Will brands make long-term investments – Neeraj Chopra’s success?


When Neeraj Chopra won gold in the javelin at the 2020 Tokyo Olympics, it signaled the rise of a new sports superstar. Chopra’s charming personality, on top of his athletic performance, endeared him not only to the entire nation, but also to brands looking for new icons to associate with. Following his Olympic success, brands as diverse as insurance, finance, health drinks, and engine oils have appointed him as their brand ambassador. Chopra has an advantage because of his powerful personality and athleticism in a sport that requires tremendous power and skill.

When Neeraj Chopra won the Javelin Gold at the 2020 Tokyo Olympics According to an unnamed sports marketing expert, Neeraj’s silver medal at the World Championship will not diminish his brand value. “Because he is a young athlete, he will attract more brands to his endorsement list.” Furthermore, many brands are looking for new faces to break through the clutter of cricket and Bollywood celebrities, who have become overused and a blind spot. Not only that, but many of them endorse multiple brands, making it difficult to connect,” he observed.

The key here is consistency in his performance. Chopra’s decision to withdraw from the Commonwealth Games disappointed many fans because the chances of him winning gold were very high. However, fitness is more important, and carrying an injury and participating is a huge risk. Chopra is still popular, and with many international meets and competitions planned in the future, including the 2024 Paris Olympics, he has several chances to make his country proud. It is up to brand custodians to take that calculated risk and sign him up for categories in which he will be a good fit for their brands.

Tata AIA Life Insurance signed up Chopra last year after he won gold at the Tokyo Olympics, and they also ran a digital brand campaign titled ‘#TataAIAKaBharosa’, emphasising the importance of trust when it comes to making the right decisions in life regarding one’s financial future.

Expert in Branding Neeraj Chopra is an inspiration to the youth of India, according to Jagdeep Kapoor, Founder, Chairman, and Managing Director of Samiska Marketing Consultants. He is regarded as a role model. “Brands looking to hire him as a brand ambassador want to project a determined, consistent, and results-oriented brand personality.” The number of companies interested in him will increase.

“I think with this win, he has cemented his reputation as a ‘lambi race ka ghoda,” said Shubho Sengupta, Digital Marketing Consultant. He is in a very niche sport, but he is so well-known – he reminds me of Vishwanathan Anand. Finally, he represents New India, which the advertisers are well aware of. It makes me think of MS Dhoni.” 

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