Sports units look to international players for endorsements

In view of the forthcoming World Cup Cricket in 2007, Jalandhar-based sports units are looking at international players for endorsement. Aresson International Pvt Ltd has signed up Chaminda Vaas of Sri Lanka and Fidel Edwards of the West Indies.

While other manufacturers want to follow suit, the main constraint is the money involved. Aresson International manufactures cricket bats and boxing equipment.

Talking to Business Standard, the managing director of Aresson, Raghunath S Rana, said, "We have signed up Chaminda Vaas and Fidel Edwards to have a presence in the global market. In the near future we will sign up some more."

When asked why there was no Indian player, he said, "They are picked up by MNCs and the amount paid to them is more than the turnover of our company."

Expressing similar sentiments, the managing director of Beat All Sports (BAS), R C Kohli, said, "We are eyeing Indian and foreign players for endorsement. But things are yet to materialise."

The major centres of bat manufacturing are Jalandhar, Meerut and New Delhi. One of the manufacturers said it was not possible for local manufacturers to strike deals that MNCs are capable of.

In the last financial year, the export figure touched Rs 400 crore and this year, the industry hopes to turn in Rs 450 crore because two World Cups, football this year and cricket in 2007, are approaching, with Jalandhar contributing 65 per cent of exports and the rest by Delhi and Meerut. Freewill Sports Pvt Ltd is a company manufacturing footballs and basketballs, under the brand name "FIFA".

Joint Managing Director Rajesh Kharbanda said, "The way the All India Football Federation is looking at the game and after Zee has taken the responsibility to telecast football matches, we will very soon endorse Indian football players."