“Indian market is developing fast, we want to grow together”: EMW Global sign cricketer Rinku Singh

**EDS: TO GO WITH STORY SPF34** London: Indian cricketer Rinku Singh (left) and former England footballer David James during the EMW Global celebration in London. (PTI Photo) (PTI09_18_2026_000001B) *** Local Caption *** New Delhi: For an athlete whose rise has been built on performance rather than publicity, Rinku Singh is now taking a big step towards building a global brand. The Indian cricketer has signed an international talent agency deal with EMW Global, becoming the agency’s first Indian client as it expands into one of the fastest growing sports markets in the world.Founded by Michael Rocha Keys, EMW Global has built its presence in emerging markets with a vision to help talent grow internationally while connecting brands with local audiences.Speaking to select media, Keys explained why India is central to the agency’s next phase, what made Rinku stand out beyond his cricketing credentials and how the partnership aims to develop its commercial profile through long-term brand partnerships and cross-sport collaborations in key international markets.Q: Why do you think India is such a special market and what is its potential?Michael: Apart from being an incredible country with an incredible culture, love and passion for sports, India is also a country that is quite close to my heart. The diaspora of Indians around the world is particularly present here in London. Quite apart from my passion for food and people.After many visits recently to my best friend’s wedding, I believe that as a market they have grown and developed and internationalized and I think now is the perfect time for EMW to enter the market and gain a foothold.Firstly with one of the local stars of the sport and then gradually, slowly but surely helping Rink grow his international brand but also helping to bring a lot of international opportunities from various diverse sports to the Indian market.The fans are amazing. At the World Cup, we saw all the different fan groups supporting many different national teams, whether it was Argentina or Brazil, and you can see the growth of the market. It’s exponential.It can also be seen in the fact that the Brazilian national team will be facing India very soon in a football match in India.The market is developing rapidly, we want to be involved, we want to add value, we want to grow together with this upward trend, and we are very happy about that.

Rinku Singh at Old Trafford ahead of Manchester United vs Manchester City in the Premier League. (IANS)

Q. Rinku Singh joins an impressive stable of other star athletes like Olivier Giroud and Peter Cech. What attracted you to him?Michael: First and foremost, it’s a character. I think we want to work with people who are not only sports stars but also their own characters. They have an appetite for international growth, success on and off the field, and I think Rinku embodies all these aspects and passions.It is a pleasure for us to work with him and grow with him because athletes come in all shapes and sizes.The most important thing is to have success in your respective sport, but then to be able to build that success off the field, off the field, or off the field into your respective passions is definitely a match made in heaven for us and will really help us grow and build his international brand.

The market is developing rapidly. We want to be involved, we want to add value, we want to grow together.

EMW Global Founder Michael Rocha Keys

Q: Are there any other Indian athletes that EMW wants to add to the list?Michael: The short answer is yes. We will consider adding to the list in the near to medium future. However, in the near future we want to focus on Rinka as our first market client to be able to help build and grow and show the market what we can do. First, the priority will be Rink, and then in the medium term, sometime probably in the second half of next year, we will probably look to collaborate with other athletes.At the moment, our friend Rinku is the immediate priority.Q: What does a successful partnership with Rinku look like in the next 3 to 5 years, both in terms of expanding the brand and setting a precedent for other Indian athletes?Michael: Success can be looked at in many different ways, but if you were to look at success from two main perspectives, one is commercial, from brand partnerships and the other from growing the Rinku brand in international and other priority markets.As an agency, we will try to help him develop in both of these areas. Building its brand partnerships not only in India but also in other key markets in long-term committed brands that it is also interested in.And partnering with other athletes in different markets to help him build the brand in those strategic regions, whether it’s in media, whether it’s content, whether it’s cross-collaboration, like we’ve done a lot here in the UK with David James.The aim will be to help build the Rinku brand through commercial brand partnerships, but also talent partnerships and content collaborations with other elite athletes in key sports and key regions.

Rinku Singh

Q. EMW Global has a strong heritage in global football and has worked with legends such as Messi and Neymar. What was your first thought when you reset Rinka?Michael: Having sporting honors and being a top athlete in your respective sport will only take you so far. I think one needs to have a sports mindset in order to want to grow one’s brand into international markets, into other industries outside of sports.Rinku’s openness and his passion to build his brand beyond India and beyond just the cricket space is definitely what attracted us to want to work with him internationally.Q: How can this partnership help Rinku’s global profile?Michael: We position ourselves as a global local agency specializing in emerging markets. We have branches all over Asia, Latin America, Europe and we will also soon expand to South Africa and also the USA in the coming years.The most important thing to help build Rinku’s brand, which will be a process, is understanding his passions outside of cricket and how we can tap into the diaspora of fans around the world who follow him in emerging and established markets by partnering with talent from different sports, be it basketball, football or baseball.There are so many different possibilities for cooperation and it is important to remember that the world is looking at India and seeing huge potential. Rinku provides this opportunity as a gateway not only for brands, but also for other athletes who want to build their brand locally, while also helping Rinku build their brand globally.There really is an amazing crossover opportunity, both ways.

Sports accolades and being a top athlete will only get you so far

Michael Rocha Keys, EMW Global

Q: Will EMW consider non-cricket athletes when it comes to expanding in India? How do you build that in a market where non-cricket athletes don’t necessarily have big money?Michael: I think it’s more of a strategic question, and as we’ve just launched, it’s definitely something to think about.Many international sports have come, some successfully, some not so successfully, and tried to launch into the Indian market. As we evolve and grow in the market, we understand the challenges involved.Right now we are focused on the launch and making sure we can put the best possible plan in place for Rinka, both from a national and international perspective. Then we can start thinking about what the market holds in terms of other sports.Q: Your portfolio includes Giroud, Cech and now Rinka. They are great athletes, but not always the biggest media personalities. How do you market athletes like that to brands?Michael: Everyone has a different personality. My personality is different, Rinku’s personality is different. Everyone has a different personality and a different way of communicating. Just because people don’t say much doesn’t mean they don’t have much to say.People have one personality in front of the media and another in the dressing room.I don’t think the quantity is important. I think quality is important. Actions speak louder than words.When you have someone like Rinku who maybe doesn’t have much to say in front of the media, I can assure you that when we sit in meetings, plan projects and do brand partnerships, that’s not the case.He’s very proactive in the way he approaches partnerships, whether it’s brand partnerships or athlete partnerships and crossover content, to make sure it’s very successful. I don’t believe it will be a problem.