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Cricket sensations MS Dhoni and <keyword id="6354486" type="PERSON" weightage="100" keywordseo="Virat-Kohli">Virat Kohli</keyword> are all time favourites of brands for various endorsements. But now, the dynamics seem to be changing as marketers are eyeing Olympic stars <keyword id="406835" type="UNKNOWN" weightage="20" keywordseo="Dipa-Karmakar">Dipa Karmakar</keyword>, <keyword id="6356003" type="PERSON" weightage="20" keywordseo="Sakshi-Malik">Sakshi Malik</keyword> and <keyword id="501707" type="ORGANIZATION" weightage="20" keywordseo="PV-Sindhu">PV Sindhu</keyword> for advertising. 
 
Brands are making a beeline for these three stars and are ready to sign contracts for as long as one year. 
 <keyword id="30621" type="COMPANY" weightage="20" keywordseo="Badminton">Badminton</keyword> star Sindhu, gymnast Karmakar and wrestler Malik are also online sensations as their Twitter and Facebook accounts were flooded with followers. 
 
We are close to signing a multiyear deal for Sindhu and Kidambi Srikanth, which will be their first endorsement deal," Tuhin Mishra, managing director of sports marketing firm Baseline Ventures, told ET. 
 
ET reported Mishra also got a call on Friday from an FMCG brand which is interested in doing a campaign around girl power and felt that Dipa Karmakar would be a great fit. 
 
Meanwhile, the stories of these Olympians are also compelling that can make brands tap on the right nerve of the customers. 
 
Neerav Tomar, CEO of IOS Sports &amp; Entertainment, told ET his company does not represent Karmakar at the moment but may take some offers to her and also look at signing her up. 
 
"We are talking to a few brands in the cement, pain relief, nutrition and insurance segments, which are interested in signing an endorsement deal with her. Brands want to cash in on an inspiring story. Dipa has emerged as the PT Usha of gymnastics and has caught the imagination of the masses. She's got a career left even beyond Tokyo," said Tomar. 
 
The endorsement deals they are negotiating, Tomar said, could be valued at around Rs 35-40 lakh a year per brand, but "we will need the athletes' consent". 
 
Brands also feel that these Olympians will also have to change their look and feel to become a brand themselves. 
 
Atul Srivastava, managing partner at Games Unlimited, told ET the three might get some endorsements immediately but a ramp-up in the future will depend on how quickly they change their look and feel and create a brand for themselves. "Of course, they should also keep performing well."

Dhoni, Virat Kohli can take a break! Brands are rooting for Dipa Karmakar, Sakshi Malik and PV Sindhu

<ul><li><keyword id="1627596" type="General" weightage="80" keywordseo="smriti-mandhana" source="Orion">Smriti Mandhana</keyword> has been ranked among the top 10 athletes in the world by sponsorship value on social media.</li><li>Social media performance across her digital platforms saw more than 61 million engagements in 2022 and the swashbuckling batter has combined following of more than 14.8 million.</li></ul>New Delhi, <keyword id="6613" type="General" weightage="100" keywordseo="smriti" source="Orion">Smriti</keyword> Mandhana, the ace Indian women's cricket team opener, has been ranked among the top 10 athletes in the world by sponsorship value on social media, according to a recent study released by Sportico and KORE. Social media performance across her digital platforms saw more than 61 million engagements in 2022 and the swashbuckling batter has combined following of more than 14.8 million, securing the 9th spot for her among all female athletes in the world, making her the only Women cricketer to be in top 10 athletes. The list also features some of the biggest names in the world of women's sports like the all-time tennis great <keyword id="45035" type="General" weightage="50" keywordseo="serena-williams" source="Orion">Serena Williams</keyword>, freestyle skier Eileen Gu, American Motorsport racing driver <keyword id="17217259" type="General" weightage="50" keywordseo="hailie-deegan" source="Orion">Hailie Deegan</keyword> to name a couple who have all been working with some of the top brands. <keyword id="3692712" type="General" weightage="50" keywordseo="tuhin-mishra" source="Orion">Tuhin Mishra</keyword>, Managing Director &amp; Co-Founder, Baseline Ventures, who exclusively manages Smriti said, "Mandhana's success on social media has helped to raise the profile of women's cricket in India and around the world. Her strong performances on the field and her engaging personality off the field have made her a role model for young girls aspiring to make a mark in the world of sports. We expect these numbers to swell even further as we believe it adds more value for the brands that partner with Smriti over the years." Smriti has been a prominent figure in the Indian cricketing circuit for several years and has represented the country in several international tournaments. She has won several accolades for her performances, including the Arjuna Award in 2019, Women's Cricketer of the Year 2019 &amp; 2021, the Wisden Woman Cricketer of the year 2019, ICC Women's ODI Cricketer of the year 2018. Most recently the Indian Opener was also sold to RCB for USD 413K, the highest bid for any player in the first edition of the Women's Premier League 2023. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/bard-to-magi-googles-latest-weapon-in-the-battle-for-search-supremacy/articleshow/99576251.cms">From Bard to Magi: Google's latest weapon in the battle for search supremacy</a> <a href="https://www.businessinsider.in/tech/news/ai-generated-images-and-videos-a-game-changer-or-a-threat-to-authenticity/articleshow/99560443.cms">AI-generated images and videos: A game-changer or a threat to authenticity?</a>

