Champion PV Sindhu had conquered badminton super power China’s might. In their own den. When she captured the China Open Superseries crown. Close on the heels of her Olympic heroics last year. Brand Icon PV Sindhu is dominating the Chinese badminton brand market now.
Occupying more commercial space than the Chinese badminton armada. Appearing in larger than life drop down creatives on the Metro stations in China.
Sindhu is the brand ambassador for Yonex. The world leader in badminton sportswear and equipment has struggled to establish itself in the Chinese badminton market, among the biggest in the world. Li-Ning is the market king for badminton in China. Official sponsor of the Chinese badminton team. Endorsed by the best badminton stars in China, including the No. 1 Cheng Long.
According to reports, badminton rackets segment occupies the maximum share of the market, which is expected to reach $222 million (INR 1443 Crore) by 2020. The major share of this market is occupied by Ashaway, Babolat, Li Ning, Sports Direct and Yonex.
Yonex has opted Sindhu to be the face of its aggressive marketing campaign in China. India’s badminton princess in the latest Yonex campaign stands taller than any Chinese badminton icon. The Japanese brand is also endorsed by the undisputed king of world badminton – Lin Dan. But it’s Sindhu who has become the first choice for Yonex to promote its brand in the land of Lin Dan.
Sindhu in India is the highest priced female brand icon. According to reports Sindhu is getting Rs 1.25 crore per day, which put her even ahead of Bollywood divas Priyanka and Deepika. Her Rs 50 core brand value beats the collective brand purse of Saina Nehwal, Sania Mirza and country’s second medallist from Rio Sakshi Malik.
In Indian endorsement market, only Virat Kohli, Shah Rukh Khan, Amir Khan and MS Dhoni are ahead on Sindhu in terms of per day value as brand icon.