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Vijender Singh

Our Bureau

New Delhi, Aug. 26 Make hay while the medals shine is the new strategy for those managing officially and unofficially the careers of India’s Olympic heroes.

India’s solo gold medallist, Abhinav Bindra, is likely to sign deals that are worth more than many cricketers have. Vijender Singh, the handsome young boxer who returned with a bronze, may have signed his first endorsement deal as brand ambassador for a life insurance company.

Bajaj Allianz Life Insurance, coincidentally is also expected to announce its new brand ambassador, an Olympic medallist, soon. He is believed to charge Rs 60-70 lakh for exclusive sector-wise deals, according to industry sources.

Neither Bajaj nor the agency that manages the boxers account, Infinity Optimal Solutions (IOS), wanted to comment on the deal.

However, Mr Neerav Tomar, CEO, IOS, says sports apparel, lifestyle apparel, telecom and beverage companies have all shown interest. He has already been featured as a model in magazines such as Mens’ Health and M.

IOS is now in talks with other lifestyle publications. “Vijender is a mass youth icon, he is good looking, will do well in TV ads and will also relate to small towns and villages,” says Mr Tomar. Bindra, who sports marketers have decided has a more niche profile and will relate to brands with an intellectual bent. Deals are being finalised for him too. “No one has thrown me out of their offices, but it’s not like everyone has ready funds,” says Ms Latika Khaneja of Collage Sports Management. “He has fantastic brand value, however breaking down the figure and finalising the legal process and contract takes time,” she adds.

Sushil Kumar who bagged a bronze in freestyle wrestling and Vijender Singh, are being touted as the new brand ambassadors for everything from two wheelers to telecom operators. As long as the media focus doesn’t wane the sport stars will benefit.

IOS had spotted the boxer at a 2005 challenger event in which five Indian boxers including fellow Olympian Akhil Kumar had challenged Athens Bronze winner South Korean Kim Jungjoo.

Vijender had beaten the South Korean in the event telecast live. Now he could take Kim’s place in the Challenger bouts that IOS is considering.

“Vijender is a great package but at the end of the day it his performance in the ring that is critical. He is a boxer finally and not a model or Bollywood star,” said Mr Tomar.

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