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Brands increasingly recognising the value in associating with sports stars is leading to more …

Published

2 months ago

April 2, 2025

Brands increasingly recognising the value in associating with sports stars is leading to more ...

Cricket has long been the nation’s sporting heartbeat, producing some of its biggest icons. Brands, therefore, have placed immense faith in these stars, making them central to their marketing strategies. The industry’s growth in recent years has been fuelled by the sport’s all-pervasive appeal, and 2024 saw the trend continue unabated. Our favourite superstars achieved a stellar 30% rise over the previous year, pushing cricketer-led brand endorsement value to Rs. 1,054 Crores ($ 125 million).
The total endorsement spending has crossed the Rs. 1000 Crore mark for the first time, reaching Rs. 1224 Crores ($ 146 million) – almost double the figure from just three years ago! The particularly exciting part of this trend is
that this incremental delivery has come from a broad range of sports. While cricketers continue to dominate the scene with significantly higher average deal values, athletes from emerging sports are also seeing substantial gains, driven by their on-field inroads. It is heartening to see the commercial success of sportspersons from disciplines that do not have a cricket-like following, and it signals a wider appreciation for these performers and their ability to engage with sporting enthusiasts across the country.
The extraordinary rise of athletes from emerging sports: While cricketers cleared the ropes and set new endorsement landmarks, the year was notably exceptional because of the extraordinary rise of athletes from emerging sports. 2024 was the year of the Summer Olympics, and carrying the aspirations of the nation were the 117 participants who represented us at the Games in Paris. India finished with an impressive tally of six medals, and we came close to winning a few more as our top guns competed meritoriously at the biggest multidisciplinary sports fiesta in the world.
MUMBAI: After an electrifying performance in 2023, athlete endorsements in India have outdone themselves in 2024, registering an impressive 32% year-on-year spike.
The same is the case with PV Sindhu – with Olympic medals in Rio and Tokyo, she had been a smashing hit with brands in the past, and 2024 was no different. Icons like Neeraj, Sindhu and Manu will certainly strengthen the multi-dimensional fabric of the sports endorsement arena in the country.
This marks the highest annual growth rate in 14 years, demonstrating the phenomenal rise in the influence of sports celebrities in the country. Brands are increasingly recognising the value in associating with these stars, and this, in turn, is leading to more high-value partnerships.
This enthusiasm peaked in June when Team India clinched the T20 World Cup in Barbados, overcoming South Africa in a historic triumph. This win, our first ICC Trophy in 11 years, sparked emotional celebrations across the country, as the fanfare reached a crescendo in the celebrations that unfolded back home in the days that followed this morale-boosting victory. Among cricket’s commercial heavyweights, Virat Kohli remained a dominant force in the endorsement arena, continuing his streak of marketability. Rohit Sharma, who led the side across formats, kept his scoreboard ticking in the brand space as well.
These figures not only highlight the growing market value of athletes but also emphasise their rising status as cultural icons. As our champions continue to excel globally, their ability to connect with audiences and shape national sentiment is becoming increasingly undeniable.
GroupM Sporting Nation’s 12th Edition has been published. The Olympics proved to be the prime mover in the endorsement space beyond cricket, as brands went faster, higher and stronger with athletes from emerging sports.
This increasing run rate is an endorsement for the deep connection these players share with a vast cross-section of fans in India. The men’s ODI team’s performance in the ICC World Cup 2023 played at home was nothing short of remarkable and it truly captured the imagination of the nation. Though they stumbled at the final hurdle against Australia, the entire nation rallied behind the boys.
Meanwhile, former skipper MS Dhoni was like the impact player here, making the fans go into a frenzy when he takes the field at the IPL, the only competition he participates in, these days. The endorsement pull of the Little Master Sachin Tendulkar could seem counterintuitive to the uninitiated, given that he last played the sport more than a decade ago. Among younger stars, Rishabh Pant and Shubman Gill have garnered impressive portfolios for themselves. Other prominent names that feature in the list include Team India stalwarts like Jasprit Bumrah, Suryakumar Yadav, Shreyas Iyer, KL Rahul, and Hardik Pandya. In women’s cricket, established players like Smriti Mandhana and Harmanpreet Kaur strengthened their partnerships with brands even as Shafali Verma, Jemimah Rodrigues, Shreyanka Patil, Radha Yadav and Yastika Bhatia made strides in the endorsement space. Cricket is the bedrock of the Indian sports economy, with its stars wielding considerable influence both on the game and beyond. The past year has only reinforced their commercial magnetism, as India’s No. 1 sport contributed 86% to the endorsement pie in 2024.
The Olympics proved to be the prime mover in the endorsement space beyond cricket, as brands went faster, higher and stronger with athletes from emerging sports – the YoY growth standing at a whopping 46%. With a total value of Rs. 170 Crores ($ 20 million), the lift amounted to nearly half of the base value itself! Among the breakout stars, Manu Bhaker proved to be quite the revelation, winning two Bronze Medals and almost securing a third one as well. She became the first Indian woman to win a shooting medal by coming third in the 10m Air Pistol individual event.
Badminton players like Lakshya Sen and the doubles duo of Satwik and Chirag, the key hockey players who are taking us on the path of ascendancy, Olympic medal winner Aman Sehrawat and other rising wrestlers, our young boxers, weightlifters and shooters – all represent a generation of athletes from emerging sports who are on the cusp of even bigger wins on the world stage. The affirming sign here is that fame and riches are just by-products of their achievements in events around the world and the glory they bring to the Sporting Nation through their effort, determination and talent.
There is a rich talent pipeline in Indian sports, be it in cricket or in other disciplines. While the current superstars like Virat, Rohit and the others carry the expectations of the nation through the ebb and flow of the competitive cricket calendar, the system continues to produce youngsters who are knocking on the doors of stardom. We have players like Yashasvi Jaiswal, Tilak Varma, Rinku Singh and others, who are getting ready to shoulder more responsibilities. The same goes for other sports too. D. Gukesh, who became the pride of the nation by winning the FIDE World Chess Championship, leads a host of chess prodigies who could make the moves to take India to a completely dominant position in a sport that originated here.
When we talk of Indian athletes becoming world-beaters in individual disciplines, the one name that crops up instantly is that of Neeraj Chopra. As he entered 2024, he was already an Olympic Gold Medal winner and a World Champion. Hence, expectations are always high from Neeraj, like in the case with our cricket team. At Paris, he didn’t disappoint either, as he hurled the javelin to a silver medal winning distance.
What followed was equally amazing, as Manu partnered with Sarabjot Singh to repeat the feat in the mixed event too – becoming the first athlete from independent India to win two medals at the same Olympic Games. Just like she was on the bull’s-eye at the Games, brands were right on target too, as Manu had a very successful year in terms of endorsements. Her accomplishments, on the shooting range and with respect to earnings, will serve as an inspiration for many youngsters from emerging sports.

