Wrestling</keyword> contingent is back after a spectacular performance at #CommonwealthGames2022. Let's greet them with our wishes &amp; continue to #Cheer4<keyword id="3658" type="General" weightage="80" keywordseo="india" source="Orion">India</keyword>. Welcome back <keyword id="424169" type="General" weightage="80" keywordseo="champs" source="Orion">Champs</keyword>!" tweeted the Sports Authority of India, with a video of the players at the airport lounge being garlanded by fans. Led by gold medallist pugilist Amit Panghal, the boxing contingent too arrived in the early hours on Monday to a rousing welcome, with SAI tweeting, "Indian Boxing contingent is back home after a splendid display of grit, power, tenacity &amp; determination at #CommonwealthGames2022. Join us in welcoming them with your wishes &amp; continue to #Cheer4India. Welcome back Champs!" The wrestling, boxing and athletics contingents arrived in India around the time the closing ceremony was taking place in Birmingham. The <keyword id="59608" type="General" weightage="50" keywordseo="indian-olympic-association" source="Orion">Indian Olympic Association</keyword> (IOA) had initially planned to have a top wrestler and a boxer as the flag-bearers during the closing ceremony, but since their events ended early, they boarded the flights back to India. In the event, celebrated India table tennis player <keyword id="6363475" type="General" weightage="80" keywordseo="achanta-sharath-kamal" source="Orion">Achanta Sharath Kamal</keyword> and boxer Nikhat Zareen did the honours on the closing day. The hockey, badminton and table tennis contingents are expected to return later on Tuesday. SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/sustainability/news/plea-against-damage-to-the-trees-during-road-construction-delhi-hc-issues-notice/articleshow/93450582.cms">Plea against damage to the trees during road construction; Delhi HC issues notice</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/most-people-have-at-least-two-or-more-unused-phones-at-home-says-survey/articleshow/93451014.cms">Most people have at least two or more unused phones at home, says survey</a>

Dhols, garlands and bouquets for Commonwealth Games winners coming home

<ul><li>After international sporting events saw a long hiatus, <keyword id="395647" type="SPORT" weightage="20" keywordseo="Tokyo-Olympics">Tokyo Olympics</keyword> began on July 23. However, with it came Covid scare. Last week, the number of positive cases breached the 100-mark.</li><li>Owing to the influx of participants from around the world, Tokyo Olympics could turn into a Covid-19 superspreader event and many are calling for the games to be cancelled amid safety concerns. During such volatile times, brands who advertise might face backlash for supporting the games that could be a threat to many lives.</li><li><keyword id="6374528" type="ORGANIZATION" weightage="20" keywordseo="toyota">Toyota</keyword>, for instance, has already pulled the plug on advertising and Coca-Cola said that it wouldn't be deploying any physical Olympic activations in Japan.</li><li>So, with subdued interest in the Olympics, is it best for brands to conserve the marketing spends till consumers spend and sentiment picks up? Is there a chance of their sponsorship backfiring and coming across as insensitive and tone deaf? We speak to brand experts to find out.</li></ul>After a year’s delay, the once-in-four-years summer sporting event Olympics, finally began on July 23, sans spectators. However, COVID-19 infections in Tokyo also continue to rise. According to PTI, it breached the 100-mark on Friday, with 19 more participants testing positive for the infection. The Czech contingent seemed among the worst hit after a fourth athlete Road Cyclist, Michal Schlegel tested positive for the virus. Apart from that, three athletes, 10 Games-concerned personnel, three media persons and contractors associated with the event have been found positive. Consumers have expressed mixed feelings of terror and hope. Due to the influx of participants from around the world, Tokyo Olympics could turn into a Covid-19 superspreader event and many are calling for the games to be cancelled amid safety concerns. During such volatile times, brands who advertise might face backlash for supporting the games that could be a serious threat to many lives. For the same reason, international auto brand Toyota has already pulled the plug on its Olymoc association and Coca-Cola has said that it won't be deploying any physical Olympic activations in Japan. If the number of athletes testing positive goes up, like Indian Premier League, the games might be called off. At the same time, the NBA had 48 positive cases within one week of testing before the season, but the league still went ahead. However, with the Olympics, there is a lot at stake. According to The New York Times, these are said to be the most expensive Olympics in history, and the year-long delay has only added to the budget, $15.4 billion to be precise. If the event is cancelled, IOC may have to refund around $4 billion. Despite the trepidation, brands remain unshaken. In India, we have one of the largest contingents this time with 120 athletes from 85 disciplines and brands are going all out to support them. The Indian Olympic Association (IOA) has signed Edelweiss, INOX Group and Nippon Paint as national sponsors. Amul, Raymond and JSW Group are game partners. Raymond has come onboard as the official styling partner. According to media reports, MPL Sports Foundation became the principal sponsor after signing a deal for Rs 80 million that covers the Tokyo Olympics and Asian and Commonwealth Games next year. Oakley, Mia by Tanishq, Visa India, Bharat Petroleum Corporation Limited, Puma India and sponsors JSW, Omega, BridgeStone and Rin have already launched ads to celebrate athletes representing our country at an international stage. “A big question that stresses brands sponsoring the Olympics is whether their continuance may come across as being insensitive to the havoc that Covid has caused and continues to do so,” said Lloyd Mathias, Business Strategist and former Asia-Pacific Marketing head of HP. “Many people around the world feel that the IOC’s decision to continue holding the Games is inappropriate and seems tone deaf to the reality on the ground. Brands that are associating with the Olympics must stay watchful in their communication and ensure that their brand stays empathetic to the devastating impact that the pandemic has caused, while celebrating sporting excellence. Also, supporting the Indian contingent is always a worthy cause,” added Mathias. But will they get the best bang for their buck? N. Chandramouli, CEO, TRA Research said, “There is a lot of controversy regarding the hosting of the games now. Many think it would have been appropriate to postpone the Olympics by a year, but the cascading impact on the organizers and host country would have been financially devastating to force this decision. It's being called the $20 Billion bust for Japan as the money spent on the stadia will largely go unused. Hosting the Olympics in the middle of the pandemic will leave many sponsoring brands in a quandary if they will get ROI for the money spent. When the host-country Japanese brands are pulling back from advertising, including the Olympic title sponsor, Indian brands will likely do no different. The key mantra to survive Covid as a business is to keep the marketing powder dry, so as to be able to use it at the time when it is likely to give the maximum returns. With subdued interest in the Olympics it is best brands conserve the marketing spends till consumer spends pick up.” Chandramouli said that brands should support a few players/games, in which the likelihood of India winning is high. This once-in-four-years sporting event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. It brings an opportunity for Indian brands to be present on a global platform supporting Indian athletes that elicits feelings of national pride and togetherness. Albeit, low or no spectator events and a lower advertiser interest is likely to have a lower revenue for the games and casual watchers might opt-out. “Viewers have been deprived of quality live sport for much of 2020, though the last few months have been good. Also, many brands are looking at the next few months to ramp up their marketing given that the Covid second wave is behind us and hopefully the third wave will not be as severe. Also, with the festive season fast approaching this makes for a great TV property,” said Mathias. For brands that have associated with the summer games, Harish Bijoor, Founder, Harish Bijoor Consult advised to stay clear of on-ground activations. Bijoor said, “I do believe the Tokyo Olympics should have been scrapped altogether at the altar of the Pandemic. Sadly, that is not to be. My advice to brands would be to use the event as a pure digital property and avoid all on-ground activation. No brand wants to be associated with the image of a superspreader sponsor. Brands must therefore stay cautious. Yes, brands want to get viral, but Covid is not the virus to ride!” Overall, brand experts advise brands to be careful of their messaging, be more active on digital mediums to reach out to global sports fans and only associate with clear-winning games.

