Kuala Lumpur: BWF Secretary General Thomas Lund has hailed Indian ace shuttler Saina Nehwal’s new multi-million-dollar agreement as a pointer of badminton’s continued arise to inflection in sport’s tellurian blurb industry.
World No.1 Saina will acquire an estimated USD 3.7 million in a two-year understanding with sports government group, IOS Sports Entertainment, who will conduct her endorsements, appearances, code profiling, patents, chartering and digital rights, images and prominence on amicable networking sites.
IOS also cumulative remunerative corporate linkages for Saina with a proclamation final Friday that she is a new code envoy for Edelweiss Financial Services ?- one of India’s heading financial groups ?- and will underline in a 360 grade multi-media campaign.
“This is a good instance for other badminton players of how on-court formula can interpret to financial rewards. This is a pay-off for operative tough on your off-court participation and enchanting with media, fans and sponsors,” pronounced Lund.
“Just after a match, either carrying won or lost, it is mostly burdensome to face a general media or seem during unite activities, though this is what is indispensable and approaching from superstars like Saina. It’s not usually personification good matches though also bearing like this that builds a player’s code value while compelling a sport.
“Saina is positively one of a many important stars on a general badminton circuit and her sporting excellence has led to her apropos a inhabitant luminary and indeed a code in India. She clearly understands a value of her code and has been operative tough to maximize it. This has done her a blurb commodity with whom companies wish to be compared and she has a accumulation of endorsements.
“Earlier this year she went to Dubai to foster badminton and a Dubai World Superseries Finals and was a strike with fans there. This is one of a aspects that we have been articulate to players about in a new Players’ Media Education Programme; about a advantages of raised a certain picture as an contestant and doing their off-court commitments professionally. These are a things that assistance make them superstars.”
During final month’s World Championships, BWF presented a array of seminars to players per how they describe to a media, sponsors and fans and a impact it can have on their blurb value, as good as how badminton advantages as star players attract some-more courtesy to a sport.
“Coming on a heels of a Media Education Programme, this is a ideal instance of what we wish players to understand. Badminton is their provision and how they perform both on and off justice has a blurb value and that corporate entities are looking during them and assessing their value,” Lund said.
“It’s a good step for badminton to see superstars like Saina and Lin Dan (China) reaping blurb rewards. It proves a business universe is assessing badminton’s expansion and augmenting recognition and how it can gain on that,” he added.
Such developments, a BWF Secretary General highlighted, element other successes that badminton has been enjoying of late, including a ability to attract high-profile corporate sponsorship; a enrichment in a Olympic Movement and expansion in a tellurian foster domicile strech that now exceeds 500 million, with badminton being foster in some-more countries than ever before.
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“This is a healthy association to what’s been function in badminton altogether and to a fact that a competition is doing well. It’s been good documented that when a competition is flourishing, afterwards a tip players have a ability to attract this kind of blurb interest,” he forked out.
“We have been regulating a tenure ‘badminton rising’ over new years to showcase a sport’s solid and clever ascent.
Badminton has changed adult to Group 3 of Summer Olympic sports and we are constantly building and innovating a competition to make it improved not usually for fans and sponsors but, of course, for a players too as we count on them to assistance build and foster badminton,” he said.
“Saina’s success here shows how athletes and their competition can work hand-in-hand for mutual benefit.”