JSW Sports Engages in Brand Negotiations with Asian Games Athletes 2023
JSW Sports, a prominent player in the Indian sports management industry, has taken a significant step forward in promoting and supporting Indian athletes participating in the Asian Games.
As the 20th edition of the Asian Games is fast approaching, scheduled to be held in Aichi-Nagoya, Japan, in 2026, JSW Sports has embarked on a mission to secure lucrative brand deals for these athletes.
This strategic move aims to not only boost the morale of the athletes but also promote sports as a viable career option in India.
JSW Sports, the sports division of Sajjan Jindal’s JSW Group, has begun pursuing brand sponsorship opportunities for athletes it presently trains for the Asian Games. JSW Sports sponsored 31 competitors at the just finished Asian Games who, out of India’s 107 total medals, earned 17 medals.
Depending on the stature of the particular athlete and the extent of the transaction, we are now assessing various offers ranging from Rs 5 lakh to Rs 5 crore.
According to Divyanshu Singh, chief operating officer of JSW Sports, these arrangements vary from product assistance to influencer campaigns, content partnerships, brand endorsements, and appearances.
Neeraj Chopra received assistance from JSW Sports in securing advertising deals with companies including Under Armour, Gillette, Noise Lifestyle Tech, Tata AIA, Swiss Tourism, and Limca Sports. With regard to Sreeshankar Murali, companies like Puma, Toyota (global brand contract), Limca Sportz, and those for Jemima Rodrigues include Hyundai, Nike, and Crocs footwear.
He said that organisations interested in brand sponsorships from sports clothing, nutrition, wearables, and BFSI companies have expressed interest in working with Shafali Verma (cricket). Ceat, Google, Nike, and Hyundai have been brought on board.
Through a number of programmes led by the JSW Foundation, JSW Sports, and the Inspire Institute of Sport, JSW Group has been sponsoring sports. Avinash Sable (3,000 metres steeplechase), Parul Chaudhary (5,000 metres steeplechase), Amoj Jacob, Muhhamed Ajmal, and Rajesh Ramesh (all 4400 metre relay) were among the athletes it backed who won gold medals in the Asian Games.
Other athletes supported by the company included bronze medalists Preeti Sai Pawar (boxing), Vithya Ramraj (400-meter hurdles), and Praveen Chithravel (triple jump), as well as silver medalists Ancy Sojan (long jump), Muhammed Ajmal, Vithya Ramraj, and Rajesh Ramesh (4400 mixed relay), as well as silver medalist Tejaswin Shankar (decathlon).
JSW Sports, a subsidiary of the JSW Group, has emerged as a leading sports management agency in India. Established with the vision to nurture and develop sporting talent in the country, it has made significant strides in various sporting disciplines.
With a diverse portfolio of athletes across sports like wrestling, boxing, athletics, and more, JSW Sports has played a pivotal role in providing the necessary infrastructure, coaching, and support to athletes in their pursuit of excellence.
The Asian Games, often referred to as the “Olympics of Asia,” is one of the most prestigious sporting events in the continent. Athletes from across Asia compete in a wide range of sports, showcasing their talent on an international stage.
For Indian athletes, the Asian Games provide a crucial platform to test their skills, gain exposure, and earn recognition at the global level.
JSW Sports has recognized the immense potential of Indian athletes participating in the Asian Games and believes in their ability to perform exceptionally well. By initiating negotiations for brand deals, JSW Sports aims to achieve several key objectives:
- Financial Support: Brand deals can provide much-needed financial support to athletes, allowing them to focus solely on their training and performance without the stress of financial constraints.
- Exposure: Collaborations with well-known brands can significantly increase an athlete’s visibility and recognition, both in India and on the global stage.
- Inspiration: Successful brand partnerships can serve as inspiration for aspiring athletes, encouraging them to pursue a career in sports.
- Long-term Sustainability: By helping athletes secure brand deals, JSW Sports is contributing to the long-term sustainability of Indian sports. This can potentially lead to more athletes choosing sports as a career option.
JSW Sports’ approach to negotiating brand deals for Asian Games athletes is a strategic and comprehensive one. Here’s a breakdown of the negotiation process:
- Identifying Potential Brands: The first step involves identifying brands that align with the athlete’s values, sport, and personality. The goal is to create meaningful partnerships that benefit both parties.
- Athlete Branding: JSW Sports works closely with the athletes to create a strong personal brand. This includes highlighting their achievements, dedication, and unique stories to make them more appealing to potential sponsors.
- Pitching to Brands: Once potential brand partners are identified and the athlete’s brand is established, JSW Sports pitches the athlete to the brands, highlighting the value they can bring to the partnership.
- Negotiating Terms: Negotiations involve discussions about the terms of the partnership, including financial arrangements, the duration of the contract, and the specific obligations of both parties.
- Contract Finalization: After reaching an agreement, JSW Sports assists in finalizing the contract, ensuring that all terms and conditions are clear and legally binding.
- Post-deal Management: JSW Sports continues to manage the relationship between the athlete and the brand, ensuring that both parties fulfill their commitments and the partnership is mutually beneficial.
JSW Sports’ efforts to secure brand deals for Asian Games athletes have the potential to bring about significant positive changes in Indian sports:
- Financial Stability: Athletes can enjoy greater financial stability, enabling them to invest in their training, equipment, and overall well-being.
- Enhanced Performance: With fewer distractions and financial worries, athletes can focus on improving their performance, leading to better results at international events like the Asian Games.
- Increased Interest in Sports: Successful brand deals can inspire more young individuals to take up sports seriously, ultimately leading to the growth of sports in India.
- International Recognition: As Indian athletes gain more visibility on the global stage, they can compete more effectively and garner international recognition.
JSW Sports’ proactive approach to negotiating brand deals for Asian Games athletes is a promising step forward for Indian sports.
By providing athletes with financial support, exposure, and long-term sustainability, JSW Sports is not only supporting the athletes’ dreams but also promoting sports as a viable career option in India.
With the 2026 Asian Games on the horizon, these brand deals could be the catalyst for a new era of Indian sporting success on the international stage.