With rising COVID-19 cases associated with the Olympic Games, will brands get the most bang for their buck?

From the moment Bollywood actor <keyword id="6354583" type="PERSON" weightage="40" keywordseo="Salman-Khan">Salman Khan</keyword> was announced as the goodwill ambassador of India's contingent for the <keyword id="514564" type="UNKNOWN" weightage="20" keywordseo="2016-Rio-Olympics">2016 Rio Olympics</keyword>, Twitter was divided into two factions: Salman vs sports. 
 The <keyword id="59608" type="ORGANIZATION" weightage="20" keywordseo="Indian-Olympic-Association">Indian Olympic Association</keyword> (IOA), which invited brick-bats over its decision to appoint Salman, clarified that Salman was the biggest Bollywood star in the country and the key objective of bringing him on board was to draw maximum attention from the masses and popularizing Olympic sports in the country. 
 
However, sports enthusiasts voiced out their dissent over ignoring and not appointing legendary sportspersons as ambassadors and mocked Salman and IOA on Twitter. 
 The news did not go well even with the sporting personalities such as wrestler <keyword id="157783" type="PERSON" weightage="40" keywordseo="Yogeshwar-Dutt">Yogeshwar Dutt</keyword> and Milkha Singh. 
 
Dutt, who has qualified to represent India at the Olympics that will start in August, took to Twitter to voice his opinion, which was supported by sports lovers and denounced by Salman fans. 
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Ambassador का क्या काम होता है कोई मुझे बता सकता है क्या. क्यूँ पागल बना रहे हो देश कि जनता को.😡 <a href="https://t.co/vtjb0XWdP8">https://t.co/vtjb0XWdP8</a>
	— Yogeshwar Dutt (@DuttYogi) <a href="https://twitter.com/DuttYogi/status/723856610959974400">April 23, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		PT Usha,Milkha Singh jaise bade sports star hai jinhone kathin samay me desh ke liye mehnat ki. Khel ke kshetra me Es ambassador ne Kya kiya
	— Yogeshwar Dutt (@DuttYogi) <a href="https://twitter.com/DuttYogi/status/723918030753902594">April 23, 2016</a></blockquote>
Salman’s fans, on the other hand, fought tooth and nail to prove their point why the actor was the best choice. 
 
Now, both the factions are fighting with each other. Here’s what is happening on Twitter 
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Salman’s qualifications as India’s Goodwill Ambassador for the Olympics <a href="https://twitter.com/hashtag/HitsAndRuns?src=hash">#HitsAndRuns</a> <a href="https://twitter.com/hashtag/ChampionShooterAlso?src=hash">#ChampionShooterAlso</a> <a href="https://twitter.com/hashtag/ArreSpoof?src=hash">#ArreSpoof</a> <a href="https://t.co/sqefaUdIWE">pic.twitter.com/sqefaUdIWE</a>
	— Arré (@ArreTweets) <a href="https://twitter.com/ArreTweets/status/724545280272535552">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/hashtag/Sultan?src=hash">#Sultan</a> - India's only Sportsperson with reeeeeeeal talent! <a href="https://twitter.com/hashtag/SalmanOlympics?src=hash">#SalmanOlympics</a> <a href="https://t.co/iQLTAWPq4p">pic.twitter.com/iQLTAWPq4p</a>
	— chagas ferdinando (@havesomechips) <a href="https://twitter.com/havesomechips/status/724525845306572800">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Salman can hit, run and shoot. what else do you need from a sports ambassador ;). <a href="https://twitter.com/hashtag/SalmanOlympics?src=hash">#SalmanOlympics</a>
	— Devanshu (@devanshu09) <a href="https://twitter.com/devanshu09/status/724521303827423232">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Juggling the belt will now be the official sport of India. <a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a>
	— Kartik Sadvij (@Funny_Sandvij) <a href="https://twitter.com/Funny_Sandvij/status/724452876312023040">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		"Sultan", I mean Salman is just going as a "Bodyguard" . So guys Just chill, chill, just chill <a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a>
	— sunshineG (@itsjustgayatri) <a href="https://twitter.com/itsjustgayatri/status/724428995542978560">April 25, 2016</a></blockquote>
 
