Olympic Success Drives Surge in Indian Athletes' Brand Value

The 2024 Paris Olympics marked a pivotal moment for several Indian athletes, not only in terms of their performances but also in the way their achievements have reshaped their market value. Despite the heartbreak of disqualification for Vinesh Phogat, who narrowly missed out on a medal due to a failed weigh-in, her brand value has seen a remarkable surge. Similarly, Manu Bhaker's two bronze medals and Neeraj Chopra's silver have significantly boosted their endorsement fees, reflecting their growing influence in the sports marketing landscape. Beyond these Olympic stars, emerging talents like Lakshya Sen and seasoned players like PR Sreejesh are also attracting attention from top brands, signaling a broader trend of increasing recognition and commercial opportunities for India's diverse pool of athletes. This article delves into how these sports icons are capitalizing on their Olympic and sporting successes to command higher endorsement deals, shaping the future of sports branding in India.

At the 2024 Paris Olympics, Indian wrestler Vinesh Phogat's journey took an unexpected and heartbreaking turn. Despite advancing to the final of the women's 50kg freestyle wrestling, Vinesh was disqualified due to a failed weigh-in, missing the mark by just 100 grams. This disqualification, which left the entire nation dismayed, also dashed hopes of a medal. Vinesh's appeal to the Court of Arbitration for Sport (CAS) was unsuccessful, further compounding the disappointment. However, despite this setback, Vinesh remains a celebrated figure in India.

Before the Olympics, Vinesh charged around INR 25 lakh per endorsement deal. Post-Olympics, her asking price has soared to between INR 75 lakh and 1 crore per brand, reflecting her continued strong market presence despite the Paris setback.

Meanwhile, Indian athletes like Manu Bhaker and Neeraj Chopra have seen significant boosts in their brand values following their performances at the Paris Games. Manu Bhaker, who secured two bronze medals, has experienced a meteoric rise in her endorsement fees. Previously charging around INR 25 lakh per deal, Manu now commands approximately INR 1.5 crore, with recent deals including high-profile brands like ThumbsUp, KFC, and Coca-Cola.

Neeraj Chopra, who returned from Paris with a silver medal, has seen his brand value increase by 30-40%, now estimated at USD 40 million (around INR 330 crore). Despite not repeating his gold medal performance, Neeraj remains a hot commodity in the endorsement market.

Lakshya Sen, a rising star in Indian badminton, has seen a significant increase in brand interest after his consistent performances on the international circuit. Lakshya has secured endorsement deals with major brands such as Red Bull, Yonex, and Bridgestone, reflecting his growing stature in the sports world. His marketability has been on the rise, with brands recognizing his potential to connect with younger audiences and the growing popularity of badminton in India.

PR Sreejesh, the stalwart goalkeeper of the Indian hockey team, has also become a sought-after figure for endorsements. Known for his crucial role in the team's success, including the historic bronze medal win at the Tokyo Olympics, Sreejesh has signed deals with brands like Adidas, Tata Motors, and Nippon Paint. His popularity and leadership on the field have made him a valuable brand ambassador, particularly in campaigns that emphasize resilience, teamwork, and determination.