Smriti Mandhana makes it to Sportico's Top 10 global female athletes by sponsorship value on social media

In India, cricket is no less than a religion, and it becomes difficult for any other sport or <keyword id="6405523" type="UNKNOWN" weightage="20" keywordseo="sportsperson">sportsperson</keyword> to beat the race in becoming India’s favourite. However, because of her silver-winning performance in Olympics last year, shuttler <a href="http://www.businessinsider.in/My-immediate-aim-is-the-Superseries-PV-Sindhu/articleshow/53858516.cms">PV Sindhu</a> has done what no one could have thought of. 
 Sindhu now stands second in terms of money earned by a celebrity <keyword id="1097394" type="UNKNOWN" weightage="20" keywordseo="endorser">endorser</keyword> from the sports world, leaving behind <keyword id="6354832" type="ORGANIZATION" weightage="20" keywordseo="MS-Dhoni">MS Dhoni</keyword> and next only to Indian skipper Virat Kohli. 
 
Also read: <a href="http://www.businessinsider.in/PV-Sindhu-gets-India-Silver-medal-in-Badminton-at-Rio-Olympics-2016/articleshow/53774591.cms">PV Sindhu creates history at Rio, wins the first ever Silver in Badminton for India</a> 
 
<a href="http://www.businessinsider.in/PV-Sindhu-From-an-underdog-to-Indias-Rio-Olympic-2016-medallist/articleshow/53773653.cms">Sindhu</a>, who won India a silver medal at the <a href="http://www.businessinsider.in/The-5-golden-moments-when-Twitteratis-burst-with-joy-during-Rio-Olympics/articleshow/53929544.cms">Rio Olympics</a> in August last year, becoming the first Indian woman athlete to do so, now earns big for each day of endorsements, moving past several established names like Dhoni, <keyword id="30621" type="COMPANY" weightage="20" keywordseo="Badminton">badminton</keyword> player Saina Nehwal and tennis ace Sania Mirza. 
 
Her recent rise to the world top 5 in Badminton has also upped her brand value in the advertising world. 
 
Also read: <a href="http://www.businessinsider.in/Olympian-medalists-presented-with-Rajiv-Gandhi-Khel-Ratna/articleshow/53909921.cms">Sindhu, Sakshi, Dipa and Jitu Rai presented with Rajiv Gandhi Khel Ratna Award</a> 
 
"Sindhu is now ahead of both other woman athletes and non-cricketers," Tuhin Mishra, MD and co-founder at Baseline Ventures, told ET. The firm represents Sindhu. "We are looking at creating long-term equity for her with brands and are ensuring that her playing time is not impacted by endorsements." 
 
