This is a cricexec exclusive guest post by Nikhil Bardia, Head of RISE Worldwide Limited – whose clients includes Rohit Sharma, Jasprit Bumrah, Hardik Pandya, Shreyas Iyer, and Suryakumar Yadav among many others. RISE is one of India’s largest independent Sports, Lifestyle, and Entertainment companies, offering a comprehensive suite of services across Sponsorship Consulting, Athlete Management, Marketing and Media Rights Management, Sports Broadcast Production, Licensing, and Event Implementation.
In today’s sports ecosystem, an athlete is more than just a competitor, they are a brand. At RISE Worldwide, we take an athlete first approach that goes beyond commercial transactions to building them as long-term, sustainable brands. Our philosophy is rooted in authenticity, strategic planning, and aligning partnerships that reinforce an athlete’s core identity.
Building an Athlete’s Brand Beyond Performance
Athlete branding in India has traditionally been centered around performance-driven endorsements. However, we recognize that an athlete’s journey has highs and lows, and their brand must endure beyond their peak playing years.
Our process begins with understanding the athlete as an individual. Who are they beyond the field? What are their values, interests, and personal stories? These insights allow us to create a brand identity that feels organic and resonates with fans.
For example, when working with Hardik Pandya, we identified his deep passion for fitness and style. Instead of opting for a broad endorsement approach, we curated a wishlist of sectors and one of them was the launch of a sportswear brand that reflects his lifestyle and connects with his audience authentically. Similarly, with young athletes like Tilak Varma and Sai Sudharshan, we focus on establishing and nurturing their identity early, ensuring that they make choices that align with their personalities and long-term goals.
The Power of Data and Market Research
Branding isn’t just about perception; it’s about understanding what fans truly think. We invest in qualitative and quantitative research to determine how an athlete is perceived in the market. This research often reveals surprising insights that shape our strategy.
When we conducted research for Jasprit Bumrah, the data revealed that he was perceived as the most trusted athlete in Indian cricket. This insight helped us craft his brand positioning around credibility and reliability, aligning his endorsements with brands that reflect these values.
Data also plays a role in determining the right categories for an athlete. Rather than allowing short-term commercial gains to dictate partnerships, we evaluate which industries best suit an athlete’s personality and long-term aspirations. Additionally, market segmentation helps us tailor an athlete’s approach to different fan demographics, ensuring relevance and engagement across age groups and regions.
Aligning the Right Partnerships
A key part of brand-building is having the right partnerships. Instead of signing the first available deal, we ensure every endorsement aligns with the athlete’s identity and adds value to their audience.
For Rohit Sharma, we understood that his brand was built on relatability. His easygoing personality and love for caps led us to collaborate with New Era to launch a cap collection. Similarly, with LEO One, an education financing company, we aligned Rohit’s brand with an initiative that looks at addressing a problem and finding solutions, reflecting his values.
Similarly, for young and emerging athletes, we focus on long-term strategic planning. We help them avoid brand saturation by selectively choosing partnerships that align with their image and values. This careful selection ensures that their career trajectory remains stable and their brand continues to grow naturally. We also emphasize diversifying endorsement portfolios to balance high-visibility deals with meaningful partnerships that enhance credibility and long-term appeal.
Content and Digital Presence: Bringing Athletes Closer to Fans
The way fans interact with athletes has evolved dramatically. Social media, digital content, and engagement-driven campaigns are now essential for building an athlete’s brand. At RISE, we emphasize creating compelling content that fosters genuine fan engagement.
We work with athletes to create content that brings them closer to their fans. Whether it’s behind-the-scenes training sessions, personal life insights, or fan interactions, every piece of content must add value. By leveraging digital platforms, we help athletes control their narrative and strengthen their brand positioning.
Additionally, we use data analytics to identify the best platforms for engagement. Whether it’s Instagram, YouTube, Twitter, or emerging platforms like Web3 and NFTs, we help athletes optimize their reach and engagement through tailored digital strategies. We also explore innovative engagement methods and exclusive content drops to deepen the connection between athletes and their fans.
Legacy Planning: Thinking Beyond the Playing Years
A truly successful brand is one that lasts beyond an athlete’s playing career. Our focus is not just on endorsements but on creating a sustainable brand that extends into post-retirement opportunities.
One of the ways we do this is by helping athletes invest in equity deals rather than just endorsements. By becoming stakeholders in businesses they believe in, athletes secure long-term financial growth while building a brand that stands the test of time.
Additionally, we help them explore avenues such as academies, and entrepreneurial ventures that align with their interests. Rohit Sharma’s cricket academies, for instance, are an extension of his vision to give back to the sport and shape the next generation of cricketers.
We also look at philanthropic opportunities for athletes who want to give back to the community. Whether it’s supporting grassroots sports initiatives or launching nonprofit organizations, we ensure that an athlete’s impact extends far beyond the playing field. Through structured legacy-building initiatives, we help athletes create a lasting footprint that extends into coaching, mentorship, and community development.
Conclusion
Athlete branding is both an art and a science. It requires a deep understanding of the individual, the market, and long-term strategic thinking. At RISE Worldwide, we don’t just manage athletes; we build them into brands that have lasting value.
By integrating insights from research, fostering authentic partnerships, leveraging digital innovation, and planning for long-term success, we ensure that our athletes’ brands remain relevant and influential for years to come. Our success lies in balancing commercial interests with the authenticity that fans crave, ensuring that athletes continue to resonate with their audience at every stage of their career.
As we continue to shape the future of sports branding, our focus remains on authenticity, strategic partnerships, and creating meaningful fan connections. The next part of this series will delve into The Business of Sports Sponsorship and Marketing, exploring how brands and sports entities collaborate to create impactful marketing strategies.
