Rahul SahaThis article contains information regarding the organisations enjoying a strong branding presence across the Indian Olympic Association’s (IOA) assets as its official partners and sponsors ahead of the 2024 Paris Olympics.
Official Partners
Reliance Foundation
In July 2022, Reliance Industries Limited (RIL) and the IOA announced a long-term partnership agreement aiming to elevate the performances of Indian athletes, support the national sports federations, and build the credentials of India as a global sporting nation.
Under this partnership, RIL and the IOA also established the first-ever India House at Paris 2024.
As the IOA’s principal partner, RIL supports Indian athletes in major multi-sport events, including the Commonwealth Games, the Asian Games, and the Olympics.
Yes Bank
Mumbai-headquartered Indian private sector financial institution Yes Bank announced its partnership agreement with the IOA in March 2024, coming on board as the official banking partner of the Indian Olympic contingent for Paris 2024.
Emphasising on the shared team efforts required for any victory, the partnership launched the “Milkar Jitayenge” marketing campaign for the Indian Olympic squad.
JSW
In July 2022, the JSW Group extended its existing partnership agreement with the IOA, which was initially signed in 2020 ahead of the Tokyo Olympics.
The JSW Group’s activewear brand, JSW Inspire, acts as the IOA’s sports performance and lifestyle partner in accordance with the agreement. The partnership is set to run through the next cycle of the Commonwealth, Asian, and Olympic Games, with the Indian contingent at the 2022 CWG, the 2022 Asiad, and the 2024 Olympics kitted in JSW Inspire apparel.
Adani Sportsline
Adani Sportsline, the sports arm of the Adani Group, became an official partner of the IOA for the 2022 Birmingham Commonwealth Games, the 2022 Hangzhou Asian Games, and the 2024 Paris Olympics after signing a long-term partnership agreement in June 2022.
This is the second time the Adani Group came on board as one of the official sponsors of the Indian Olympic Association. The two first partnered in 2021, when Adani sponsored the Indian contingent at the Tokyo Olympics.
Amul
The Gujarat Cooperative Milk Marketing Federation (GCMMF), which sells its product under the brand name “Amul”, has been serving as a principal partner to the IOA since the 2012 London Olympic Games.
Over the years, Amul has been consistently paying a sum of ?1 crore to the IOA, having done so at the 2012 London Olympics, the 2016 Rio Olympics, and the 2021 Tokyo Olympics
Borosil
The IOA in July 2018 announced Borosil Glass Works Ltd, one of India’s largest glassware producing companies, as the Indian contingent’s official hydration partner.
As part of the agreement, Borosil Glass Works Limited provides the Indian athletes and officials with its range of products to ensure.
INOX Group
In August 2020, the IOA announced INOX Group, India’s premier multiplex chain, as one of the official sponsors of the Indian team at the Tokyo Olympics.
Since then, INOX Group has remained an official sponsor of the IOA.
DreamSetGo
In January 2024, the IOA announced the signing of a partnership agreement with DreamSetGo, roping it in as the official travel partner of the Indian Olympic delegation.
This strategic collaboration aims to enhance the overall experience for the Indian delegation traveling to Paris for the 2024 Games. DreamSetGo aims to play a pivotal role in providing comprehensive services to the delegation. The partnership encompasses all travel services and ground support in Paris throughout the Olympics, while also focusing on delivering world-class experiences for sports fans.
Ebco
Ebco, an Indian furniture fittings manufacturer, signed a partnership agreement with the IOA in April 2024 to become an official partner of the Indian Olympic team for Paris 2024.
To mark the agreement, Ebco launched a marketing campaign titled “Truly Indian, Truly World-Class”, which is promoted on the company’s digital channels and targeted towards its dealers and distributors.
Also read: Paris 2024 Olympics Partners and Supporters