 
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Salman khan to be brand ambassador in the Olympics , thumbs up, taste the blunder .<a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a> <a href="https://twitter.com/hashtag/SalmanKhan?src=hash">#SalmanKhan</a> <a href="https://twitter.com/hashtag/thumbsup?src=hash">#thumbsup</a>
	— Krishna subramanian (@brainsecretions) <a href="https://twitter.com/brainsecretions/status/724295736070836224">April 24, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a> <a href="https://twitter.com/BeingSalmanKhan">@BeingSalmanKhan</a> kite flying isn't Olympic sport buddy but enough to lead Indian Olympic team. Kill it <a href="https://t.co/OVgPfc1XfB">pic.twitter.com/OVgPfc1XfB</a>
	— Mohan Polamar (@mopolymer) <a href="https://twitter.com/mopolymer/status/724290807293865984">April 24, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a> 
		good decision to choose him as an ambassador for 2016 Roi Oly. His popularity definitely help to promote sports in India.
	— Samir Samaddar (@SamaddarSamir) <a href="https://twitter.com/SamaddarSamir/status/724264474174062592">April 24, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/BeingSalmanKhan">@BeingSalmanKhan</a> is the most popular star today and so good for <a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a> go for it &amp; why create a story for media?
	— Prakash Gaba (@PrakashGaba) <a href="https://twitter.com/PrakashGaba/status/724524517092003841">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Its d Bollywood stars who accentuate the life of less known sportsmen by filming their biographies.Cheers to <a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a> <a href="https://twitter.com/BeingSalmanKhan">@BeingSalmanKhan</a>
	— Radhika Oberoi Mehta (@Radhika2032) <a href="https://twitter.com/Radhika2032/status/724517208672579584">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		<a href="https://twitter.com/PramodSpeaks">@PramodSpeaks</a> we love you Salman khan till our last breath, <a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a>
	— HaPpiNeSs Is SaLmAn (@BeingAman93) <a href="https://twitter.com/BeingAman93/status/724506954953945088">April 25, 2016</a></blockquote>
 
 
<blockquote class="twitter-tweet" data-lang="en">
	
		Have a wrestling match between Salman and Yogeshwar to decide who becomes Olympic ambassador <a href="https://twitter.com/BeingSalmanKhan">@BeingSalmanKhan</a> <a href="https://twitter.com/DuttYogi">@DuttYogi</a> <a href="https://twitter.com/hashtag/SalmanForRio?src=hash">#SalmanForRio</a>
	— Gaurav Sood (@gauravkaransood) <a href="https://twitter.com/gauravkaransood/status/724495345481330688">April 25, 2016</a></blockquote>

A war is raging on Twitter over Salman Khan’s appointment as the goodwill ambassador for 2016 Rio Olympics

<ul><li><keyword id="2449644" type="General" weightage="20" keywordseo="Vinesh-Phogat" source="Orion">Vinesh Phogat</keyword> has been disqualified from the Paris Olympics for being overweight.</li><li>The Indian wrestler was found 100 grams overweight on Wednesday.</li><li>Phogat had defeated World No. 1 Yui Susaki in the opening round on Tuesday.</li></ul> In a blow to India’s hopes for a gold medal at the Paris Olympics 2024, Vinesh Phogat was on Wednesday disqualified from the Finals for being found overweight ahead of her women's 50kg final. The wrestler was found to be ineligible to compete in the 50kg class as she was 100 grams overweight and despite the best efforts of her team, the wrestler missed the required weight on Wednesday. "She was found overweight by 100gm this morning. The rules do not allow this and she has been disqualified," said an Indian coach. Vinesh had scripted history by becoming the first Indian woman wrestler to reach the gold medal in Tuesday night's event. She had defeated World No. 1 Yui Susaki, who had an unbeaten run of 82 games and was the defending Olympic and world champion. "It is with regret that the Indian contingent shares news of the disqualification of Vinesh Phogat from the Women’s Wrestling 50kg class. Despite the best efforts by the team through the night, she weighed in a few grams over 50kg this morning. No further comments will be made by the contingent at this time. The Indian team requests you respect Vinesh’s privacy. It would like to focus on the competitions on hand," the Indian Olympic Association said in a statement. <h2>Vinesh Phogat to be placed last</h2>Despite being in the permissible weight category on Tuesday when she won her other games, Phogat will now be placed last and will not win any medal. India reportedly plans to protest this decision. According to the world wrestling body, a wrestler who misses the weight limit is disqualified and relegated to the last place. <h2>What are the weigh-in rules?</h2>According to the rules, weigh-in takes place in the morning ahead of their match. For each weight class, the games are completed in two days and wrestlers are required to make the weight on both days. “Vinesh, you are a champion among champions! You are India's pride and an inspiration for each and every Indian. Today's setback hurts. I wish words could express the sense of despair that I am experiencing. At the same time, I know that you epitomise resilience. It has always been your nature to take challenges head on. Come back stronger! We are all rooting for you,” Prime Minister Narendra Modi said in a post on X. SEE ALSO:<a href="https://www.businessinsider.in/stock-market/news/ola-electric-ipo-allotment-how-to-check-allotment-ipo-gmp-listing-date-and-more/articleshow/112319824.cms" target="_blank"></a> <a href="https://www.businessinsider.in/stock-market/news/ola-electric-ipo-allotment-how-to-check-allotment-ipo-gmp-listing-date-and-more/articleshow/112319824.cms" target="_blank">Ola Electric IPO allotment – How to check allotment, IPO GMP, listing date and more</a><a href="https://www.businessinsider.in/sports/news/neeraj-chopras-paris-olympics-journey-to-begin-with-qualification-round-today-top-rivals-to-look-out-for/articleshow/112311760.cms" target="_blank"></a> <a href="https://www.businessinsider.in/sports/news/neeraj-chopras-paris-olympics-journey-to-begin-with-qualification-round-today-top-rivals-to-look-out-for/articleshow/112311760.cms" target="_blank">Neeraj Chopra qualifies for finals with a first throw of 89.34m – top rivals to look out for</a><a href="https://www.businessinsider.in/business/auto/webstories/top-10-selling-cars-in-india-in-july-2024/slidelist/112337262.cms" target="_blank"></a> <a href="https://www.businessinsider.in/business/auto/webstories/top-10-selling-cars-in-india-in-july-2024/slidelist/112337262.cms" target="_blank">Top 10 selling cars in India in July 2024 – 6 out of 10 are from Maruti Suzuki</a>

