Gold at Asiad to pack a punch for brand ‘Mary’

Winning the Gold at the Asian Games and being the first Indian woman boxer to do that is seen as a terrific come back for MC Mary Kom.

Mary Kom, who became a more recognised name after the release of the eponymous biopic starring Priyanka Chopra in September, is likely to see her brand valuation surge, say talent managers.

Her brand valuation can go up 20-25 per cent post this historic win at the Asian Games and help her further leverage the iconic status she has got post the biopic’s release, say brand experts.

“Magnificent Mary”, who bagged the Bronze medal at the London Olympics 2012, has been associated with nearly a dozen brands including P&G, Tata Salt, Monnet, Dalmia Cements, and Vodafone.

Neerav Tomar, Managing Director and CEO of IOS Sports, which handles her endorsements, said: “Winning the Olympic medal helped her get her due share and she has been associated with nearly 12 brands. The biopic has now made her star of the masses, and this win is a big milestone.”

Tomar said hat after the film’s release three more brands have signed her up, and enquiries from others have already started pouring in after the Asian Games win. A sports clothing company and a hospital chain are among brands that recently roped her in for endorsements.

He said that the latest win will not only add more brands to her endorsement tally but also help renew existing deals at a higher valuation especially those that are to come up for renewal in December.

Indranil Das Blah, COO of talent and sports management company CAA-Kwan, said: “Unlike cricketers, for athletes brand endorsement deals remain a challenge, as visibility of the sport is limited. But the biopic has helped Mary Kom become a name, beyond the sports audience. And this win will positively help increase her brand valuation.”

Prasanna Khare, Business Head – Percept Talent Management, said that “this Gold medal will help her maintain her brand value over a longer period of time.”

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