How Indian Olympic Association got it’s sponsorship strategy right

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Indian Olympic Association has readied its finest squad of 119 odd member who will be representing India at Rio 2016 in team and individual sports like athletics, hockey, shooting, archery, wrestling, tennis, table tennis, boxing, rowing, judo, gymnastics, swimming and for the first time India will be sending a 3 member team for Golf.

With a positive and upbeat team India, this year there is another positive news on the sponsorship front.

Squad composition

If you look at the squad composition for Rio 2016 it’s a good mix of participants with 55% male participants and 45% female participants, with almost half the participants belonging in the 21-25 age category and almost 70% of the total participants will be representing India at the Olympics for the first time. (Source:Athletto)

Corporate Sponsorships

One major highlight in team India squad composition is that there has been tremendous corporate support at training and sponsorship level. At training level Olympic Gold Quest, JSW and Go Sports Foundation has done a great job in spotting and nurturing athletes by giving the best possible training and support throughout the qualification process. However, this time around the major highlight is how the Indian Olympic Association managed to get the interest of corporates and land a groundbreaking sponsorship deal for team India.

Everything you need to know about the IOA sponsorship

In a wise move, the Indian Olympic Association decided to move away from public sector sponsorships to private sector sponsorships and made a wise decision in appointing IOS  as their official agency to raise sponsorship for team India. The result was simply astounding:

For the first time in 89 years of Indian Olympic Association’s existence, a professional agency was appointed to raise sponsorship.

IOS through their expert network reached out to a wide variety of corporates through their previous partnerships garnering financial commitments from 5+ corporates (there may be more – TBC) as compared to 3 corporates from the London 2012 Olympics.

The Indian Olympic Association had set an INR 10 Crore sponsorship target which IOS managed to surpass easily raising close to INR 12 to 15 Crores.

Resulting in IOS raising close to 500% increase in sponsorships from the London Olympics.

The infographic below covers all the major highlights of this landmark deal with special mention to Star Sports – IOA’s official telecast partner who will be broadcasting live across their network of channels.