P V Sindhu's brand set for a leap as she clinches world no 2 title

Sindhu is currently the highest-paid female athlete in India, followed by Sania Mirza, Saina Nehwal

After her win against Spain's Carolina Marin in the India Open Super Series finals on April 2, shuttler P V Sindhu has jumped from number 5 to number 2 on the world badminton women's rankings. Does this indicate a similar jump in her brand endorsement portfolio and fees though, experts believe only time will tell.

Sindhu, who shot to fame after she became the first and the youngest Indian badminton player to win silver on the Olympic podium. She has around 8 endorsement deals under her belt, the latest being Panasonic Batteries.

"For us, positioning her brand started much before the Rio Olympics. However, her continued wins just reinstate her brand promise. It increases the confidence brands will have in her, and since she has age on her side, it's just the beginning for her endorsement career," says Ramakrishnan R, co-founder and director, Baseline Ventures, the sports marketing and talent management company that handles Sindhu.

Other brands in her portfolio, include Bank of Baroda, Vizag Steel and Gatorade. Bank of Baroda, at one point, had cricketer Rahul Dravid as its brand ambassador, though after the contract ended, it did not replace him with another celebrity till Sindhu.

Given her rise to world number 2 and her consistent performance, there could be a rise in the attention she gets from brands. "While estimating the value proposition may be difficult, it is safe to say that the bulk of enquiries coming her way will definitely increase. However, being a female endorser, one challenge could be hiking the endorsement fee beyond a point, since Bollywood actresses come into comparison," says Neerav Tomar, managing director and chief executive officer, IOS Sports and Entertainment.

Estimates peg Sindhu's endorsement fees could hike up to Rs 40 lakh a day, which at around four to five days a year, puts the annual fees per brand at Rs 1.6 crore to Rs 2 crore. She is currently the highest paid female athlete in the country, followed by Sania Mirza, and Saina Nehwal. In fact, her endorsement fees are more than some of the newer/younger cricketer endorsers like Ravinder Jadeja and Ajinkya Rahane.

"Apart from age, there is a paucity of days she can commit to a brand which could help drive up fees. Badminton players anyway have a longer circuit to play, and with Gopichand as her coach, Sindhu really does not have many days to spare in a year. So whatever she signs, will be a premium and her time will come at a cost," says Indranil das Blah, COO and partner and CAA KWAN, a sports marketing and talent management firm.

Experts, however, are unanimous in the opinion that this is the time for Sindhu and her brand team to make the most of the enquiries coming her way. As was seen with Saina Nehwal, the life cycle of a badminton player on the court can be shorter (when compared to other sports) due to the higher risk of injuries. And since endorsement interest is heavily on the on-court performance, it would make sense to make hay while the sun shines.