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Neerav Tomar, founder and MD of IOS Sports activities, who has clocked sponsorships price over Rs 100 crore within the final 5 years for Olympic and different non-cricketing sports activities, mentioned there was nice curiosity from the large manufacturers.
He instructed ET that it had taken a while for the sponsors to look past cricket, however now issues have modified. “There’s already enormous curiosity after we are entering into and pitching in regards to the Commonwealth, Asian Video games, and Olympics. We’re assured of getting Rs 100-120 crore price of sponsorship offers,” he mentioned.
The Indian Olympic Affiliation (IOA) and the Athletics Federation of India (AFI) are the one ones who work with IOS Sports activities.
For the Tokyo Olympics, IOA roped in 13 sponsors and companions—the Adani Group, Amul,
Group, , MPL-Sports activities Basis, Herbalife, ‘s, Nippon Paint, JSW, and Sports activities For All—raking in over Rs 20 crore, marking a 40% improve over IOA’s complete sponsorship offers within the Rio Olympic Video games of 2016. All of the offers have been facilitated by IOS Sports activities.
Whereas the quantity could look small within the general sports activities sponsorship ecosystem, it’s a big quantity contemplating that it solely contains Olympic sports activities.
“We’re very completely satisfied to be a pacesetter within the non-cricketing house.” “In cricket, there are greater than 500 brokers and corporations who’re doing an excellent job. So, we do not need to be one other company in that house. That’s the place we took a very long time again,” mentioned Tomar.
Tomar, who was a top-level squash participant, based IOS Sports activities and Leisure in 2005 and signed Indian boxer Vijender Singh as the primary expertise. Immediately, the corporate is working with greater than 60 athletes throughout 12 disciplines, together with MC Mary Kom (Boxing), Manpreet Singh (Hockey), Saikhom Mirabai Chanu (Weightlifting), Lovlina Borgohain (Boxing), Hima Das (Athletics), Rani Rampal (Hockey) and just lately signed badminton gamers Dhruv Kapila and Ishaan Bhatnagar. It additionally manages Paralympic medallists like Nishad Kumar (Excessive Leap) and Manoj Sarkar (Badminton).
“After we began off, there was no market. The commercialization of cricketers began with Sachin within the late 90s, by the World Sports activities Group, however the expertise administration lastly arrived for different athletes post-Tokyo, when lastly folks realised that there’s a market and recognition for Olympians, even when they haven’t obtained a medal,” mentioned Tomar. “Now, even potential medallists are getting offers, and due to know-how and the fast progress of social media and smartphones, the entire influencer facet of enterprise has grown a lot, which was unimaginable in 2015.”
Tomar claims seven out of the 18 Olympic medals India has gained since 2008 have been gained by IOS athletes, together with Vijender Singh, who gained the primary medal in boxing for India in 2008.
IOS Sports activities has managed to signal offers with high manufacturers like Adidas, Nike, Tata, Puma,
, Pepsi and for its athletes.
Going ahead, IOS Sports activities is planning to develop the occasion administration facet of its enterprise, which incorporates boxing occasions below its subsidiary IOS Boxing.
The corporate had introduced plans to host boxing occasions in India, the US, UK, and different markets. Nevertheless, after the primary occasion in Goa, the pandemic put the plans on maintain.
“We plan to do common boxing reveals as a result of that is our experience, which no one else has, and we have now a world community for it. It is also a sport the place there’s a variety of pleasure and it may develop. We have now plans to do common combat nights, like a month-to-month present,” he mentioned.
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