New Delhi: For an athlete whose rise has been built on performances rather than publicity, Rinku Singh is now taking a big step towards building a global brand. The India cricketer has signed with EMW Global for international talent representation, becoming the agency’s first Indian client as it expands into one of the world’s fastest-growing sports markets.Founded by Michael Rocha Keys, EMW Global has established its presence across emerging markets with a vision of helping talent grow internationally while connecting brands with local audiences.In a conversation with select media, Keys explained why India is central to the agency’s next phase, what made Rinku stand out beyond his cricketing credentials, and how the partnership aims to develop his commercial profile through long-term brand partnerships and cross-sport collaborations in key international markets.Q. Why do you think India is such a special market, and what is its potential?Michael: Apart from India being an incredible country, with an incredible culture, and a love and a passion for sports, it’s also a country which is quite close to my heart. The diaspora of Indians around the world is especially present here in London. Quite apart from my passion for the food and the people.Having made many visits more recently for my best friend’s wedding, I do believe that as a market, they have been growing and developing and internationalising, and I think now is the perfect time for EMW to come into the market and to be able to get a foothold.Firstly, with one of the local stars of the sport, and then gradually, slowly but surely helping Rinku to grow his international brand, but also helping to bring lots of international opportunities from different diverse sports into the Indian market.The fans are amazing. We saw around the World Cup all of the different fan groups supporting many different national teams, whether they be Argentina or Brazil, and you can just see the growth of the market. It’s exponential.You can see that also by the fact that the Brazilian national team are due to play against India very soon in a football match in India.The market is developing rapidly, we want to be involved, we want to add value, we want to grow together with that upwards trend, and we’re very excited by that.
Rinku Singh at Old Trafford ahead of Manchester United vs Manchester City in the Premier League. (IANS)
Q. Rinku Singh joins an impressive stable of other star athletes like Olivier Giroud and Peter Cech. What attracted you to him?Michael: First and foremost, he’s a character. I think we want to work with people that not just are sports stars, but also, in their own right, characters. They have an appetite for international growth, success both on the pitch and off the pitch, and I think Rinku embodies all of those aspects and those passions.For us, it’s a pleasure to work together with him and to grow together with him, because athletes come in all different shapes and sizes.The most important thing is to have success in one’s respective sport, but then to be able to build that success off the pitch, or off the court, or off the field into one’s respective passions is definitely a match made in heaven for us, and it will really help us to grow and build his international brand.
The market is developing rapidly. We want to be involved, we want to add value, we want to grow together.
EMW Global Founder Michael Rocha Keys
Q. Are there any other Indian athletes that EMW is looking to add to the roster?Michael: The short answer is yes. In the near to medium future, we will be looking at adding to the roster. However, in the near future, we want to be focusing on Rinku as our first client in the market to be able to help to build and grow and show the market what we can do. First, the priority will be on Rinku, and then in the medium term, sometime probably in the second half of next year, we’ll be looking to likely work with other athletes.At the moment, the immediate priority is our friend Rinku.Q. What does a successful partnership with Rinku look like over the next 3 to 5 years, both in terms of brand expansion and setting a precedent for other Indian athletes?Michael: Success can be viewed in many different ways, but if you were to look at success from two main perspectives, one being commercially, from brand partnerships, and the other being from growth of Rinku’s brand in international and other priority markets.As an agency, we’re going to be looking to help him develop across both those spaces. Building out his brand partnerships, not just in India, but in other key markets, in long-term, committed brands that he also has an interest in.And partnering with other athletes across different markets to help build his brand in those strategic regions, whether it be across media, whether it be across content, whether it be cross-collaborations, like we’ve been doing a lot here in the UK with David James.The idea will be to help build Rinku’s brand through commercial brand partnerships, but also talent partnerships and content collaborations with other top-level athletes in key sports and key regions.
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Q. EMW Global has a strong legacy in global football and has worked with legends like Messi and Neymar. What was the first thought when you zeroed in on Rinku?Michael: Having sporting accolades and being a top-level athlete in one’s respective sport will only take you so far. I think one needs to have a mindset out of sports to be able to want to grow one’s brand into the international markets, into other industries outside of sport.Rinku’s openness and his passion to build his brand outside of India and outside of just the cricket space is definitely what attracted us to want to work with him on an international basis.Q. How can this partnership help Rinku’s global profile?Michael: We are positioning ourselves as the world’s local agency, specialising in emerging markets. We have offices across Asia, in Latin America, in Europe, and we’ll also soon be expanding offices into South Africa, as well as the US in the coming years.The most important thing to help build Rinku’s brand, which will be a process, is understanding his passions outside of cricket, and how we can tap into the diaspora of fans around the world who follow him in the emerging and established markets through partnerships with talent from different sports, whether it be basketball, football or baseball.There are so many different collaboration opportunities, and it’s important to not forget that the world looks at India and sees the huge potential. Rinku provides that opportunity as a gateway for not just brands, but other athletes that want to build their brand locally, and at the same time can help Rinku build his brand globally.There really is an amazing crossover opportunity, both ways.
Sporting accolades and being a top-level athlete will only take you so far
Michael Rocha Keys, EMW Global
Q. When it comes to expanding in India, will EMW consider non-cricket athletes as well? How do you build that in a market where non-cricket athletes don’t necessarily command big money?Michael: I think that’s more of a strategic question, and as we’ve just launched in the market, it’s definitely a cause for consideration.Many international sports have come, some successfully, some not so successfully, and tried to launch within the Indian market. As we develop and grow in the market, we’ll get an understanding of the challenges around that.Right now we’re focused on launching and making sure that we can put the best possible plan in place for Rinku, both from a national and international perspective. Then we can start thinking about what the market holds in terms of other sports.Q. Your portfolio includes Giroud, Cech and now Rinku. They’re great athletes but not always the biggest media personalities. How do you sell such athletes to brands?Michael: Everyone has a different personality. My personality is different, Rinku’s personality is different. Everyone has a different personality and a different way of communicating. Just because people don’t say a lot doesn’t mean they don’t have a lot to say.In front of the media, people have one personality, and in the dressing room, they have another.I don’t think quantity is important. I think quality is important. Actions speak louder than words.When you have someone like Rinku, who might not have a lot of things to say in front of the media, I can assure you that when we’re sat in meetings, planning projects and doing partnerships with brands, that is not the case.He’s very proactive in the way he approaches partnerships, whether it’s a brand partnership or an athlete partnership and crossover content, to make sure it’s going to be very successful. I don’t believe that will be an issue whatsoever.