Related Topics:amazing athlete Brands commercial competition cricket determination event indian marketing new Olympics sports team

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Husker softball has a Bahl in Baton Rouge, winning region in commanding fashion

Onward to Knoxville. And when you have Jordy Bahl on the trip, you’ll take your chances. Find a good seat on that plane for Ava Kuszak too. And Samantha Bland. OK, it was a dominating weekend by all involved. Nebraska punched its ticket to the best-of-3 Super Regionals next week against Tennessee by taking out Southeastern […]

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1 hour ago

May 19, 2025

Your Sports Nation

Onward to Knoxville.

And when you have Jordy Bahl on the trip, you’ll take your chances. Find a good seat on that plane for Ava Kuszak too. And Samantha Bland. OK, it was a dominating weekend by all involved.

Nebraska punched its ticket to the best-of-3 Super Regionals next week against Tennessee by taking out Southeastern Louisiana 8-0 in six innings on Sunday. It marked three ‘run rule’ victories over three days. Not a bad little weekend in Baton Rouge.

Rhonda Revelle’s program will be making their first appearance in the Super Regionals in 11 years.

“You can get your adrenaline pumping in all the things that competitors do when it’s time to play, but there’s a real peace in knowing that every day this team has invested in themselves,” Revelle said.

Bahl allowed just one hit in her six innings pitched while also going 2-for-2 at the plate, including a leadoff home run in the first inning. At that point she had hit four home runs in her four official at-bats at this regional.

She added a lowly single to her stat line later. Sarcasm implied. Although it was a surprise when the ball didn’t go over the fence off her bat for once.

