23-year-old Sakshi Malik was the first Indian to reach the podium in the 2016 Rio Olympics as she clinched the Bronze medal and in the process, becoming the first Indian female wrestler to win an Olympic medal.
The Haryana-born youngster set the standards high and since then, the endorsements gates began to open. However, the COO at CAA KWAN – Indranil das Blah – had other ideas.
“Unfortunately in India, the Olympians, and that too those who win medals, remain in the public eye and memory only for six to eight months after the event because most of these sports are not played at the national and international level the way cricket is.”
Quite rightly so! Sportswomen in India are earning way less than their male compatriot and are not known to many, despite winning major honours on the grandest stage of all. And to lift the spirit, the brand endorsement can play a big role.
“It is high time brands come forward to develop, nurture and encourage athletes and the entire sports eco-system,” says Vinit Karnik, business head, ESP Properties.
And the fate of Sakshi Malik didn’t take long to turn as only a month later, she was announced as the face of Datsun redi-GO SPORT, a limited edition car.
In the event, the youngster was awarded for her Olympic achievement with a brand new Datsun redi-GO SPORT. Commenting on the same, Sakshi said:
“I am thrilled to partner with Datsun, a brand that is a true representation of the young achievers. I believe that Datsun redi-GO is a perfect fit for me, as I am always in pursuit of achieving my dreams and I believe that I am going to connect to every Datsun redi-GO owner, all driving towards achieving their dreams.”