This 'underdog' is having his day | Financial Express | Dr Anjali Chopra

Dr Anjali Chopra, Associate Professor - Marketing & International Business, K J Somaiya Institute of Management, shared her views in an article titled 'This ‘underdog’ is having his day' in The Financial Express.

In the article, she highlights that rising athletes are particularly more attractive to brands. She explains that younger audiences tend to be more engaged with up-and-coming stars, making them ideal ambassadors for products. This increased fan enthusiasm translates into higher endorsement values.