Vinesh Phogat’s Olympics loss: Bruised but not beaten, say brand experts
Wrestler Vinesh Phogat, who defeated reigning Olympic champion Yui Susaki on August 6, was disqualified before entering the finals on the subsequent day for being overweight by 100 grams. After being momentarily, Phogat became the first woman from India to make it to the Olympic wrestling finals. Her numerous victories at the Commonwealth Games, Asian Games, and World Championships in the past have given her brand excellent recognition. In addition, Phogat has received the Padma Shri, Arjuna Award, and Major Dhyan Chand Khel Ratna.
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As much as Indians rejoiced at her victory one day, they felt equally heartbroken the next. From PM Modi to IOA President PT Usha, everyone extended their support to tell Phogat that she remains a champion in her country’s eyes. Even brands put up posts to demonstrate their support.
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The wrestler has expressed her grief about the situation and announced that she plans to bid goodbye to the sport. The overnight twist for fate for the ace grappler may do nothing to dim the sheen of Phogat’s storied legacy as an athlete, but what about her brand value? Rohit Ohri, FCB Global Partner, said, “Vinesh Phogat's performance at the Olympics will have a positive impact on her brand value. All her life, she has battled odds, injuries and the system. She was once called a 'khota sikka'. Today, she was on the verge of creating history but lost out because of sheer bad luck. “Nothing can take away the fact that she has won 15 medals in the international championships. She is a true fighter. An inspiration for women to stand tall in the face of every adversity,” he added. Adding to this, Lloyd Mathias, Brand Strategist and Angel Investor mentioned, “What Vinesh has achieved in the last decade, her achievements, her steadfast fights, I think that's not going to go away. She's still going to be a very powerful brand when it comes to the sports arena outside of cricket. She's among India's best athletes after all.” This has been an unfortunate incident and this would have a setback no doubt. But Mathias thinks overall, she's still got a lot more in the tank. Holding a differing opinion from the rest, Dr Sandeep Goyal, Managing Director, Rediffusion really doesn't know what is the potential for using her as an endorser. “I would least recommend her to any client for that matter. It's not the first time that she was competing in the Olympics and knows that 100 grams more means 100 grams more,” he added. Future brand endorsement’s scope Experts believe her brand value will majorly remain unaffected. Ohri rather believes this setback will not negatively impact Phogat's endorsement opportunities. Brands will recognise her resilience, her fighting spirit and her accomplishments. She is an embodiment of the 'never say die spirit. Today, she stands for 'mettle' before metal. There is a huge wave of public sympathy for Vinesh. Brands may seek to ride that wave. Mathias even said, “Phogat’s brand will remain undiminished. Setbacks in sports are a way of life and this was not something technically illegal.” He further said, brands typically want to play completely safe when it comes to any controversies. If she had come back with a medal, it would have been hugely successful. But even now, the fact that she's fought steadfastly and made it to the final with such confidence, it's going to hold her in very good stead. Keeping all this aside, Goyal expressed that the cardinal requirement for endorsement business is recognition and recall. Athletes beyond cricket don’t earn as much spotlight because they are seen playing after a long gap. “Now, Neeraj Chopra will be seen again after four years. During that time, I won’t see him on TV or in a movie. A person who I don't see often, how can I endorse them,” he said. Nevertheless, Mathias remembers the Indian cricket team was 36 all out not very long back. Today, they are among the best teams in the world. In sports, disappointments are always very sad but the resilience and the power of a good sportsman is they've got to move on.
Tags : Olympic Games Rohit Ohri Wrestling Paris Olympics 2024 Lloyd Mathais Vinesh Phogat Neeraj Chopra