“I’ve said this all along when we people asked me questions about Jordy … I just am not surprised. I never would say, ‘Oh, I think she’s going to do this, this and this.’ But when she does do this, this and this it never surprises me. Because what is so cool about her, a lot of athletes could learn so much from her. She immerses herself in the moment. She’s not focused on numbers, accolades. She’s focused on one mission and it’s … doing whatever she can to help the team win. And she’s just talented enough that she can do a lot of things to help the team win.”

Kuszak did her own damage to the Lions, including a game-winning single in the sixth inning with the bases loaded to stop the game from going the full seven innings. Bland also had four RBI with three hits, including a double in the second inning to add two runs to the two NU had in the first. Her single in the fourth inning also brought in one of three runs that frame as NU moved to a comfortable 7-0 lead before putting the game to bed in the sixth.

Nebraska had beaten Southeastern Louisiana 14-1 in five innings on Saturday and took down UConn 10-2 in six on Friday.

Because of those stress-free games, Bahl was needed for only six innings of pitching the first two days. So she was fresh on Sunday and looked it. Bahl retired the first 13 batters before the Lions picked up a single for their only base runner of the day. NU’s star two-way player finished with 10 strikeouts.

Now the Huskers take on No. 7 Tennessee, which dispatched of the Big Ten’s Ohio State 5-0 on Sunday.

It was a long time ago but Nebraska did play the Volunteers in the first game of the season, with the Huskers winning 7-1.

The stakes are much higher this time. It’s a best-of-3 to go to the Women’s College World Series.

“I would say the postseason, it’s a grind. At the very beginning of the regional it seems like you’re so far away from the World Series and then three days later there’s only 16 teams left,” said Bahl, who was on two national championship teams at Oklahoma. “On our journey we have one goal. It’s not to make it to regionals or make it to Supers or make it to the World Series, it’s to win the World Series.

“So it’s a blessing to be able to win a regional with this team, but we know the work isn’t done and we’re just blessed to have the opportunity to go to Knoxville.”

Postgame notes courtesy of Paige Trutna of Nebraska Communications:

The Huskers’ 2025 regional title is the ninth in program history.

NU now has 100 doubles on the season, along with its 106 home runs. The 2025 Huskers are the 11th team in history with 100+ doubles and 100+ homers in the same season.
With her solo homer in the first inning, Jordyn Bahl put her season home run total at 23, which is a new program record. The previous record of 22 was set by Ali Viola in 1998.

Bahl also stands at 69 runs this season, which is a school record. Bahl’s mark beat the previous record of 66 set by Kiki Stokes in 2015.

Bahl hit four home runs in three games during the regional round. The last time a Husker hit 4+ homers in a regional was Hailey Decker in 2014.

Bahl notched 10 strikeouts on the day for her 10th double-digit strikeout game of the season.

In the Baton Rouge Regional, Bahl went 5-for-5 with four home runs, seven walks, eight runs and seven RBIs at the plate, while going 2-0 in the circle, allowing just one run and two hits in 12.0 innings with 16 strikeouts.

Nebraska has had 17 innings this season with multiple home runs after hitting two homers in the first inning.

NU had six run-rule victories in its NCAA tournament history entering this weekend. The Big Red run-ruled its opponent in all three games this weekend.

Ava Kuszak extended her hit streak to 14 games with her first-inning home run.

Nebraska has 26 run-rule wins on the season, which is the most in school history.

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Liberty falls to #1 Texas A&M, 14-11, in extras, forcing winner take all game 7

What an emotional roller-coaster for Liberty softball in the first of two games in the Regional Final in College Station against the No. 1 overall seed Texas A&M. The Flames lost, 14-11, in eight innings, forcing a winner-take-all game seven of this regional later Sunday night with first pitch scheduled for 8:10 p.m. ET. The […]

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2 hours ago

May 19, 2025

Your Sports Nation

The Lady Flames struck first as Savannah Woodard led off the bottom of the first with a home run. After Rachel Roupe helped eliminate a Texas A&M threat in the second as she gunned out a runner at home from trying to score from third on a fly ball to right field. Liberty would add to its lead with five runs in the second, taking a massive 6-0 lead. The inning was highlighted by Roupe’s 21st home run of the season, a grand slam.

