Indian shuttlers are smashing it on international courts and building the sport's value like never before. But most brands want to invest in events and short-term partnerships
In August 2021, when ace shuttler PV Sindhu won her second Olympic medal, brands flocked to congratulate her for the historic moment. However, Baseline Ventures, the sports marketing agency that manages all commercial deals for Sindhu, didn’t think it was a great idea. The agency sent legal notices to around 20 brands on her behalf, seeking damages worth Rs 5 crore from each for unauthorised use of her name and pictures for marketing purposes.