The life of a sportsperson can be likened to a rollercoaster ride, entertaining crowds who may not fully understand the effort behind delivering the perfect show every time. Manu Bhaker, India’s latest sporting sensation, embodies this truth. Her two Olympic medals in Paris are about to change her life, with advertisers vying for her endorsement. Forty brands are already in line, ready to invest heavily in her image. However, her journey wasn’t always paved with success. Her Olympic debut in Tokyo three years ago was marred by a malfunctioning pistol, overshadowing her performance. Despite facing criticism and advice from all corners, Manu persevered, bouncing back from the Tokyo setback with a renewed focus. Three years later, she stood on the podium in Paris, not once but twice, with two bronze medals – a remarkable achievement for any Indian athlete. Her success has created a frenzy among brands, eager to capitalize on her popularity. Many have even used her image without permission, leading to legal notices from her management agency, IOS Sports & Entertainment. The agency reports a surge in brand endorsement enquiries, with Manu’s value escalating significantly. Short-term deals are also on the table, particularly for digital campaigns, but the agency is prioritizing long-term partnerships. Shooting, as a niche and technical sport, often struggles for media attention, making the Olympic spotlight crucial for athletes. Manu’s success has sparked a surge in interest, leading to many short-term deals aimed at capitalizing on her Olympic momentum. However, her management agency is prioritizing long-term deals that offer sustainable value. Beyond the financial gains, Manu’s success comes with a responsibility to serve as a role model. Basketball legend Karim Abdul-Jabbar emphasizes the importance of athletes’ actions post-success, urging them to use their influence for good. While endorsements can be lucrative, he warns against creating a manufactured image of heroism that children might emulate blindly. Manu Bhaker’s journey highlights the complexities of sports marketing, where athletes’ value can skyrocket after significant achievements. Her success underscores the importance of athlete development and the role they play in inspiring the next generation. It is a delicate balance between leveraging success for financial benefit and ensuring that the athlete’s image is managed responsibly, promoting both sporting excellence and responsible role modeling.
