Rio 2016 Olympics has drawn the attention of entrepreneurs building a lucrative market to encash on the popularity of athletes. Brands are seemingly keen on signing up one or the other of the three stars. While PV Sindhu bagged a silver medal, wrestler Sakshi Malik walked away with a bronze. Though gymnast Dipa Karmakar missed out on a medal by a whisker but her fourth place finish has brought her immense respect. While awards and accolades have paved up their way for the winners at the Rio, it is actually the brands which are likely to tap into their immediate popularity.
In today’s ad scenario, capitalistic society has made the commercialisation of sports inevitable, however, ad experts have created a caution against the gross commercialisation.
Adman Piyush Pandey has warned the agencies of misusing the athlete’s fame saying that brands should use them in a dignified manner. He has also compared the athletes with cricketers and has said that athletes don’t come anywhere close to competing with cricketers when it comes to endorsement deals.
However, Shripad Kulkarni, Managing Director, Vizeum India has found the comparison of endorsement deals of cricketers with another sportsperson incorrect and has said that every sport has a distinct appeal and persona besides reaching out to a different audience.