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SBD Global/August 8, 2013/Marketing and Sponsorship

Despite Best Olympic Performance, India Athletes Yet To Secure Significant Sponsors

Indian wrestler Sushil Kumar won a Silver Medal at the 2012 London Olympics.
A year after India's best-ever performance at the Olympics and Paralympics, most of the medalists -- hailed as heroes -- "are still waiting for corporate India to wake up to their feats and use their brand value," according to Biju Babu Cyriac of the TIMES OF INDIA. While the athletes have received decent monetary rewards, mostly from the government sector, "many endorsement offers were supposed to come their way as top corporates showed interest." But a year later, they have not materialized, "and at least one state government is yet to fulfill its promise of cash awards." For some, a job promotion has not happened "while some await promised financial rewards." The euphoria following India's improved performance in London -- where the country won two Silver Medals and four Bronze -- may have lasted for months, but it was not enough "to convince corporate to make a move away from the cricketers." A year later, companies which made a beeline for these super achievers now seem to have forgotten about them. Dismayed at the turn of events, "athletes are now wondering whether India's corporates will ever come around to promoting Olympic sports." A top athlete fumed, "They will say Indians are not doing well in the Olympics and World Championships, but what is their contribution? Do they support sports outside cricket?" (TIMES OF INDIA, 8/7).
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