Vinesh Phogat disqualified from Olympics final for being overweight

Paris [France], August 4 (ANI): India's two-time Olympic bronze medallist <keyword id="20241095" type="General" weightage="100" keywordseo="Manu-Bhaker" source="keywords">Manu Bhaker</keyword> is set to be <keyword id="485496" type="General" weightage="20" keywordseo="Indias-flagbearer" source="Orion">India's flagbearer</keyword> in the <keyword id="21485167" type="General" weightage="20" keywordseo="closing-ceremony" source="keywords">closing ceremony</keyword> of the <keyword id="4833237" type="General" weightage="20" keywordseo="Paris-Olympics" source="Orion">Paris Olympics</keyword>. The Indian Olympic Association (IOA) sources stated that Bhaker will be India's women's flagbearer in the closing ceremony. India's men's flagbearer for the ceremony is yet to be confirmed. The closing ceremony of the Paris <keyword id="19933819" type="General" weightage="20" keywordseo="Olympics" source="keywords">Olympics</keyword> will take place on August 11. Bhaker brought her A-game in Paris and broke numerous accolades to claim two bronze medals in the Summer Games. The Paris Olympics has been a redemption for the 22-year-old shooter. During the 10m air pistol qualification round in the Tokyo Olympics in 2021, her gun malfunctioned, which led to a loss of time. She was left with a very short amount of time to carry out her quota of shots. She missed the top-eight finish required to qualify for the final round and finished in the 12th spot. Bhaker opened India's medal tally in the ongoing Olympics after she secured third place in the women's individual 10m Air pistol event. Following that, Sarabjot Singh and Bhaker won the Bronze medal in the 10m air pistol (mixed team) event. She had a shot at returning with three medals from Paris. But in her final event, she narrowly missed out on the historic grand treble and finished fourth in the women's 25m pistol shooting event. She missed out on the opportunity to become the first Indian to win three medals at the Olympics. Bhaker is the first athlete from the Indian contingent after independence to get two medals in a single edition of the Paris Olympics. Earlier in the 1900 Olympics, Norman Pritchard won two medals while representing India, both silver in the 200m and 200m hurdles. Bhaker also joined an elite group of athletes to have multiple individual medals at the Olympics: PV Sindhu (badminton silver at Rio 2016 and bronze medal at Tokyo 2020) and Sushil Kumar (wrestling bronze at the 2008 Beijing Olympics and silver medal at the 2012 London Olympics).

Star shooter Manu Bhaker set to be India's flagbearer in Paris Olympics 2024 closing ceremony

Celebrated wrestler <keyword id="19895499" type="General" weightage="100" keywordseo="Vinesh-Phogat" source="keywords">Vinesh Phogat</keyword> on Saturday received a grand welcome on her return to the country with hundreds of supporters gathering outside the <keyword id="20219207" type="General" weightage="20" keywordseo="IGI-airport" source="keywords">IGI airport</keyword>, showing immense solidarity with her. Stars such as <keyword id="19910804" type="General" weightage="20" keywordseo="Bajrang-Punia" source="keywords">Bajrang Punia</keyword>, <keyword id="19895495" type="General" weightage="20" keywordseo="Sakshi-Malik" source="keywords">Sakshi Malik</keyword> and panchayat leaders received Vinesh, who endured a heartbreaking exit at the Paris <keyword id="19933819" type="General" weightage="20" keywordseo="Olympics" source="keywords">Olympics</keyword>, where she was disqualified for being overweight on the day of her 50kg final. Heavily garlanded, Vinesh stood in an open Jeep and thanked all the supporters."I thank the entire country," she said, her hands folded in humility. There was a thick security cover as Phogat, who was found 100 grams overweight just before the Olympic finals, landed in the national capital. Vinesh's caravan left for her native village Balali in Haryana, and on the way she met her supporters, positioned at different spots. A group of 50 followed her jeep. They offered prayers at a temple in Delhi's Dwarka before continuing their journey towards Balali. Vinesh had stayed back in Paris after challenging her disqualification in the Court of Arbitration for Sport (CAS) and demanding a joint silver. The application was dismissed on Wednesday. "She has come back to her country after such a long time. She is very emotional also. She will spend time with family and calm herself. What Vinesh has done for women is praiseworthy. She might not have received a medal, but she is a champion for us," said Sakshi Malik. London Olympics bronze medal-winning shooter Gagan Narang, who was the chief de mission of the Indian contingent in Paris, called her a champion, posting a photo with Phogat at the Paris airport. Both of them were on the same flight to Delhi. "People are waiting to welcome her at our village. People are exciting to meet Vinesh and encourage her," her brother, Harvinder Phogat said. The feisty wrestler, in her first reaction after her disqualification, on Saturday said that under "different circumstances" she could see herself competing till 2032 because she still has a lot of wrestling left in her, but is now unsure about her future as things "might never be same again". Vinesh had announced her retirement from the sport after her disqualification. In an emotional post on social media, Vinesh shared her childhood dream, the hardships she faced after losing her father and also put on record the contribution made by people in her extraordinary journey that ended in heartbreak in Paris.

