London, Sep 17 (PTI) Rinku Singh, the only cricketer from Aligarh playing across formats of the game, hopes to boost his hometown’s image on a global scale after signing up with a UK-based sports marketing agency in London on Thursday.
EMW Global announced T20 World Cup-winning batter Rinku as their first cricket sign-up, making him the first Indian athlete to strike such a global pact. The Kolkata Knight Riders star knocked the ball around in the nets at a ceremony held to celebrate the launch of the agency’s Mumbai headquarters.
“I am the first player who has played for the IPL and the Indian team from Aligarh and I feel it’s a matter of pride for me,” Singh told PTI.
“Now, as I step on to the global stage (with EMW Global), I hope it will be a boost not only for me but also where I come from,” he said.
Rinku said he was attracted to EMW’s track record of having worked with global football superstars including Lionel Messi and Neymar Jr and promoting player authenticity because he does not wish to “change who I am or where I come from”.
“I wanted my story (of struggle from a humble background) to step onto the global stage,” he said.
With his wedding date to Samajwadi party MP Priya Saroj now set for December 4, Rinku admitted a sense of excitement around their upcoming nuptials. However, with a busy cricketing season ahead, he does not plan to take much time off the cricket pitch.
“The arrangements are being handled by the family. As for time off, I can’t skip any matches,” he laughed.
EMW Global said its entry into India forms part of an ethos of working across emerging markets as a global agency with a local touch.
“India is a global sporting powerhouse anchored by hundreds of millions of passionate fans,” said Michael Rocha Keys, founder and CEO of EMW Global.
“Expanding our Asian footprint into Mumbai and other hubs allows us to connect world-class Indian talent to our international ecosystem while bringing global IPs into the subcontinental market.
“Rinku is an exceptionally talented cricketer with ambitious goals, and we look forward to supporting his success both on and off the field,” he said.
As it enters India this week, EMW Global brings a stable that includes premier sports federations such as the Argentine Football Association (AFA), the Brazilian Football Confederation (CBF), the Norwegian Football Federation, and the Royal Spanish Football Federation.
Its operations in India will be led on the ground by local industry executives and backed by the established international offices.
“Campaigns are only truly effective when tailored to the cultural nuances of each region. Having local leadership on the ground gives us authentic regional expertise coupled with the reach of our teams around the world,” added Rocha Keys.
The London celebration was supported by former England goalkeeper David James, an avid cricketer himself who plays for Luton Indians Cricket Club in Bedfordshire, eastern England.
“Having spent significant time in India playing in the Indian Super League (ISL), I’ve seen firsthand that sport there is a way of life,” said James.
“Modern athletes are no longer restricted to a single sport or home market. Rinku’s story of dedication and humility is universal, whether you are in London, Mumbai, or Rio.
“EMW Global is building the exact international bridge that allows athletes to share their journey with a truly global audience,” he said. PTI AK AK AH AH
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