MUMBAI: Asset Management Ventures, a new venture of the Sanjay M. Lal-led Assetz FZC, has bagged the rights to manage cricketer Yuvraj Singh’s entire brand portfolio. This will include the Yuvraj Singh Foundation, Yuvraj Singh Centre of Excellence as well as his personal time for endorsements, ambassadorship and appearances. Cornerstone was earlier managing him.
Lal said, “Asset is a key initiator of the Celebrity Business Creation & Management Category in India. It is a matter of privilege that Yuvraj has awarded us the mandate for his entire portfolio and I am sure that with our vast experience and reach asset will become an asset for him.”
Lal, who set-up PDM International at Dubai in partnership with Percept, started Assetz FZC and Asset Communications to offer 360 degree innovative brand solutions and through the line
communication consultancy. Asset Communications stands for activation, sports, services, entertainment and talent.
Lal, in a career span of close to two decades with Percept D’Mark and later with PDM International, has managed and marketed cricketers like Sourav Ganguli, Yuvraj Singh, Zaheer Khan, Virat Kohli, to name a few. He has also handled numerous deals with some of the biggest Bollywood artists like Shah Rukh Khan, Hritik Roshan, Rani Mukherjee, Preiti Zinta, Priyanka Chopra and Daler Mehndi.
The International & Indian ventures, in a short span, have positioned him and asset as the region’s leading Sports, Entertainment and Brand Consultancy Expert. The asset team has developed a Talent Market concept with a library of over 22,000 artists from across the globe and every form of talent is accessible through the Dubai office of asset.
Asset Management Ventures is focused on managing and marketing a celebrity’s commercial time and to establish and nurture their career paths beyond their current professional commitments. The vision is to start initiatives with celebrities that intertwine their core competencies with their passions and run and manage the ventures professionally for them on an on-going, long term basis.
A sports marketing expert feels that Yuvraj‘s comeback to the Indian cricket team after cancer will be key in terms of what endorsements he brings to the table.
