Professional Management Group (PMG) has taken on Virender Sehwag for a period of five years to kickstart its ‘Sports Celebrity Management’ vertical. PMG will now look after Sehwag’s brand endorsements and other commercial commitments worldwide with a special focus on image building and reputation management.
PMG is a player in the sports marketing industry in India and specialises in syndicated articles, awards,ratings, consulting and sponsorship of sporting events and properties. It is chaired by legendary cricketer Sunil Gavaskar and co-owned by Sam Balsara and outdoor specialist Noomi Mehta.
Balsara, director at PMG and chairman of Madison World, said, “We are delighted to have a phenomenon like Sehwag on board. He is the epitome of aggression, confidence and resilience , has had a remarkable career and the best is yet to come. These attributes have helped him find his rightful place among all-time cricketing greats. These are the very same qualities which today’s brands want to project to find respect and admiration among their target audience and therefore I am confident that there will be many brands who will want to associate with him and benefit from this association.”
Melroy D’souza, chief operating officer, PMG, said, “Viru already is a very popular figure among the fans of the game all over the world. Brands recognize the appeal that he enjoys and the fact, that he is a non-controversial, simple and honest cricketer and a good human being who speaks his heart out. Our aim will be to enhance this appeal that among existing fans, create new fans across geographies and provide brands an effective medium to reach out to their prospective customers”.
Sehwag said, “I am very excited to have signed the deal with PMG. PMG since their inception have always done remarkable things for Indian sports & sportspersons. I am also elated that, I would be working with my childhood hero Mr. Sunil Gavaskar. And I am sure we are going to have a great partnership working together.”