The brand value of Indian batsman Surya Kumar Yadav, who is batting brilliantly in the T20 World Cup, has increased three times. Around 10 brands are preparing to announce Surya, who plays 360-degree shots as their new brand ambassador. This includes Beverage, Mobile Accessories, Media, Sports Apparel, Casual Apparel, and Education Abroad Service categories.
The fee increased from 20 lakhs to 70 lakhs
According to media reports, Surya used to take around Rs 20 lakh per day in 2021, but with the performance shining, he has now increased the endorsement fee to Rs 65 to 70 lakh per day. According to industry experts, new players charge Rs 25 lakh- 50 lakh per day, while more successful young cricketers earn Rs 50 lakh-1 crore.
Surya's social media presence grew by over 300%
Nikhil Bardia, head of sponsorship sales and talent management at Reliance Industries-owned RISE Worldwide Ltd, said it had signed Yadav in July 2021. Due to his on-field performance, his social media presence has increased by over 300%. He is included in the top 10 active cricketers on Instagram.
Earlier Surya had only 4 brands in its portfolio
Nikhil Bardia said, at the time he joined the company, Yadav had four brands in his portfolio. Today they have 10 brands that have been announced, while around eight deals are expected to be announced this month. The talent management agency aims to close around 20 brands for Surya Kumar by the end of the year.
The ability to play 360 degrees attracted marketers
Aviral Jain, managing director of American corporate investigation and risk consulting firm Kroll, said, “Yadav has been a consistent performer for the Indian team. He is rapidly building his reputation as a match-winner which very few cricketers have done. His ability to play 360 degrees has attracted marketers looking for a fresh, talented, and credible face in the industry.
Sports celebrity endorsements up 11% YoY
According to a report by GroupM ESP, spending on sports celebrity endorsements has increased by 11% year-on-year in 2021. A total of 444 brand endorsement deals have been closed in 2021. In this, cricketers have signed 318 endorsement deals. This accounts for 87% of the total brand endorsement value. Impact players like MS Dhoni, Virat Kohli, Rohit Sharma, and Hardik Pandya usually charge more than 20 million in a day.
Surya tops T20 batting rankings
Surya Kumar is at the top of the T20 batting rankings. He has 869 points. Surya has scored 225 runs in five matches in the T20 World Cup at a strike rate of around 200. Indian vice-captain KL Rahul is ranked 16th, while Virat Kohli is 11th and Rohit Sharma is 18th.
Sri Lanka's Wanindu Hasaranga has reached the top with 704 points in bowling. He achieved this position by defeating Rashid Khan of Afghanistan. India's Arshdeep Singh has reached a career best number 23.
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