As expected the Aggies would start chipping away at the Liberty lead, adding one in the third with an RBI single. The host team would explode for six runs in the fourth to take their first lead of the game at 7-6. Liberty had two errors in the inning, a sign of things to come throughout the game, while A&M blasted two home runs and scored four of their runs with two outs.

The Aggies would continue to pile on, looking like they would win going away, adding three more runs in the fifth, pushing their advantage to 10-6. Roupe’s defensive heroics would again come up big for the Flames, helping to limit the damage as she doubled the runner off first after securing a fly out to end the threat.

Brynn McManus missed a three-run home run by just inches as her ball in the bottom of the sixth hit off the wall, it did score one run as Liberty cut the deficit to three. The Aggies made it 11-7 scoring one in the top of the seventh, in part due to another Liberty error.

Entering the bottom of the seventh, the Lady Flames trailed by four and looked destined to be headed to another game against Texas A&M. But the two-time defending CUSA champions would not go down quietly. The first two hitters in the inning singled before Alexia Carrasquillo would pinch-hit and have an RBI single off the outfield wall, scoring one run. Savannah Whatley followed with an RBI single, cutting the deficit to two at 11-9. Woodard then grounded out moving the runners to second and third as Rachel Roupe stepped to the plate.

Roupe singled back up the middle, scoring a run to make it 11-10. McManus would walk to load the bases before Alyssa Henault was hit by a pitch to tie the contest. KK Madrey, with the bases loaded, battled to a full count before flying out to left field, ending the Liberty threat and sending the game to extra innings.

In the top of the eighth, the Aggies took advantage of a sixth Liberty error on what should have been the second out of the inning. Texas A&M would plate three runs in the inning before retiring Liberty in order to end the game and force a winner-take-all game seven.

Elena Escobar pitched 3.2 innings, allowing seven runs on 11 hits. Paige Bachman drew the loss, allowing seven runs, three of them earned, on seven hits in 4.1 innings of relief.

After Liberty chased the first two Texas A&M pitchers in the second, Kate Munnerlyn was strong in relief. She ended up allowing five runs on eight hits in five innings, with most of that damage coming in the sixth and seventh innings.

*photo courtesy Liberty Athletics

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‘Can We Trust That Nick Saban Is Doing It Unselfishly?’ – Saban’s True Motives in College Football Lead Role Under Fire

Since retiring from coaching, Nick Saban has been making waves in the media world, trying to make a difference with his strong opinions. Instead, the legendary Alabama coach is all over the headlines. This time, it is not for a game plan but for a potential spot on a commission that could rewrite the rules […]

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2 hours ago

May 19, 2025

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This time, it is not for a game plan but for a potential spot on a commission that could rewrite the rules of college sports as we know them. To make it even better, President Donald Trump started the whole thing.

https://img.particlenews.com/image.php?url=3CBTKt_11BdIvxJ00 — Who are the top prospects eligible for the 2026 NFL Draft? Find out who heads up our early top 100 big board and who you should have on your watchlist.

Vague Paul Finebaum Interview Adds Fuel to Concerns Over Nick Saban’s True Intentions for College Athletics

Trump’s latest plan involves forming a presidential commission to oversee college athletics. This group would regulate everything, including transfer portal rules and NIL payments. It’s supposed to include major “stakeholders,” possibly businessmen with college football ties. Soon, all eyes turned to Saban, who just so happened to speak to the POTUS at Alabama’s commencement earlier this month. Quite the serendipity, isn’t it?

While Trump’s team is reportedly working on the changes, Saban’s responses so far have been rather confusing.

After the news hullabaloo, Nick Saban joined the famous analyst on ‘The Paul Finebaum Show’ to highlight the recent happenings. During the conversation, the seven-time national champ clarified that he’s not sold on the commission idea.

As Saban puts it, “I don’t know a lot about the commission,” he said, adding, “I’m not sure we really need one.”

Now, that is interesting, considering this is the same man who spent the last two years calling out the chaos of NIL deals and the wild west of the NCAA, the transfer portals. Now, that has left college football podcasters Joe DeLeone and Blake Ruffino asking questions. On the latest episode of The Ruffino & Joe Show, the two questioned the sudden change of heart.

“Can we trust that Nick Saban is doing this unselfishly?” DeLeone asked. “Why are you suddenly downplaying it now that there’s federal involvement?” But that is not all DeLeone said.

