Saina Nehwal in 3-year, Rs 40-crore endorsement deal with Rhiti Sports Management

NEW DELHI: London Olympics bronze medallist Saina Nehwal has been signed up by Rhiti Sports Management, the company which manages endorsements for Indian cricket captain Mahendra Singh Dhoni, for a Rs 40-crore, three-year contract.

Rhiti will now manage Saina Nehwal's endorsements and brand associations, corporate profile, patents and digital rights, images and all other commercial rights exclusively, the company said.

Saina already endorses nine brands that include Yonex sportswear, Fortune oil, Indian Overseas Bank, Whisper and Emami Fast Relief. Rhiti has initiated talks with at least three more brands, a top executive in the company said.

Saina's recent success on the badminton courts has made her a much-sought-after star and has pushed up her brand value significantly over the past year.

This association will further enhance her brand value in the years to come, Arun Pandey, chairman and managing director of Rhiti Sports, said.

"We are proud to be associated with someone who is not only a youth icon for women but has also done a lot for badminton as a sport," he said.

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Rhiti has been in the news lately with lots of new ventures under its belt-from launching fitness centres to fragrances to being associated with India's first World Supebike Championship team. It also handles the marketing for IPL team Chennai Super Kings.