Sports icons push for branded education

Sport icons like Anil Kumble, Brett Lee and Viswanathan Anand are all now playing on a different pitch. After being popular faces for brands ranging from consumer durables to biscuits, these sporting icons are now lending the awe their persona generates to educational institutes.

For instance, Indian test cricket captain Anil Kumble, who has so far advertised for brands like Samsung and Indian Oil, will now be the face of Manipal Education. Last month, Manipal Education announced Anil Kumble as their global brand ambassador.

Similarly, Deakin University too, recently announced Australian fast bowler Brett Lee, as the brand ambassador for Deakin's activities in India.

Viswanathan Anand has been advertising for NIIT for the past nine years and would continue to do so. He has also advertised for Parle Milk Shakti biscuits in the past.

While the universities do not reveal their arrangement with these sportstars, advertising industry experts believe that the fee charged for such educational endorsements would not be high as these icons only lend imagery rights.

Anil Kumble would be raking in around Rs 60-75 lakh a year for endorsing Manipal Education. Viswanathan Anand would be getting anywhere between Rs 75 lakh to Rs 1 crore. Universities are choosing sports icons as brand endorsers as they not only want to portray themselves as excellent in academics, but extra-curricular performances too.

Anand Sudarshan, managing director and CEO, Manipal Education says: "Anil Kumble personifies our brand values. Apart from being a world class cricketer, he has excelled academically. This association will assist Manipal Education in achieving our mission of providing students with well-rounded education."

Adds Professor Sally Walker, vice-chancellor, Deakin University, " At Deakin, we are absolutely dedicated to working hard to achieve quality outcomes in our research and our teaching; this is similar to the  determination that Brett has exhibited in his achievements."