Vinesh Phogat returns to hero's welcome after Paris heartbreak

<keyword id="232713" type="General" weightage="100" keywordseo="hangzhou" source="Orion">Hangzhou</keyword> (China), <keyword id="3658" type="General" weightage="80" keywordseo="india" source="Orion">India</keyword>'s campaign for excellence in the Paris <keyword id="6450929" type="General" weightage="50" keywordseo="olympic-games" source="Orion">Olympic Games</keyword> next year faces some crucial tests starting from Saturday when the 19th <keyword id="84384" type="General" weightage="80" keywordseo="asian-games" source="Orion">Asian Games</keyword> officially kick off in Hangzhou, China. India has set itself an ambitious target of achieving medals in double digits for the first time in the Paris Olympic Games in 2024 and the 19th Asian Games not only present an opportunity to assess the preparation of its athletes but also provide Olympic qualification quotas in some sports. Postponed by a year due to the COVID-19 pandemic that swept across China last year, the 2022 Asian Games are being conducted within the qualifying period for Olympic Games in all sports and thus provide opportunities for sportspersons to book their berths to France. Indian sportspersons in many sports including men's and women's hockey, table tennis and boxing will get a chance to qualify for the Olympics at Hangzhou. With the Central Government pumping in huge sums to fulfil its dream of Olympic excellence, India is expecting to achieve its best-ever medal haul in the Asian Games at Hangzhou. India's previous best medal haul in the Continental Jamboree has been the 70 medals bagged in Indonesia four years back in 2018. Its campaign spearheaded by the likes of Olympic and World Championship gold medallist javelin thrower Neeraj Chopra, two-time World Champion boxer Nikhat Zareen, Olympic bronze medallist boxer Lovlina Borgohain, men's doubles tennis legend <keyword id="12295" type="General" weightage="50" keywordseo="rohan-bopanna" source="Orion">Rohan Bopanna</keyword>, chess champs Koneru Humpy, D Gukesh, R Praggnanandhaa, two-time Olympic medallist PV Sindhu in badminton and table tennis legend Achanta Sharath Kamal, India go into the Hangzhou Asian Games in bullish mood, hoping to challenge the Asian superpowers China, Japan, South Korea and Iran and finish fifth or above. Besides hoping to win its first gold medal since 2014, the Indian men's hockey team will be hoping to clinch a direct berth in the Paris Olympics by winning the gold medal in Hangzhou. The women's hockey team led by goalkeeper Savita Punia has landed in China to not only clinch its berth for Paris 2024 but also bag its first gold medal in the Asian Games since 1982 when women's hockey made its debut in the continental extravaganza. The women's hockey team led by Rajbir Kaur won the title at home in New Delhi and since then India have claimed silver medal twice -- in 1998 and 2018 -- and bronze medal thrice -- in 1986, 2006 and 2014. The team has finished fourth on four occasions. Overall India have won 671 medals in the 19 editions of the Asian Games so far -- 155 gold, 200 silver and 316 bronze medals. The Ministry of Youth Affairs, the Sports Authority of India (SAI) and the Indian Olympic Association (IOA) are hoping to add a substantial chunk of medals to the kitty at Hangzhou and maybe cross the 100-medal mark. Though that may look like a tall order considering the country's best effort so far has been 70 in 2018, it does not sound like an impossible target considering the recent performances by the Indian sportspersons in recent times and the new sports that have been added to the programme here at Hangzhou. India hopes to garner most of its medals from athletics, its bread-and-butter sport at the Asian level, shooting, boxing, wrestling, tennis, rowing and sailing. With esports making its debut as a medal sport in Hangzhou and chess returning to the Games for the first time since 2010, India will also be hoping to bag some medals in badminton, squash, table tennis, taekwondo, judo, wushu and equestrian. The country has sent in a huge Contingent of 921 which includes 655 athletes and 260 coaches and support staff. Competitions have already started in men's and women's football, sailing, rowing, cricket, table tennis, volleyball and beach volleyball. The medal hunt will start on September 24, the day after the Games are officially declared open, with shooters providing the first medal for Another reason for aiming for a rich medal haul at Hangzhou is that India hopes to organise the Asian Games for the third time in the next few years. A rich medal haul at Hangzhou will also boost the country's image and get support for hosting the event for the third time after 1951 and 1982. Can Hangzhou be a stepping stone for Indian sports on way to excelling at Paris 2024 and organising the Asian Games soon? The result will be out on October 8, when the 19th Asian Games will come to a close.

Asian Games: At Hangzhou, India on a quest for excellence and preparing for Paris 2024

