Manu Bhaker named BBC Indian sportswoman of the Year 2024: A journey of ups & downs

The other four nominees were golfer Aditi Ashok, shooter Avani Lekhara, cricketer Smriti Mandhana and wrestler Vinesh Phogat

Shooter Manu Bhaker has been named the BBC Indian Sportswoman of the Year for 2024 after a global public vote, solidifying her position as one of India’s most remarkable athletes. The 22-year-old made history at the Paris Olympics, becoming the first Indian woman to win two medals in a single edition of the Games. She secured bronze in the women’s 10m air pistol and another bronze in the mixed 10m air pistol event alongside Sarabjot Singh. Her triumph is a testament to her resilience, determination, and ability to inspire the next generation of female athletes.

On receiving the award, Bhaker remarked, “I have had a journey of ups and downs. I hope I can inspire women, all athletes, and people with big dreams. Your journey doesn’t end if you are struggling. You write your own story.”

Bhaker’s rise to fame underscores how individual athlete narratives create compelling brand stories, making her an attractive choice for sponsorships and campaigns that emphasize perseverance and excellence. Her victory further highlights the growing commercial potential of women’s sports, with brands increasingly recognizing the influence of female athletes in driving engagement and inclusivity.

The BBC Indian Sportswoman of the Year (ISWOTY) Award, now in its fifth edition, continues to celebrate the achievements of India’s top female athletes. The five nominees for 2024 included golfer Aditi Ashok, shooters Manu Bhaker and Avani Lekhara, cricketer Smriti Mandhana, and wrestler Vinesh Phogat. These sportswomen were shortlisted by an eminent jury of sports journalists and writers, reflecting their exceptional contributions to the sporting world.

Fiona Crack, Deputy Global Director, BBC News, emphasized the award’s impact:

“Now in its fifth year, the BBC’s Indian Sportswoman of the Year has shone a bright light on a range of inspirational sports stars across the country. We’re delighted to announce this year’s nominees and showcase their talent to the world.”

Beyond Bhaker’s victory, three additional awards were presented to recognize outstanding contributions in various sporting categories. Avani Lekhara was named the BBC Para Sportswoman of the Year, becoming the first Indian woman to win three Paralympic medals, including gold at Paris 2024. The BBC Emerging Player of the Year and BBC Lifetime Achievement Award further honored the rising stars and veterans shaping Indian sports.

A significant addition to this year’s ISWOTY celebration was the Champions’ Champions initiative, a special documentary showcasing the individuals behind the success of medal-winning athletes. One highlight was a feature on guide runners for blind athletes, available across the BBC’s six Indian language platforms and English outlets. This initiative reinforced the importance of recognizing those who contribute behind the scenes to India’s sporting success.

BBC Director General Tim Davie praised Bhaker’s achievement, stating:

“Manu Bhaker’s historic Olympic performance is a defining moment for Indian sports. Her journey from a promising young shooter to a record-breaking Olympian inspires athletes across the country and beyond.”

For brands and marketers, the BBC ISWOTY Awards offer a powerful case study in storytelling and audience engagement. Women’s sports have become a brand goldmine, with increasing recognition leading to lucrative sponsorships and partnerships. Authentic narratives, such as Bhaker’s journey, resonate deeply with audiences, creating strong emotional connections and enhancing brand affinity.

The ISWOTY Awards continue to serve as a platform for amplifying the visibility of women’s sports, breaking gender stereotypes, and inspiring future generations. As the landscape of Indian sports evolves, the marketing potential of women athletes will only continue to grow, making them key figures in campaigns promoting resilience, excellence, and inclusivity.