Italian sports lifestyle brand Fila has appointed ace cricketer
Virender Sehwag as its brand ambassador as it plans to increase
its footprint across the Indian subcontinent.
say that the three-year deal is valued at Rs 80 million working
out to roughly Rs 25 million per year. The payment includes
endorsement fee as well as bonuses.
deal belies fears that the value of cricketers have dwindled
following humiliating losses in two back to back overseas
series in England and Australia.
Sehwag will be Filas brand ambassador across all categories
of Footwear, Apparel & Accessories. Fila aims to strengthen
their brand recall and further enhance their presence in India
with this strategic appointment.
dashing cricketer will be a part of Filas marketing
communication strategy across print campaigns, radio ads,
television commercials, in store branding and online.
internationally has been associated in the past with various
Sports stars like Michael Schumacher, Boris Becker and Björn
on the association Fila India CEO Rajiv Bajaj said, Cricket
is one of the most widely followed sports in India, so when
we decided to appoint a Brand Ambassador, a Cricketer was
the obvious choice. We chose Virender since he personifies
our brands core values and we recognized the great synergy
between him and our brand. Virender also holds a World record
and has a huge fan following amongst the youth, which is our
primary target group.
have ambitious growth plans and are sure that our association
will take us to greater heights that we aim to achieve. We
are confident that Fila will tremendously benefit from this
currently has a presence in over 1,800 outlets along with
35 exclusive Stores in India across High Streets & Malls.
The company plans to cross 100 exclusive stores within the
next 2 years.
endorsements are managed by Professional Management Group,
which is co-owned by former Indian captain Sunil Gavaskar,
Sam Balsara of Madison Group, and Noomi Mehta of Selvel Publicity.
had last year signed a five-year deal with Sehwag which included
a minimum guarantee of Rs 1 billion valuing the deal at Rs
200 million per year.
cricketer currently endorses nine brands which includes the
likes of adidas, Zandu Balm, Boost, JK Cement, Hero MotoCorp,
Royal Challenge, Rasna, Karbonn Mobiles and Nirala.