<ul><li>Sony Sports has played a key role in bringing non-cricket sports to India.</li><li>This year, Sony Sports is the official broadcaster of the once-in-a-four-year global sports event, Tokyo Olympics.</li><li>Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India tells us how the broadcaster is trying to popularize other sports in India, its plans to immerse consumers with innovative marketing and more.</li></ul>With the lockdown being enforced, subsequent stoppage of play on the field and IPL getting postponed, advertisers have been starved of a good sporting tournament. After the pandemic, many sports properties have either been cancelled or postponed, directly affecting India’s ad revenue and sponsorship pie. While India’s most worshipped sport, cricket, still dominates viewership and sponsorship, <keyword id="3132005" type="PERSON" weightage="20" keywordseo="Sony-Pictures-Network">Sony Pictures Network</keyword> (SNP) has given its fans more choices between sporting events and SonyLiv has given them options in terms of what, when and how much to watch, leading to a rise in demand for subscription viewing in live sports. After a long, dry spell, millions of Indians are expected to tune into Tokyo Olympics this year. Sponsors and brands have also started seeing the Olympics as the one occasion to capitalise on the media and consumer attention. As a result, Sony Sports has seen an uptick in demand from sponsors and advertisers across categories for the summer games. To help its advertisers get the best bang for their buck, SPN launched an ‘innovative’ advertising format ‘Split-screen ads,’ which has <a href="https://twitter.com/Archit_0106/status/1418542834395729923">gained </a><a href="https://twitter.com/PrashantMUFC/status/1420988968238161920">mixed </a><a href="https://twitter.com/LifeIsAnElation/status/1418552243893116935">reviews </a>on social media. We caught up with Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India to further understand what kind of response the broadcaster and streaming player has seen from advertisers and sponsors, how it is trying to increase non-sporting events’ viewership in india <cmsannotation type="cmsannotation" annotationid="Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?" text="Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?">Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?</cmsannotation> Indians have always been extremely supportive of the Indian athletes when they compete at a global stage. Their performances are celebrated as it is a huge thing to even get to participate, let alone winning a medal at Olympics. More and more business houses/organizations/brands have started promoting various athletes and or Indian contingent. Sports in India is growing dramatically as an entertainment option beyond just cricket. This year. Sony Sports has embarked on a mission to popularize the athletes participating in the <keyword id="7932992" type="UNKNOWN" weightage="20" keywordseo="olympic-games-tokyo-2020">Olympic Games Tokyo 2020</keyword> and to make them household names. Sony Sports launched the grandest ever campaign in the history of Indian Olympics, Hum Honge Kamyab to galvanize the whole nation to cheer for the India contingent. From the honorable Prime minister of India himself to the sports minister as well as industrialists, sports personalities, philanthropists, Bollywood Superstars, Youtube influencers joined us in our endeavor. Sony Sports has collaborated with the Ministry of Youth Affairs and Sports as well as eminent personalities and joining the brigade are Union Minister for I&amp;B and Youth Affairs &amp; Sports, Shri Anurag Thakur, General Bipin Rawat, Chief of Defence Staff and Chairman Chiefs of Staff Committee and Mr. N.P. Singh, MD &amp; CEO, Sony Pictures Networks India, along with Amitabh Bachchan, Akshay Kumar, Anupam Kher, Sajjan Jindal, Sudha Murty, Nita Ambani, Gautam Adani, Rana Daggubati, Yuvraj Singh, Anjali Bhagwat, Parth Jindal, Boman Irani, Farhan Akhtar, Sonakshi Sinha, Johnny Lever, Ali Fazal, Adille Sumariwala, Arshad Warsi, Pullela Gopichand, Vijender Singh, Anjali Bhagwat, Harsha Bhogle, Shankar Mahadevan, Anurag Basu, and many more to catalyze the Olympic momentum in the nation for the landmark event. This was unprecedented and Sony Sports’ efforts have pumped up the volume of Olympics in India and the #Olympicsjosh decibels have gone up to another level. <div type="Youtube" id="-bnwo0ezgQE" title="Watch PV Sindhu, Manu Bhaker, Mary Kom, Deepak Kumar, Hockey (M) &amp; others LIVE, TOM, July 25 on Sony" thumbUrl="https://i.ytimg.com/vi/-bnwo0ezgQE/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Q. Can you tell us what kind of interest you have seen from advertisers and brands?" text="Q. Can you tell us what kind of interest you have seen from advertisers and brands?">Q. Can you tell us what kind of interest you have seen from advertisers and brands?</cmsannotation> We have received a phenomenal response from advertisers and we have got sponsors on board across categories like beverages, FMCG, education, automobiles, banking, finance, gaming, sports foundations amongst others. The sponsors are Coca-Cola India Pvt. Ltd., LIC, JSW, MPL, Hero MotoCorp, Amul, Reserve Bank of India, AMFI and other advertisers include Visa, Byju’s, Adani Group, Herbalife Nutrition &amp; Lenovo and more. <cmsannotation type="cmsannotation" annotationid="Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?" text="Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?">Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?</cmsannotation> We expect great Sports like Wrestling, Shooting, Archery and Hockey, which have also done extremely well on TV in the past, due to the medal winning performances by Indian Athletes. Additionally, there has been high interest to watch Athletics and Gymnastics, owing to the visually engaging nature of the sports. During the 2016 Rio Olympics, Badminton had the highest viewership owing to PV Sindhu winning a silver medal. The final match between PV Sindhu and Carolina Marin was watched by 42 million viewers across the country. This year, we have our largest contingent ever of 127 athletes travelling to Tokyo and the whole nation will want to support and watch our athletes in the various sports disciplines they are competing in like boxing, wrestling, tennis, athletics, badminton, hockey, shooting, archery, weightlifting, Equestrian, Table tennis and more. Some of the athletes that the audiences are already looking out for are Manu Bhaker and Saurabh Chaudhary in shooting, Vinesh Phogat and Bajrang Punia in wrestling, Amit Panghal and Mary Kom in boxing, Deepika Kumari and Atanu Das, PV Sindu in badminton and more. Also, for the first time, we will see participation in fencing with Bhavani Devi and Fouaad Mirza making it to the equestrian event which will also attract audiences. Additionally, to reach out to a wider audience and engage viewers across India, Sony Sports will have a Live wraparound studio show called SPORTS EXTRAAA with a distinguished panel that comprising former Olympians and legendary Indian athletes like Vijender Singh, Gagan Narang, Karnam Malleswari, Anjali Bhagwat, Anju Bobby George, Sakshi Malik, Viren Rasquinha, Somdev Devvarman, Trupti Murgunde, Rahul Banerjee, Kripa Shankar and Satish Shivalingam. We will also have the world-renowned Sprinter and four-time Olympic medalist, Yohan Blake, considered to be the second fastest man after Usain Bolt as a marquee expert on the show. The comprehensive coverage for the global event will be broadcast LIVE in four languages: SONY TEN 2 and SONY SIX channels in English, SONY TEN 3 channels in Hindi and in Tamil &amp; Telugu on the newly launched SONY TEN 4 channels. <cmsannotation type="cmsannotation" annotationid="Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?" text="Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?">Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?</cmsannotation> The Olympic Games is an extremely premium global sporting event, the greatest show on earth with 200+ countries, 11000+ athletes across 339 events in 33 different sports, encompassing a total of 50 disciplines. As I mentioned earlier, this year, we have rolled out the grandest campaign for this showcase event involving 30+ luminaries across the country. The sheer association to the Olympics for any brand will create and drive great brand perception and awareness value. We have offered value-based propositions to our clients and have ensured that we amplify their associations with athletes in the Indian contingent which they might be sponsoring. The brands have also been given the opportunity to ride on the back of the amazing build- up programming which we have locally produced adding to the brands association and visibility. Series like “Torch bearers” are resonating well with our audiences. We are also excited to offer a new breakthrough innovation “Split Screen” advertisement opportunity during the live broadcast. This will help the brands break away from the clutter and amplifies the brand’s visibility manifold without intruding into the viewing experiences of our audiences. This new technology is a game changer and will surely get the best ROI for our key sponsors. <cmsannotation type="cmsannotation" annotationid="Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?" text="Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?">Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?</cmsannotation> While Indian Cricket will dominate viewership and revenues, Sony Sports has been consistently making efforts to massify and popularize other sports. Sony Sports is a global multi-sporting arena and sports marketing here, is not only talks to the purists but also focuses on attracting fence-sitters and newer audiences to join the Sony Sports community. This has paid off and every year our viewership for sports like WWE, UFC, football properties like UEFA Champions League and non-India cricket is steadily growing. Even the recently concluded UEFA EURO 2020 on our sports channels has seen massive growth compared to the last edition in 2016 by almost 70% Sports as an entertainment quotient is only going to grow.

