Aman Sehrawat, the only one among India’s six-member wrestling team in Paris to clinch a medal, is grappling with a new challenge back home – choosing the best fit from the queue of brands at his doorstep.
From categories as diverse as pain relief, insurance, dairy, apparel & footwear, energy drinks and PVC pipes, a dozen brands have already reached out to IOS Sports & Entertainment (IOSSE), the talent management outfit that signed up Sehrawat just three months before his Olympic campaign.
IOSSE refused to comment on the deals in the works but said what the 21-year-old brings to the table is “strength, youth and a tremendous backstory”. “Sehrawat offers the perfect blend of inspiration and relatability for brands,” says Ramya Chatterjee, CEO & director of Prointek Global Innovations.
Interestingly, Sehrawat didn’t have a single brand endorsement contract before August 9. Now he stands to rake in `50-60 lakh per endorsement deal, as per the industry estimates. “Fans are more engaged with athletes who are on the rise, especially younger audiences who follow the athlete and root for him/her,” says Anjali Chopra associate professor, Marketing and International Business, KJ Somaiya Institute of Management.
By focusing on building a genuine and long-term partnership with Sehrawat, brands can position themselves as supportive allies in his athletic journey, says Chaaya Baradhwaaj, founder & MD, BC Web Wise. “This approach not only capitalises on the current wave of enthusiasm but also demonstrates a commitment to the athlete beyond the spotlight.”
Associating with a potential endorser early on is a punt, well worth it. As medals multiply the athlete endorses many brands thereby limiting the impact, says Hemant Misra, founder, Magic Circle, and former CEO, Publicis Capital. That apart, Sehrawat has a phenomenal back story and if a brand can link its essence to that it’s going to be a winner, says Misra.
Marketers love an underdog story – they are pre-programmed to have all the elements to grab attention. “A victory and a medal should not be the reason for taking an athlete. It is their passion to succeed is where the story lies,” adds Misra.
Moreover, associating with Sehrawat right now can be advantageous for his low endorsement fees vis-a-vis more established sports players. Leave aside cricket stars, Tokyo gold medalist Neeraj Chopra takes home anything between `1.5 crore and 2 crore per endorsement.
While the allure of immediate association is strong, it’s essential to view a partnership with Sehrawat as a marathon, not a sprint, says Baradhwaaj. At the end of the day, he must keep up his performance to keep the brand scoreboard ticking.