Everyone knows that in India career in sports other than cricket is quite difficult. Governments and officials willnot encourage or allocate funds and getting endorsements for even the top players is extremely difficult. Companies too do not show interest in investing in players before the tournaments and Sindhu's case is the best example.
PV.Sindhu is now the golden girl of India after she became the youngest and first Indian woman to win silver at Rio Olympics at the age of 21. Ahead of Rio Olympics no one even gave her a chance and many wrote her off as she got a very tough draw in Olympics.
Last year brand managers of PV.Sindhu and Kidambi Srikanth approached many top companies to get sponsors for the players. but many of the companies insulted the players with the following responses.
"Both players will just be a 7-day wonder, lasting only as long as the Rio Olympics goes on.''
"We are not sure of their consistency and visibility.''
"Sindhu's two bronze medals at the 2013 and 2014 World championship were a one-off achievements.''
Baseline company which manages Sindhu and Srikanth's endorsements said many failed to read the talent of the two players. Baseline director Ramakrishnan said "While some were not interested, others made ridiculous commercial offers in single digit figures or low double digit figures,''
Now all of them are trying to run after Sindhu and for that matter Dipa Karmakar, Sakshi Malik and others. Harish Bijoor, brand consultant says "Corporates are reasonably short-sighted when it comes to backing sporting horses,''
Gopichand says "My personal opinion is that I would rather 'underdo' than overdo the endorsement,'' Till 2011 he used to handle Saina Nehwal's brand endorsements but due to his busy schedule left them.
