Chanu’s success at the current Commonwealth Games has caught the attention of businesses in a variety of industries, including healthcare, steel, cement, insurance, cosmetics, and nutrition.
After winning a silver medal in weightlifting at the 2020 Summer Olympics in Tokyo, Mirabai Chanu’s relationship with companies began last year with a viral Domino’s Pizza post. The international QSR juggernaut used social media to make a pizza-free-for-life guarantee to the athlete. Chanu had said that she wanted to eat pizza when asked what she would like to do after earning India’s first silver medal at the Olympics. Domino’s made the post in reaction to her comment.
Soon after, Chanu became an ambassador for a variety of products.
By capturing a gold medal at the ongoing 2022 Commonwealth Games (CWG), which are now taking place in Birmingham, England, the weightlifter has once again brought honor to India. As a result of her victory, more marketers are probably going to want to capitalize on her CWG success.
Chanu’s portfolio is managed by the sports management company IOS Sports & Entertainment, along with that of other players like the Phogat sisters, Mary Kom, Manpreet Singh, and Hima Das.
Rahul Trehan, COO of IOS Sports & Entertainment, comments on Chanu’s brand endorsements: “Mira has been linked with a few top-tier businesses, such Adidas, Amway, Domino’s, Amrutanjan, and a few more. As time has passed, all of the associations have continued to exist and are still intact. We do not doubt that they will still stand behind her in the future. Athletes that work with agencies have their performances noticed by brands. According to Trehan, this also contributes to a rise in their level of public favorability. To preserve the same brand value, we strive to undertake a lot of things with athletes regularly.”
Following her victory at the Tokyo Olympics, Chanu’s endorsement compensation reportedly increased by a staggering 10 times to a whopping Rs 1 crore. According to Trehan, her endorsement price will probably increase by 25 to 30 percent following the CWG victory.
Next to her victory, we received interest the following morning from numerous brands in a variety of industries, including healthcare, steel, cement, insurance, cosmetics, and nutrition. Interest has undoubtedly grown since she became the first Indian athlete to win a medal at the Tokyo 2020 Olympics in 2017 and the first to win India’s maiden gold medal at the Commonwealth Games,” says Trehan.
Any international sporting event victory has a beneficial effect on an athlete’s endorsement list and earnings. According to Trehan, the value of an athlete’s brand increases the more the competition is at a high level.
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