Strategy

Branding Our Olympic Stars, How Valuable Are They?

Fresh off the podium, new sporting names that scripted India’s best-ever performance at the Olympic Games have emerged as bankable stars. What does it mean for their brand values and the marketing scope for their sporting disciplines?

Photographs by PTI

Parth Jindal’s phone has not stopped ringing ever since Neeraj Chopra won India’s sole gold medal in javelin at the recently concluded Tokyo Olympic Games. It comes as no surprise as Jindal is the director of JSW Sports, the organisation that manages the athlete.