Neerav Tomar, the Managing Director of IOS Sports & Entertainment founded the company 12 years ago. Today Neerav’s brainchild has become a dominant force in the Indian sports management industry, representing over 60 athletes across various sports. Over the years IOS Sports & Entertainment has been the exclusive marketing agency for the Indian Olympic Association, facilitating sponsorship deals worth over 150 crore for the Olympics, Commonwealth Games, Asian Games, and other sports events.
For the Paris 2024 Olympics, they have secured ₹50 crore for IOA, marking a 2000% increase over the 2016 Rio Olympics. IOS Sports said that it has played a role in the success of Indian athletes on the global stage. Notably, IOS represents Olympic medalists and Olympians – Vijender Singh, Mary Kom, Mirabai Chanu, Lovlina Borgohain, Manika Batra, Kishore Kumar Jena, Manu Bhaker, and more. The company has successfully signed deals with brands such as Adidas, Nike, Tata, Puma, Nestle, Pepsi, and Reliance, enhancing the commercial value of their athletes. Focus on how FMCG has invested for the first time.
Under Tomar’s leadership, the sponsorship and endorsement market for non- cricket sports in India has seen significant growth, with many new brands and companies emerging to sponsor and sign endorsements with the athletes. Medianews4u.com caught up with Tomar to find out more:
Q. How has the response from sponsors been for Paris 2024?
The response from sponsors for Paris 2024 has been exceptionally positive. We have successfully onboarded 14 brands for the Indian Olympic Association (IOA), showcasing a strong interest and commitment from various sectors. This level of engagement indicates a growing recognition of the value that Olympic sponsorship brings, both in terms of national pride and global visibility.
Q. Are brands riding on the theme of national pride?
Yes, absolutely. National pride is a central theme for many brands associated with the Olympics. The sense of representing and supporting the country on an international stage resonates deeply with consumers, and brands are keen to leverage this emotional connection. There are many campaigns from the sponsors which are running constantly these days around the theme of national pride, be it BPCL, Reliance, Aditya Birla, JSW, Yes Bank or our other sponsors, they are utilising this moment to ride on the theme.
Q. How many brands have come in? How much will the IOA make and also athletes on individual deals?
As mentioned, we have onboarded 14 brands for the IOA. The financial specifics are confidential, but we anticipate significant revenue generation from these deals, both for the IOA and for the athletes involved. Individual athletes have also secured lucrative deals, with endorsement fees ranging significantly based on their performance and marketability. For instance, top-tier athletes easily get in high seven figures for the endorsement and campaign, and then there are short-term deals that easily go to mid to high six figures.
Q. Are brands mostly returning after having taken part in the Rio and Tokyo Olympics? Or are there a lot of new brands?
We have seen a healthy mix of both returning and new brands. Many brands that participated in Rio and Tokyo have returned, recognising the value and impact of Olympic sponsorship and we have attracted several new brands eager to tap into the growing popularity of the Olympics and the expanding fanbase of Indian athletes.
Q. How are brands activating their sponsorship deals with Olympic athletes and the Olympics?
Brands are employing a variety of innovative strategies to activate their sponsorship deals. These include legacy newspaper ads, digital campaigns, social media engagements, and interactive content that highlight the athletes’ journeys and achievements. Furthermore, there are on-ground activations and community programmes designed to build a deeper connection between the athletes, the brand, and the audience.
Q. Do the Asian Games and Commonwealth Games attract as much interest as the Olympics which is a much bigger event?
While the Olympics remains the pinnacle of global sports events, the Asian Games and Commonwealth Games also attract significant interest, probably about 60-70% of the Olympics. These events provide valuable platforms for athletes to showcase their talent and for brands to engage with a diverse audience. Although the scale and impact vary as per the performance and visibility, the interest levels and the sponsorship opportunities are substantial for these events also.
Q. How impactful are these events in boosting a brand’s visibility?
Events like the Olympics, Asian Games, and Commonwealth Games are highly impactful in boosting a brand’s, as well as athletes’ visibility. They offer exposure and the opportunity to be associated with moments of national and international pride, and if the athletes perform better, the visibility gained through these events is immense, helping brands and athletes to reach a wide and engaged audience, enhancing their market presence and consumer loyalty.
Q. What trends are we seeing when it comes to brands signing sports people beyond cricket?
There is a noticeable trend of brands expanding their endorsements beyond cricket. Brands are increasingly valuing the unique stories and attributes that athletes from various sports bring to the table. Sports like badminton, boxing, and athletics are gaining traction, with athletes from these disciplines also securing significant deals. The shift is not massive, but it indicates a growing recognition of the diverse talent pool in India and the potential of these athletes to connect with a broader audience.
Q. One of the challenges is that many sports like hockey are only Olympic sports. People only watch these sports during the Olympics. How challenging is it then to do long term deals with brands for athletes in these sports which may lack visibility outside events like the Olympics?
It is indeed challenging to secure long-term deals for sports that primarily gain visibility during the Olympics. However, the strategy is to leverage the Olympic success to build a broader narrative and sustained engagement. Brands that see the potential in these athletes are willing to invest in long-term partnerships, understanding that the Olympic spotlight provides a strong foundation for ongoing visibility and association.
Q. Are appearance fees more common immediately after an athlete wins an Olympic deal?
Yes, appearance fees tend to become more common. See, the heightened visibility and media attention create numerous opportunities for brands to capitalize on the athlete’s success. This leads to a surge in demand for appearances, endorsements, and other engagements, translating into higher fees for the athletes during this peak period.
Athletes like Mirabai Chanu, Lovlina Borgohain, Manu Bhaker, and Harmanpreet Singh have seen a notable increase in appearance requests post their Olympic victories, reflecting the immediate impact of their success on their marketability.
