Neerav Tomar, founder and managing director of IOS Sports activities, who has contributed greater than Rs 100 crore to the Olympics and different non-cricket sports activities over the previous 5 years, mentioned large manufacturers are very .
He instructed ET that it took a while for sponsors to transcend cricket, however that has now modified. “There was a variety of curiosity after we are concerned in and selling the Commonwealth, the Asian Video games and the Olympics. We’re assured of securing a sponsorship deal value Rs 100-12 crore,” he mentioned.
The Indian Olympic Affiliation (IOA) and the Athletics Federation of India (AFI) are the one organisations partnering with IOS Sports activities.
For the Tokyo Olympics, IOA has attracted 13 sponsors and companions – Adani Group, Amur,
Group, , MPL-Sports activities Basis, Herbalife, ‘s, Nippon Paint, JSW, and Sports activities For All – over Rs 200 crore, a 40% enhance over IOA’s whole sponsorship deal for Rio 2016. IOS Sports activities brokered the deal.
Whereas that quantity could appear small within the total sports activities sponsorship ecosystem, it is a big quantity contemplating it solely consists of Olympic sports activities.
“We’re delighted to be a pacesetter in non-cricket.” “In cricket, there are over 500 businesses and corporations doing very well. So we do not need to be simply one other company within the discipline. It has been a very long time since we positions which have been taken earlier than,” Tomar mentioned.
Tomar is a prime squash participant who based IOS Sports activities and Leisure in 2005, signing Indian boxer Vikind Singh as his first expertise. At present, the corporate is working with over 60 athletes throughout 12 disciplines, together with MC Mary Kom (boxing), Manpreet Singh (hockey), Saikhom Mirabai Chanu (weightlifting), Lovlina Borgohain (boxing), Hima Das (monitor and discipline), Rani Rampal (hockey) and not too long ago signed badminton gamers Dhruv Kapila and Ishaan Bhatnagar. It additionally manages Paralympic medalists like Nishad Kumar (excessive soar) and Manoj Sarkar (badminton).
“After we began, there was no market. The commercialization of cricketers by world sports activities teams began with Sachin within the late 90s, however after Tokyo, expertise administration for different athletes lastly got here, when individuals lastly realized that there have been Olympians market and recognition, even when they do not get a medal,” Tomar mentioned. “Now, even potential medal winners are getting offers, and the industry-wide influencer progress is unimaginable in 2015, due to the speedy progress of expertise and social media and smartphones.”
Tomar claimed that seven of the 18 Olympic medals India has gained since 2008 have been gained by IOS athletes, together with Vijender Singh who gained India’s first boxing medal in 2008.
IOS Sports activities has efficiently signed contracts with prime manufacturers equivalent to Adidas, Nike, Tata, Puma, and so on.
Pepsi and its athletes.
Going ahead, IOS Sports activities plans to develop the occasion administration facet of its enterprise, which incorporates boxing occasions underneath its subsidiary IOS Boxing.
The corporate has introduced plans to carry boxing occasions in India, the US, the UK and different markets. After the primary occasion in Goa, nevertheless, the pandemic put plans on maintain.
“We plan to have common boxing exhibits as a result of it’s our specialty, nobody else has it, and we’ve a worldwide community. It’s additionally a sport that’s thrilling and may develop. We plan to have common combat nights, like each month one present,” he mentioned.