Also read: <a href="http://www.businessinsider.in/PV-Sindhu-looks-absolutely-gorgeous-on-the-cover-of-this-magazine/articleshow/55223130.cms">PV Sindhu looks absolutely gorgeous on the cover of this magazine</a> 
 
Sindhu charges about Rs 1-1.25 crore a day, next only to Kohli who charges Rs 2 crore per day. Before Rio Olympics, she reportedly used to charge around Rs 15-25 lakh for endorsements. 
 
The latest product to have signed Sindhu as its ambassador is Reckitt Benckiser’s Moov pain reliever, after Myntra, Apis and Bank of Baroda. Other than that, she also endorses the Goods and Services Tax (GST) Bill. 
 
(Image source: Atozwalls)

PV Sindhu becomes the second most paid endorser from sports world

Young entrepreneurs having a keen interest in <keyword id="6356028" type="COMPANY" weightage="20" keywordseo="Sports">sports</keyword> are exploring new avenues for investing in the lucrative <a href="http://www.businessinsider.in/searchresult.cms?query=sports">sports sector</a>. Don’t believe us? Well, then you didn’t hear about the success several sports startups have witnessed in the recent times. 
 <keyword id="3067375" type="UNKNOWN" weightage="20" keywordseo="The-Football-Mind">The Football Mind</keyword>, a football networking website that got operational just three months ago, has gathered more than 5,000 users, around 500 clubs, 200 academies and 50 football associations on its platform by now. What new they have done? They have brought together football clubs, academics, players, coaches, associations and admirers of the game. Quiet interesting right? 
 
Pragnesh Krishnamurthy, an IIT graduate and chief executive and co-founder of The Football Mind says, "Popularity is directly proportional to sponsorship and that helps any sports club or association grow." 
 
Krishnamurthy further said that the sports offers an opportunity of around $200 million (about Rs 1,320 crore) in the country as India has more than 25,000 professional clubs, three lakh players and over 8.5 crore fans. 
 Devinder Singh Bhusari, another sports aficionado who quit his job with <keyword id="6356834" type="CITY" weightage="20" keywordseo="Indian-Oil-Corporation">Indian Oil Corporation</keyword>, and launched tennis firm Shaishya Edu &amp; Sports three years ago predicts a shining future of sports startups in India. 
 
He says, “More people are taking to sports not only as future profession for young students but also as exercise for busy working professionals and even housewives.” We can’t ignore his words, as these are coming from the man who has been associated with sports all his life. He is a former Asian champion in the under-14 category and a rank holder from the Association of Tennis Professionals, Gujarat. 
 
As reported by The Economic Times, the company, which had a turnover of Rs 95 lakh last year has around 225-275 players round the year. Of the players, 50 are business and working professionals, 10-15 are home-makers and the remaining are students. And the firm has already organised two Asian ranking tournaments and about 10 national level tournaments of various levels. 
 Tennis is another sport that has caught the attention of the middle and higher classes, says a <keyword id="50041" type="CITY" weightage="20" keywordseo="KPMG">KPMG</keyword> report. The study credits this trend to much higher disposable incomes and share of spending on educational and recreational activities, which is set to increase from 5% at present to 9% in 2025. 
 
Tuhin Mishra, managing director of Baseline, a startup which deals in sports marketing and licensing, said the overall sports industry in India has grown 10% from Rs 4,372.5 crore in 2013 to Rs 4,806.9 crore in 2015. "The global sports industry is growing faster than overall GDP and long-term prospects remain strong," he said. 
 
Mishra also believes that the industry has grown mainly due to the emergence of new sports leagues like the Indian Super League, Pro Kabaddi League and World Kabaddi League. 
 
Saumil Majmudar, managing director and co-founder of EduSports says, "We have grown from 10 schools in 2010 to 400 schools in five years." 
 A SeedFund-funded startup, EduSports’s growth led it to being featured in the 14th edition of marketing guru <keyword id="248225" type="PERSON" weightage="20" keywordseo="Philip-Kotler">Philip Kotler</keyword>'s book 'Marketing Management - a South Asia Perspective' as a case study. 
 
