Indian shooter Manu Bhaker has become a major sensation following her historic achievements at the Paris Olympics. As the first Indian woman to secure two Olympic medals, Bhaker’s exceptional performance has not only elevated her status as a sports icon but also turned her into a highly sought-after figure for brands across various sectors. From aerated drinks to cosmetics, and from nutrition to education, companies are eager to align with this star athlete. Here’s an in-depth look at the burgeoning interest in Manu Bhaker and what lies ahead for her in the world of endorsements.
Historic Achievements Propel Bhaker into the Spotlight
A Historic Double Medal Win
Manu Bhaker’s remarkable feats at the Paris Olympics have cemented her place in the annals of Indian sports history. At just 22 years old, Bhaker became the first Indian woman shooter to win an Olympic medal, and her subsequent second medal only amplified her standing. This historic achievement has captured the imagination of fans and brands alike, making her a key figure in sports endorsements.
The Surge in Brand Interest
According to Neerav Tomar, CEO of IOS Sports & Entertainment, the agency managing Bhaker’s endorsements, the athlete has become a prime target for brands across various sectors. “Since the day she won her first medal, brand enquiries have been flooding in, and the momentum has only increased with her second medal,” Tomar stated. The surge in interest spans across categories including aerated drinks, cosmetics, nutrition, and education.
A Variety of Endorsement Deals in the Pipeline
Diverse Brand Categories
Bhaker’s appeal is not limited to a single category. Brands from diverse sectors are eager to partner with her. Discussions are underway with companies involved in aerated drinks, cosmetics, nutrition products, and even educational institutions. “We are in advanced conversations with several brands and expect to close six to eight endorsement deals soon,” Tomar added. This variety reflects Bhaker’s broad market appeal and the growing interest in non-cricket sports figures.
Short-Term vs. Long-Term Deals
The nature of the endorsement deals being considered varies. While some brands are looking at long-term partnerships lasting one to two years, others are interested in short-term tie-ups of a few months. “We have designed different packages for brands based on their marketing strategies. We are focusing on choosing the best categories and structuring deals that align with both the brand’s and Bhaker’s objectives,” Tomar explained. The goal is to achieve a brand valuation of ₹1.5 crore per year.
Bhaker’s Emergence as a Stand-Out Athlete
The Rise of a Sports Icon
Brand analysts highlight that Bhaker has emerged as a standout figure in Indian sports. Lloyd Mathias, an angel investor and business strategist, praised Bhaker’s achievements, noting, “Winning dual medals at such a young age is remarkable. She will be remembered as one of India’s greatest sportspersons. She has joined the elite list of non-cricket sports stars who have become household names.”
A Contemporary Role Model
Bhaker’s success has positioned her as a contemporary role model for India’s youth. Her achievements transcend the realm of sports, making her an aspirational figure for millions. This role model status enhances her marketability and appeal to brands aiming to resonate with younger audiences.
The Growing Interest in Non-Cricket Sports
A Shift in Sports Viewership
The rising interest in non-cricket sports in India has significantly impacted the endorsement landscape. As viewership for sports like shooting, badminton, and wrestling grows, athletes from these disciplines are finding themselves in a better position to negotiate lucrative deals. The increased visibility of non-cricket sports has paved the way for athletes like Bhaker to leverage their success for substantial endorsement opportunities.
The Impact of Enhanced Media Coverage
The enhanced media coverage of Olympic sports has further contributed to the growing interest in non-cricket athletes. With more sports channels, social media platforms, and digital content focusing on a variety of sports, athletes from lesser-known disciplines are gaining visibility and attracting brand attention. Bhaker’s success at the Olympics has been a focal point of this media shift.
Looking Ahead: What’s Next for Manu Bhaker
Upcoming Endorsement Deals
As Bhaker’s star continues to rise, the next few months will be crucial in finalizing and launching her endorsement deals. With several brands already in advanced discussions, her commercial prospects look promising. These deals will not only enhance her profile but also provide financial rewards that reflect her achievements.
Continued Impact on Indian Sports
Bhaker’s success has set a benchmark for Indian athletes and has the potential to inspire a new generation of sports enthusiasts. Her endorsements and public appearances will play a key role in promoting sports other than cricket, contributing to a more diverse and inclusive sports culture in India.
Manu Bhaker’s Meteoric Rise
Manu Bhaker’s historic performance at the Paris Olympics has catapulted her into the spotlight, making her one of the most sought-after athletes for endorsements. As brands across various sectors vie for her attention, Bhaker’s future looks bright, both in terms of commercial success and continued impact on Indian sports. Her journey from a young shooter to a celebrated Olympic medalist and brand icon is a testament to her talent and the evolving landscape of sports endorsements. With a busy schedule ahead, Bhaker is set to continue inspiring and making waves both on and off the field.
