WordsWork to promote Indian athletes with new initiative ‘WordsWork Heroes’
WordsWork, is launching their new initiative ‘WordsWork Heroes’ kick-started by their collaboration with ace Indian rally driver – Gaurav Gill, the only Indian to have won the Asia-Pacific Rally Championship title twice till date. Gill recently received the Federation of Motor Sports Club of India (FMSCI) “motorsports person of the year” award in Hyderabad.
Speaking on the collaboration, Gaurav Gill said, “It’s absolutely fantastic to be associated to WordsWork. I’m sure their commitment and knowledge will help me achieve my targets.”
Neha Mathur Rastogi, founder and CEO, WordsWork said, “It is an honour for us to be the partner of choice for ace sports personalities like Gaurav Gill. We have also been working on individual capacity with CS Santosh and Yuvraj Singh among others and with this were keen to create a new focus area to support individual Indian athletes. This gave birth to our new initiative - ‘WordsWork Heroes’ where we will leverage the competence we have developed in the domain to meet the distinct needs of the extraordinary talent present in the Indian sports sector and help them achieve the recognition from fans and corporate partners that they deserve.”
With the exponential growth of the sports industry in India and brand value associated with the athletes, WordsWork will now use communication expertise to build the athlete's brand and also have them known for what they are doing outside of their sport, as well as what they are doing in it. The other essential aspect of the initiative will be to effectively manage them through crisis and challenging situations.
“Not all great athletes have a natural ability to be effective with the media. A lot of the players we have worked with are shy or aggressive and only need that bit of hand holding to be able to bring out the best in them. We have conducted media trainings for athletes in their individual capacity and feel there is immense scope in doing these customized trainings to help them achieve results”, added Rastogi.
WordsWork has handled NBA, FC Pune City, Hockey India, Roland Garros, Laureus World Sports Awards and other sports personalities like Narain Karthikeyan and Anirban Lahiri in the past; the firm will now have a focused division for talent-based PR.