Sony Sports has embarked on a mission to popularize the athletes participating in the Olympic Games Tokyo 2020 and to make them household names: Rajesh Kaul of SPN

<ul><li>With one Gold, two silver and four bronze, India recorded its best-ever medal haul at the Tokyo Olympics this year, which ended on Sunday.</li><li>As the Tokyo Olympics came to an end, we talk to experts to find out who will land the most <keyword id="6359405" type="UNKNOWN" weightage="20" keywordseo="brand">brand</keyword> endorsement deals, and whether the new players will become as attractive to brands as someone like <keyword id="501707" type="ORGANIZATION" weightage="20" keywordseo="PV-Sindhu">PV Sindhu</keyword>.</li></ul>This year at the Tokyo Olympics, Mirabai Chanu, Neeraj Chopra, Ravi Kumar Dahiya, PV Sindhu, Lovlina Borgohain, Bajrang Punia brought joy to a billion hearts by bringing home one gold, two silver and three bronze medals. India’s hockey team also clinched a bronze after 41 years. This was the first time that India has managed to secure seven medals across varied sporting events. India also had the largest contingent ever of 127 athletes travelling to Tokyo who participated in 69 cumulative events across, the highest ever for the country. With this historic win, underrepresented athletes and sports are back in the limelight in the endorsement world. Indian brands also made sure that they leave no stone unturned in celebrating our athletes and their glorious win. The first athlete to bring back a medal for India this year was 26-year-old weightlifter, Mirabai Chanu. Shortly after her win, she was also offered free pizza for life by <a href="https://twitter.com/dominos_india/status/1418934590950027269">Domino's </a>and the brand garnered a lot of attention from the press and the internet for this gesture. Hospitality brand <a href="https://twitter.com/rohitisb/status/1424620158929162243">OYO </a>also offered women’s hockey team a chance to stay at any of their hotels in India. Apart from that, small start-ups to masters like Amul, brands made the most of our gold-winning moment at the global stage to congratulate Neeraj Chopra, who became independent India’s first Olympian to win a medal in athletics/track and field. According to Facebook, Neeraj Chopra was the second most mentioned athlete on its platform across the globe, whereas on Instagram, he was the most mentioned athlete globally. Over the years, we have seen brands spend the most on players from popular sports like cricket. While athletes get some screentime in ads closer to tournaments like Olympics, very few brands have long-term deals with most of these athletes, unless it is someone like a PV Sindhu, who has been around for a while now and has won many accolades and tournaments for the country. So with the curtains falling on Tokyo Olympics and the next Olympics games still being three years away, will brands bring the newer winners or even players who came really close to bringing medals home? This year, however, many of the athletes have received a lot of attention from brands. It was not just Sindhu or Neeraj Chopra, who aren’t new to the endorsement world; other new medalists Mirabai Chanu, Ravi Kumar Dahiya, Lovlina Borgohain and Bajrang Punia have also received an overwhelming response. Slowly and steadily, brands in India are branching out from cricket and looking to associate with budding sports stars to connect with the youth. We spoke to experts to find out who will land the most brand endorsement deals among the six medalists and hockey team. Aviral Jain- Managing Director, Duff &amp; Phelps - A Kroll Business said, “We think it will be a combination of both, though PV Sindhu now carries the tag of “She did it again,” which is unique and privileged. Other non-cricketing sports celebrities such as Hima Das, T. Gopi, Manika Batra, and Deepika Kumari have recently done well in terms of brand endorsements, driven by their splendid individual achievements on the field. Major brands like PepsiCo (PV Sindhu, Neeraj Chopra and Hima Das), Tanishq (Manika Batra and Deepika Kumari), and ASICS (Bajrang Punia, Sakshi Malik, etc.) have successfully associated with various non-cricketing celebrities, and with these non-cricketing wins at the Tokyo Olympics, we can surely expect a greater share of athletes in the advertisement campaigns going ahead.” Anjan Ghosh - Executive Vice President- Hansa Research also echoes these views. He said, “In all probability, more brands will sign up PV Sindhu; her brand standing has gone up substantially, having won medals in multiple Olympics. Brands that want to stand for consistency, fidelity, and grit will find Sindhu a compelling endorser. Also, those who wish to appeal to the young, aspiring women eager to achieve will try to harness Sindhu’s determination and intent and infuse these into their brand personality. The best part is that her success is not a flash in the pan; longevity is something that many brands aspire.” Sahil Chopra, Founder &amp; CEO- iCubesWire said that apart from Sindhu, India’s national sport might also gain more attention this year. “I guess it will be a mix of both known faces and new faces, but yes, the likes of PV Sindhu who have refreshed the memories, will have an edge over the new ones. Only exception to this could be hockey, being the national sport and the way it has captured people’s hearts in the past.” According to media reports, Sindhu currently has 10 deals with Bank of Baroda, Bridgestone Tyres, Visa India, Google, real estate firm Pooja Developers, Chinese sports brand Li Ning, Stayfree, PNB Metlife, Sharechat and Vizag Steel. Experts said that her brand value is likely to double after her incredible performance. But Sindhu is just getting started. The 26-year-old shuttler still has a long career ahead of her, and we expect to witness more iconic wins from her. TRA Research’s CEO, N. Chandramouli said, “PV Sindhu’s winning medals twice in succession is a phenomenal performance at the Olympics. Her value seems to have gone along with her second-time win, and would nearly double. She is young yet, and still has at least one more Olympic Games to look forward to, and so more years of sporting success ahead of her.” On whether Sindhu and Chopra will attract the most brand roles or will newer medalists also get a chance, he added, “All Olympic medal winners from India will gain, some a little more than others. The newer medalists are just starting off, so it's only natural that they will have to prove themselves consistently to see their brand value increase.” Jain also said that Sindhu’s fees and her popularity is likely to double. “Today, she is the undisputed queen of the Indian brand endorsement market (women sportspersons) with more than 10 endorsements and more than 7 million followers on social media. And we expect both the number of brand endorsements and the endorsement fee to increase significantly post her phenomenal success at the Tokyo Olympics, resulting in a significant increase in her brand value.” New-age brands are more likely to onboard the new medalists as their fees is substantially lesser than a seasoned athlete. Mirabai Chanu and Lovlina Borgohain, who recently won Silver and Bronze medals, respectively, in the Tokyo Olympics seem to have caught the attention of many brands. While Mirabai Chanu is currently associated with brands like Adidas and Mobil, her endorsement portfolio is expected to rise post her success at the Olympics. “Not all brands will look for Lovlina and Mirabai given the lesser fan-following for these sports (as compared to say badminton or hockey) – however, those brands that want to epitomize empowerment for women, a burning desire to break into the mainstream from the fringes, or stand up against many adversities may try to build a narrative around personalities like Lovelina / Mirabai. Categories that are looking for evolution through innovation / competing against the conventional might want to weave a story around such personalities – say, solar panels, unconventional energy, electric bikes etc,” said Ghosh. Is the sports ecosystem really changing? With cricket matches being limited this year, brands are banking on Olympic stars to gain consumer attention and stay relevant. However, cricket still gets the bigger piece of the pie. Sahil Chopra is eager to see a sporting ecosystem where all sports get their due, equal recognition. He said, “I would personally love to see the change and this will be good for the ecosystem as well as the audience. The current ecosystem is so cricket-centric at times it isn’t good for the brand recall when you end up seeing the same faces all the time.” Ghosh said that while there is certainly going to be a change in the fortunes of other Indian athletes/sports stars, especially with the surge in enthusiasm over sports other than cricket, and many will see better brand endorsement contracts coming their way – however, a significant difference might take more time. He said, “Not sure whether the sports marketing ecosystem has changed in a radical way – the support / patronage is still lukewarm; the efforts are still guarded. Other sports stars are enjoying higher popularity and getting better visibility but the gap with cricket is still painfully wide.” Jain told us how a marketer evaluates new endorsement opportunities looking at the extent of media coverage given to the sport, the tournament’s share in the national media broadcast, and finally, the degree of relevance a player has for the audience. So, it is important for new medalists to stay in the news. He said, “While the Indian arena has a wide range of sports being followed by the masses, cricket continues to dominate and maintain a strong hold on the endorsement front. Lately, with the advent of professional leagues (on the lines of the IPL) for other sports like kabaddi, football, badminton, etc., brands and advertisers are favorably looking at these non-cricketing opportunities. However, brand endorsements by non-cricketing sporting stars in India are largely driven by individual visibility; this is in comparison to endorsements for cricketing stars that could be “across the board.” Brands typically feature athletes for their grit, patience and determination, and this helps in targeting millennials and Gen Z who are seeking new aspirational figures. With multiple Olympic achievements this year across non-cricketing sports (badminton, hockey, boxing, wrestling and weightlifting), these sports stars will definitely get more attention going ahead.” After a historic performance at the Olympics this year, experts are hopeful that non-cricketing sports stars will also bag more brand deals. <div type="Article" hostid="261" msid="85102342" title="As PV Sindhu takes 20 brands to court for using her name and image without permission, here's how agencies and brands can be careful with moment-marketing in the future" mstype="2" mssubtype="0"></div>