“You are that guy. You’ve been calling for change forever. And now that there’s a real chance, you’re backing off?” said Joe DeLeone. Black Ruffino quickly joined in and doubled down on the skepticism.

“These coaches say they want change. They lie their asses off,” said Ruffino. The frustration, however, is not just about what Nick Saban had said. It is about the whole college coaching world acting one way in public and another behind closed doors. Joe DeLeone and Blake Ruffino took the example of Kirby Smart to explain the duality.

With the college football legend suddenly toeing the line and a political wildcard ready to toss him the keys to the kingdom, it is no surprise that podcasters are throwing red flags. Is it a selfless act, or is it simply strategic? As Joe DeLeone put it, “We don’t know what the underlying motives are for Nick Saban and why he wants to have a hand in the future of college athletics.”

While Nick Saban insists he wants to “protect the game” and “create value” for student-athletes, critics insist that the abstractness is gutting. They still wonder if he’s talking as a mentor or a businessman protecting his turf. After all, even his solution was all over the place.

Saban vaguely mentioned the need for federal-level consistency, mumbled about the importance of Olympic sports, and insisted he didn’t want to be “at the tip” of the spear. Yet somehow, he’s in the middle of the conversation with Trump about leading the thing?

RELATED: Nick Saban’s Daughter Shares Emotional Reaction After Missing Major Golf Event With Father

However, if Saban’s going to help shape the future of college sports, fans, athletes, and critics alike are left asking one simple question: Can the world really trust him to do it for the right reasons? And if he’s staying quiet while the power shifts, maybe that silence is the loudest thing he’s ever said.

College Sports Network has you covered with the latest news, analysis, insights, and trending stories in college football, men’s college basketball, women’s college basketball, and college baseball!

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IU softball eliminated from NCAA Tournament – The Daily Hoosier

No. 3 seed Indiana’s season came to a close on Saturday night at Bogle Park in Fayetteville, Ark. as the Hoosiers fell to No. 2 Seed Oklahoma State, 16-8 in six innings. Oklahoma State used a 12-run inning in the bottom of the third to pull ahead, 13-2. With the loss, the Hoosiers finished the […]

Published

2 hours ago

May 19, 2025

Your Sports Nation

No. 3 seed Indiana’s season came to a close on Saturday night at Bogle Park in Fayetteville, Ark. as the Hoosiers fell to No. 2 Seed Oklahoma State, 16-8 in six innings.

Oklahoma State used a 12-run inning in the bottom of the third to pull ahead, 13-2. With the loss, the Hoosiers finished the season at 34-20.

Indiana competed in three-straight NCAA Tournaments for the first time in program history.

Earlier in the day Saturday, Indiana edged No. 4 Seed Saint Louis, 4-2, in the day’s first elimination game at the NCAA Fayetteville Regional.

The elimination games were set up after a Friday opening game loss to Oklahoma State. After leading for much of that game, IU fell 11-6. Oklahoma State used a 7-run sixth inning to rally after trailing 6-4 through four innings.

IU has averaged 39.3 wins per season under the direction of head coach Shonda Stanton.

The Daily Hoosier –“Where Indiana fans assemble when they’re not at Assembly”

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2025 NCAA Softball Tournament: Super Regional matchups officially set

The first stage of the NCAA Tournament has concluded, and we are one step closer to crowning a champion of college softball. Following an exciting Regional round this weekend, the Super Regionals are set. The second stage of the tournament will feature eight best of three series between Regional champions. These matchups will begin play […]

Published

3 hours ago

May 19, 2025

Your Sports Nation

The second stage of the tournament will feature eight best of three series between Regional champions. These matchups will begin play on May 22 and conclude on May 26, if a game three is necessary. The winners of these two cities will meet in Oklahoma City at the 2025 Women’s College World Series later this month.

One of the biggest storylines to follow coming into the tournament is whether or not Patty Gasso and the Oklahoma Sooners can win a fifth-straight NCAA Championship. In their first-year in the SEC, they won the regular season outright and were co-SEC Tournament champions with Texas A&M after a weather delay turned into a cancellation of the conference championship game. Their road to the College World Series is not yet paved, though, and they’ll have some stiff competition if they want to achieve the ultra-rare five-peat.