Nirav Tomar, founder and managing director of IOS Sports activities, which has acquired greater than Rs 100 crores of sponsorship from Olympic and different non-cricket sports activities over the previous 5 years, stated large manufacturers are displaying a number of curiosity.
He advised ET that it took a while for sponsors to maneuver past cricket, however that has now modified. “There’s a enormous quantity of curiosity after we get collectively and speak in regards to the Commonwealth, the Asian Video games and the Olympics. We’re assured that we are able to get sponsorship offers price Rs 100-120 crore,” he stated.
The Indian Olympic Affiliation (IOA) and the Athletics Federation of India (AFI) are the one ones working with IOS Sports activities.
For the Olympic Video games in Tokyo, IOA attracted 13 sponsors and companions – Adani Group, Amul,
Group, , MPL-Sports activities Basis, Herbalife,’s, Nippon Paint, JSW and Sports activities For All have raised over Rs 20 crore, 40% greater than IOA’s complete sponsorship offers on the Rio de Janeiro Olympics in 2016. the offers had been facilitated by IOS Sports activities.
Whereas this quantity could appear small within the total sports activities sponsorship ecosystem, it’s a important quantity contemplating it solely contains Olympic sports activities.
“We’re thrilled to be a pacesetter within the non-cricket area.” “Cricket has over 500 brokers and firms doing an excellent job. Subsequently, we don’t need to be one other company on this space. This can be a place we took a very long time in the past,” Tomar stated.
Tomar, who was a prime stage squash participant, based IOS Sports activities and Leisure in 2005 and signed Indian boxer Wijender Singh as first expertise. At present the corporate cooperates with greater than 60 athletes in 12 disciplines, together with MC Mary Kom (boxing), Manpreet Singh (hockey), Saih Mirabai Chanu (weightlifting), Lovlina Borgohain (boxing), Hima Das (athletics), Rani Rampal. (hockey) and not too long ago signed badminton gamers Druv Kapila and Ishaan Bhatnagar. He additionally coaches Paralympic medalists equivalent to Nishad Kumar (excessive leap) and Manoj Sarkar (badminton).
“After we began, there was no market. The commercialization of cricketers began with Sachin within the late 90s, by way of the World Sports activities Group, however expertise administration lastly got here to different post-Tokyo athletes when lastly folks realized there was a market and recognition for Olympians, even when they did not get a medal,” Tomar stated. “Now even potential medalists are making offers, and because of expertise and the fast progress of social media and smartphones, the entire facet of the influencer enterprise has grown in ways in which had been unimaginable in 2015.”
Tomar claims that seven of the 18 Olympic medals gained by India since 2008 have been gained by IOS athletes, together with Wijender Singh, who gained India’s first boxing medal in 2008.
IOS Sports activities has been in a position to signal contracts with prime manufacturers equivalent to Adidas, Nike, Tata, Puma,
Pepsi and for its athletes.
Going ahead, IOS Sports activities plans to develop its occasions enterprise, together with boxing below its IOS Boxing subsidiary.
The corporate has introduced plans to host boxing competitions in India, the US, the UK and different nations. Nonetheless, after the primary occasion in Goa, the pandemic put the plans on maintain.
“We plan to have common boxing exhibits as a result of it is our expertise that nobody else has, and we’ve a world community for it. It’s also a sport that generates a number of pleasure and has the potential to develop. Now we have plans to carry common combat nights. like a month-to-month present,” he stated.