In the fast-paced world of sports marketing, the phrase ‘what goes up must come down’ applies perfectly. Today’s athlete can be tomorrow’s has-been. Brands are waking up to the fact that chasing the latest sports star may not yield the long-term benefits they hoped for. Instead, they face a pivotal decision: build relationships that last or get comfortable with the fleeting nature of fame. “We create value by forging long-term partnerships with established and high potential emerging athletes who embody our core values of hard work, determination, and resilience. Our long-term partnership with Javelin Throw Champion Neeraj Chopra exemplifies this strategy. His journey, marked by grit and perseverance, aligns perfectly with our brand ethos,” Tushar Goculdas, managing director, Underdog Athletics India, stated. It’s a reminder that behind every athlete is a story worth telling. Goculdas believes that these narratives elevate endorsements beyond mere marketing tactics.
In a campaign dubbed ‘Zidd for More,’ Chopra’s journey becomes a lesson in grit. This approach may just be the ticket for brands to move from being a face on a billboard to part of a real conversation.
Kumar Darpan, chief revenue officer, Sports For All (SFA), is clear about the metrics that matter. “Short deals bring eyeballs, but loyalty builds brands,” he says. Darpan advocates for tracking grassroots participation in sports. It’s a clear indication that brands should invest in the community rather than just the star player.
But metrics are not one-size-fits-all. Sreekar Channapragada, co-founder of MGD1, emphasises the need to differentiate between visibility and credibility. “Visibility ranges from niche audiences to mass audiences, while credibility comes from long-term partnerships that build consumer trust. Cultural impact also plays a role in reinforcing the brand’s values,” he noted. Brands must consider how these metrics align with their overall strategy.
When it comes to evaluating endorsements, Channapragada drew a line between short-term and long-term metrics. “Short-term metrics focus on immediate visibility and sales spikes, while long-term metrics evaluate sustained trust and loyalty over time,” he explained. A clear message is that brands must weigh their options wisely.
Successful partnerships can serve as case studies for aspiring brands. Channapragada pointed to Quantbox’s collaboration with chess player Arjun Erigaisi as a prime example. “Aligning with rising talent can enhance brand image and resonate with consumers,” he stated. This illustrates that success doesn’t always hinge on established names.
As brands rethink their strategies, experts point to a critical lesson: authenticity and community engagement matter. “Our focus has always been to strategically partner with athletes who embody the same core values as our brand. In doing so, the athlete’s popularity helps us to re-emphasise our brand values and inspire our consumers. Neeraj Chopra’s consistent display of determination and resilience, even in challenging situations such as at last week’s Lausanne Diamond League, exemplifies the brand values and identity, strengthening our brand image while continuing to inspire young athletes to become better at what they do,” Goculdas concluded.
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