Will the brandverse give equal attention to all medalists of Tokyo Olympics or will PV Sindhu be the biggest gainer?

It is never too late to rise and shine. As if to salvage India’s image that was lost when the country hosted the <keyword id="6354367" type="ORGANIZATION" weightage="100" keywordseo="Commonwealth-Games">Commonwealth Games</keyword> in 2010 in New Delhi, Indian sportspersons continue to shine in the medal race at the C’wealth Games being held in <keyword id="69738" type="CITY" weightage="100" keywordseo="Glasgow">Glasgow</keyword> this year. 
 Some of the media favourites like <keyword id="28211" type="PERSON" weightage="100" keywordseo="Abhinav-Bindra">Abhinav Bindra</keyword>, <keyword id="10633" type="PERSON" weightage="100" keywordseo="Sushil-Kumar">Sushil Kumar</keyword> and <keyword id="20664" type="PERSON" weightage="100" keywordseo="gagan-narang">Gagan Narang</keyword> have had a great showing. But Indians are a tad disappointed as shuttler Saina Nehwal, the country’s biggest medal hope, pulled out of the Games owing to fitness issues. 
 
The 215-strong Indian contingent participating in the Commonwealth Games 2014 has staged some excellent performances this year. Incidentally, controversies marred the last edition of the Games hosted by India four years ago and clearly took some shine off the excellent showing of Indian sports stars at that time. 
 
But this time around, hopes were as strong as the performances put up by Indians. Among the 6,500 sports persons representing 71 nations across 17 sports, India is sitting snug at the sixth spot. Although this is a ‘fall’ of sorts from the earlier ranking, India may very well finish with third or fourth highest medal tally. 
 
Some of the finest stories of non-celebrities evolving into heroes, based on their dedication, focus, hard work and commitment (laced with the smallest share of luck), are being written here. For instance, there is weightlifter Satish Kumar Sivalingam whom we hardly know. He hails from a poor family in Tamil Nadu, but has now secured his place in the hearts of millions by making his country proud. Sivalingam, a humble Railways employee, won the gold in men’s weightlifting 77kg category. 
 
However, India’s ace sharpshooters mostly called the shots in the medal hunt. Apart from Bindra winning the gold in men’s 10m air rifle and Narang settling for the silver medal in 50m rifle prone event, Jitu Rai bagged the gold medal in men’s 50m while Gurpal Singh followed him with the silver. 
 
Shooters and wrestlers came up with a stunning show at the Games, winning majority of the gold medals in India’s medal haul. Having won 41 medals in all, India has so far got 10 gold medals, 19 silvers and 12 bronzes. 
 
Wrestler Sushil Kumar, who carried the weight of India’s aspirations, will also return home to a hero’s welcome. He led the charge of Indian wrestlers who won three of the five gold medals up for grabs at the Scottish Exhibition and Conference Centre, the venue for wrestling competitions. 
 
Interestingly, the ongoing Commonwealth Games is his first major international event after his favourite 66kg category was removed and he had to pile up 9kg to qualify for the new weight category. In the Glasgow Games, four sports categories have been removed, reducing the mega event to only 17 categories. 
 
Prior to Sushil Kumar, Amit Kumar and Vinesh Phogat made India proud with excellent performance in their respective categories. Amit won gold in men’s freestyle 57kg by beating Nigerian Ebikweminomo Welson, teenager Vinesh held the country’s flag high by clinching an 11-8 victory against England’s Yana Rattigan in the women’s freestyle 48kg wrestling. 
 
The medal haul continued with marksmen Sanjeev Rajput and Narang winning medals (silver and bronze, respectively, in men’s 50m rifle 3 position) for the country. Lajja Goswami also won the bronze in women’s 50m rifle 3 position category.

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