Carolina Marín queen in india. The 30 percent of his 433,000 Instagram followers are Indian; 25 percent are Spanish, they occupy the second place. And the Indonesians, the third in the admiration ranking. He plays in Delhi these days, in his house, as if he were in Huelva, his hometown.
“Everywhere I go, everyone recognizes me in this country.“, Marín admitted to EFE in an interview in New Delhi, where she was amazed by the affection that this nation gives her despite the fact that in the Rio 2016 Games she prevailed against the Indian Pusarla Sindhu, her eternal rival, in their fight for Olympic gold.
“It was something that surprised me very pleasantly. They received me with an admiration and a great affection that I did not imagine because, in quotes, I have taken the gold from (Sindhu). I feel grateful because many times, even when I go to the arena and compete, I feel like I’m in my own home,” she remarked.
With her triumphs, the current European badminton champion has also achieved what seems impossible for elite athletes who have nothing to do with football or basketball: that some of the most powerful brands in Spain want a place in their equipement.
Carolina Marín has built her own shelf in the showcase of the best athletes in the history of Spain for excelling in a sport that is not for the masses, but is emerging in the country, which has allowed him to show off Spanish sponsors throughout Asiawhere badminton is considered a king sport, and she, one of its queens.
The Olympic champion not only managed with her spectacular track record to give this sport a space on the Spanish sports agenda, but has also gained great popularity in a country like India, which idolizes its people when they cross the barrier of world success.
The kit that Marín wears at the Indian Open this week is sponsored by Movistar, Santander, LaLiga and Iberdrola, in addition to Yonexthe quintessential Japanese label for badminton equipment.
“Carolina, at a business level, has been of great interest on the part of Spanish companies,” Carolina Marín’s head of communication, Ignacio Paramio, told EFE.
Brands with a long international trajectory, such as PlayStation, Toyota, Sony, o Amazonamong others, have also jumped on the sponsorship bandwagon that is not limited only to carrying the brand logo, but also to participating in advertisements and advertising campaigns.
“We share the same values, that for me is fundamental, and I believe that this is teamwork. They use my image above all here, in Asia, which is where I have my most powerful image, and at the same time I have the support of Spanish sponsors and I am sponsoring that Spain brand”, says Marín.
The added value: Carolina herself
But, apart from international exposure, what does this athlete have for Spanish brands to trust her? Carolina Marín herself, “a very specific profile” because of the values she transmits, Paramio points out.
The story of this Olympic champion and three times worldwide in a discipline that only accounts for 0.2% of sports licenses in Spain “It causes that, whether they are the brands or even the fans, even if they are not badminton, they can identify with it,” he stressed.
“The work, the effort, the resilience in the fight, at the same time, the patience with the injuries. Of course, they are values that do not only belong to Carolina, of course, but perhaps Carolina has known how to transmit them for a long time in a very special way,” he said.
Spanish brands with “likes” from India
The fact that Marín is Spanish is still “exotic” for badminton fans, who are mostly concentrated in Asia, and that causes it to generate a lot of attraction, since “there are certain cultural similarities”, especially with India and Indonesia, he explained. Paramium.
In fact, the Asian giant represents more than 30% of the 433,000 followers that Marín amasses on Instagram, surpassing the Spanish, who are in second place, followed by the Indonesians. The Asian country even offered him to participate in a film about the Indian badminton player Saina Nehwal, bronze in London 2012.
“It is a very big difference because here it is a magnification, it is a beautiful sport that is present on television, in the media (…) and in Spain that costs us a little more. Yes, it is true that through the great titles that I have achieved have been made public, but compared to India, there is still a lot to be done,” Marín declared.