T20 World Cup champions likely to scoop up more brand deals
brands endorsed by top Indian cricketers is likely to swell after the historic victory at the ICC Men's T20 World Cup as the deals that were being negotiated will get fast-tracked, said sports marketing experts.
India's leading sports marketing agency, Rise Worldwide, which manages Rohit Sharma, Jasprit Bumrah, Suryakumar Yadav, and Hardik Pandya, had signed about 10 endorsement deals before the T20 World Cup and is expecting the numbers to go up in the coming days.
Between the four cricketers, they endorse 89 brands across 35-40 categories. Audio, wearables, nutrition, insurance, automobiles, grooming, home decor, and fitness apps are some of the major categories that Rise is focusing on. «What this result (the T20 World Cup win) does is fast-track a lot of deals that were being negotiated,» said Rise Worldwide head Nikhil Bardia, adding that the value of the deals will be determined by market dynamics and the brand that the cricketers create for themselves.
Industry sources say top players like Sharma and Virat Kohli charge anywhere between ₹3.5 crore and ₹7 crore per deal. In the case of other top players like Bumrah, Yadav, and Pandya, the deal value is in the range of ₹2-3 crore. «Cricketers and cricket never go out of fashion. They are relevant, and we are seeing good growth because now there is an ICC event every year. The Indian Premier League also happens every year,» Bardia said.
Aviral Jain, MD, valuation advisory services, Kroll, said India's long-awaited victory at an ICC event is a golden