Bharati Jacob, managing partner of Seedfund Advisors, an early-stage venture capital firm, said, "We are always looking for scalable ventures and I believe sport-related ventures scale up well." According to other venture fund experts, startups are set to cater to auxiliary sports services too. 
Image: thinkstock

Sports startups are flourishing in India

New Delhi, The <keyword id="2734036" type="PERSON" weightage="20" keywordseo="halwa-ceremony">Halwa ceremony</keyword>, marking the final stage of the Budget making process, was held in North Block on Saturday afternoon in the presence of <keyword id="309842" type="COMPANY" weightage="20" keywordseo="Union-Finance">Union Finance</keyword> and Corporate Affairs Minister <keyword id="129243" type="PERSON" weightage="20" keywordseo="Nirmala-Sitharaman">Nirmala Sitharaman</keyword>. A customary Halwa ceremony is performed every year before the "lock-in" process of the Budget preparations gets underway. This normally happens around middle of January when the exercise to finalise and print budget details starts in the basement of North Block. This year, as the budget is going paperless, the ceremony got delayed since the need for lock-in is not required. The <keyword id="6360189" type="COMPANY" weightage="20" keywordseo="union-budget">Union Budget</keyword> 2021-22 is to be presented on February 1. The Halwa is prepared in a large utensil in the presence of <keyword id="47209" type="COMPANY" weightage="20" keywordseo="Finance-Ministry">Finance Ministry</keyword> officials, including ministers, and sharing the sweet dish is considered auspicious before starting any good work. Due to the Covid-19 pandemic, there was question mark over the ceremony this year. On the occasion, the Finance Ministry also launched the 'Union Budget Mobile App' for hassle-free access to Budget documents by the MPs and the general public using the simplest form of digital convenience. The app facilitates complete access to 14 Union Budget documents, including the Annual Financial Statement (commonly known as Budget), Demand for Grants (DG), Finance Bill etc. as prescribed by the Constitution. The Budget documents will be available on the app after the completion of the Budget speech by the Finance Minister on February 1. At the Halwa ceremony, Sitharaman was accompanied by Union Minister of State for Finance &amp; Corporate Affairs Anurag Singh Thakur; A.B. Pandey, Finance Secretary &amp; Secretary (Revenue); T.V. Somanathan, Secretary, Expenditure; Tarun Bajaj, Secretary, Economic Affairs; Tuhin Kanta Pandey, Secretary, DIPAM; Debashish Panda, Secretary, Financial Services; K.V. Subramanian, Chief Economic Advisor; Rajat Kumar Mishra, Additional Secretary (Budget) and other officials of the Finance Ministry. Later, Sitharaman reviewed the status of the compilation of the Union Budget 2021-22 and extended her best wishes to the officials concerned. SEE ALSO: <a href="https://www.businessinsider.in/policy/economy/news/recession-in-india-will-end-latest-by-march-says-a-top-economist/articleshow/80399198.cms">Recession in India will end latest by March, says a top economist</a> <a href="https://www.businessinsider.in/tech/news/amazfit-smartwatch-gts-2-review-feature-rich-but-theres-still-room-for-improvement/articleshow/80398998.cms">Amazfit GTS 2 review – feature-rich, but there’s still room for improvement</a> <a href="https://www.businessinsider.in/tech/apps/news/whatsapp-to-soon-introduce-voice-and-video-calls-for-web-multi-device-support-jiomart-integration-and-more/articleshow/80398791.cms">WhatsApp to soon introduce voice and video calls for Web, multi-device support, JioMart integration and more</a>

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Dhoni, Virat Kohli can take a break! Brands are rooting for Dipa Karmakar, Sakshi Malik and PV Sindhu

BI India Bureau

Smriti Mandhana makes it to Sportico's Top 10 global female athletes by sponsorship value on social media

IANS

PV Sindhu becomes the second most paid endorser from sports world

BI India Bureau

Sports startups are flourishing in India

BI India Bureau

Final stage of Budget 2021-22 commences with Halwa ceremony

IANS

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