World No. 1 Saina Nehwal closes in on Rs 25 cr deal, but it has a catch

Saina Nehwal is in her seventh year in the Top 10, boasts a dozen career titles as well as the Olympics bronze.

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Saina Nehwal recently returned with the silver medal from the World Championship. (Source: AP)

Back to No. 1 in the rankings, Saina Nehwal is on the verge of signing a shirt sponsorship deal in the range of Rs 10-12 crore, her new sports management firm IOS revealed on Thursday. Neerav Tomar, MD & CEO, IOS Sports & Entertainment said his firm had pursued “India’s most high profile woman athlete” and could line up endorsements to the tune of Rs 25 crore over three years, subject to consistency in her performance.

Nehwal is in her seventh year in the Top 10, boasts a dozen career titles as well as the Olympics bronze, and recently returned from her maiden silver at the World Championships. “She is one of the largest signings for IOS and the biggest star in India outside of cricket. Right now, there are 3-4 deals waiting to be finalised and the shirt deal will be announced in a few days. We’re looking at a figure of Rs 25 crore, but that figure is dependent on her consistency and performance and on condition of winning gold at Rio,” Tomar added.

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India might be warming up to sports other than cricket, and Nehwal’s progress at the Worlds was followed closely, even as she broke her quarterfinal jinx and marched into the final at Jakarta last week. But interest in non-cricket sport will always hinge on outstanding performance, and Tomar is candid when he talks about target-based bonus-clauses in the contract.

“She’s a global phenomenon and a huge asset for India and a rare World No. 1 in racquet sports (in singles). Her sport is viewer friendly, and badminton now gets telecast on TV, so she is visible. But maintaining the No. 1 ranking and winning gold at Rio will get her the best deals.

“Saina is like the Sachin (Tendulkar) of women’s sport in terms of her consistency. There is a lot of interest in her brand, but there is a consistency clause in the deal,” he explained of the three-year contract.

IOS manages several high profile sportspersons like Sushil Kumar, Vijender Singh and recently cricketer Suresh Raina. “Saina appeals to multiple segments and she has great value across verticals,” he added.

On Thursday, Nehwal went past Carolina Marin (80,612) in the ranking charts owing to her run at the Worlds (82,792 points) and though she lost the title match to the Spaniard, it has been a successful season with an All England final, aside of the titles she’s won in India and the podium at the Worlds. “It’s great, a very big achievement being World No. 1. Everyone wants to do well, so it’s good when I can achieve it and regain it. I’ve been Top 5, Top 3 in recent times, but World No. 1 gives you a sense of confidence like nothing else. Of course you have to be alert because others are looking to trip you up,” she said.

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The big titles might be eluding her, but Nehwal remains in contention for any tournament she enters, such has been her consistent showing on the international circuit. “Someone like Mary Kom has respect, but Saina inspires millions, she has a different persona. We’ll ensure nothing interferes with her training, but we’ll take care of all her off-court assignments,” Tomar said.