Industry consultants talk about elements boosting ladies athletes’ visibility and protracted challenges in model associations.

A month has handed because the Indian athletic conginent displayed their dominance at a worldwide scale on the Asian Games 2022. Indian ladies athletes shone brightly on the Asian Games, contributing considerably to India’s historic medal tally of 107.

Their achievements included Jyothi Surekha’s gold in compound archery, Parul Chaudhary and Avinash Sable’s double podium in athletics, and Aditi Ashok’s historic medal in golf. Indian ladies’s success prolonged throughout varied sports activities, showcasing their distinctive expertise and dedication on the worldwide stage, making the nation proud.

Despite the elevated recognition gained by athletes like boxing champion Nikhat Zareen, badminton star PV Sindhu, desk tennis ace Manika Batra, and the Women’s cricket crew, they’re seldom seen in promoting campaigns for manufacturers.

Yannick Colaco, co-founder of FanCode, highlights the pivotal function of complete protection and strategic advertising in elevating ladies’s sports activities in India. Recognising the untapped potential in sports activities like basketball and volleyball in India, he emphasises the necessity for high-quality protection to foster a passionate fan base. He stresses the significance of showcasing reside occasions, crafting participating content material, and efficient advertising to create compelling narratives round ladies in sports activities.

However, he additionally acknowledges the growing help from stakeholders, sponsors, and conferences, indicating a constructive shift in the direction of selling ladies’s sports activities. Despite the progress, Colaco notes the present disparity between males’s and ladies’s sports activities, as a result of extra historic protection and funding that males’s sports activities has had.

“Comprehensive coverage and strategic marketing are essential in elevating women’s sports in India. We need respectful portrayal, high-quality coverage, and compelling narratives to foster a passionate fan base. While progress is evident, bridging the gap with men’s sports requires continued efforts and equal support.”

Myprotein, a well being complement model, has been collaborating with athletes in India for some time. However, they’re now planning to accentuate their efforts to ascertain partnerships with feminine athletes.

Sudeshna Saha, Regional Manager of India, Myprotein, believes alignment is a pivotal ingredient in partnerig with athletes. She mentions that the curiosity in rising India’s fringe sports activities and backing expertise that may push the subsequent era ahead is a vital side of this alignment course of for Myprotein.

“With brands like Myprotein that have direct involvement in the performance of these athletes, the interest from the brand aspect has evolved to address and develop exclusive product ranges that will be batch-tested for anti-doping through Informed Sport; Ensuring athlete safety and compliance with regulations. In this proactive involvement, the scope of the brand goes beyond just traditional endorsement support.”

Suhail Chandhok, CEO, U Mumba, emphasises the transformative journey of girls’s kabaddi in India. Chandhok highlighted that his focus together with his startup Elev8 India Sportz noticed them introduce the idea of “Mahila Mondays” for Kabadi to Shark Tank traders.

Their imaginative and prescient with the startup entails fostering ladies’s kabaddi, capitalising on its distinctive dynamics tailor-made for ladies, together with a faster-paced sport on modified courts. Chandhok expressed the necessity for function fashions to uplift ladies in sports activities. Despite the rising curiosity and inspiring responses witnessed via their sequence and state associations’ enthusiasm, he acknowledged the time it’d take for monetary advantages to align with the game’s potential.

Aakriti Vohra, LaLiga Global Network Delegate, India, says that the give attention to ladies’s sports activities continues to be a trending subject, each globally and in India.

“The future LaLiga has been able to recognise back in 2018 for India, and put into place it is in line with how brands are currently analysing woman sports at the moment. More than just a male football competition, LaLiga under an umbrella of entities, including the LaLiga foundation, LaLiga football school and LaLiga academy, has been investing in India for a while now with promising results.”

“From scouting India’s present Under -20 striker Kajol Dsouza, and offering her with a full scholarship to the EA Sports’ FC Futures LaLiga academy in Spain, to establishing India’s first residential ladies’s academy in Anantpur, the understanding of the scope and potential of the trade is evident, and certainly large.”