Brands run, lift, reach for Olympic stars
brands have signed sponsorship or partnership deals for the Paris Olympics, showing unprecedented interest in non-cricket sportspersons, with many keen to soft-block likely medallists. Radico Khaitan, Puma, Dream Sports, Amul, JSW Group and Adani Group are some major names associated with the Indian contingent bound for Paris.
«This is the first time we are doing such an association… sports in India is no longer just about cricket,» said Abhishek Khaitan, MD of spirits brand Radico Khaitan. «We have signed up as official spirits partner for India House, to cater to global tourists.» India House, being set up by Reliance Foundation and the Indian Olympic Association in Paris, has been envisaged as a cultural centre.
Athletes Consistently Visible
Others who have signed up include Aditya Birla Group, Borosil, Herbalife, Inox Leisure, Yes Bank and Bharat Petroleum Corp.
At over ₹50 crore, IOA's revenue from Paris sponsorships has doubled from that of the Tokyo Olympics.
Sponsorships span the gamut of deliverables, from logo display on official uniforms as with JSW, to equipping athletes with gear or kits, such as Puma.
«We are swamped by queries from brands looking to soft-block medal probables, since the athletes are not available (now) or are in training,» said Rahul Trehan, chief operating officer at talent management agency IOS Sports and Entertainment, which is handling marketing for IOA. «We haven't seen this sort of eagerness by Indian brands for non-cricket sports and it's very encouraging.»
Global Olympic
