The Athletics Federation of India (AFI) has officially announced the signing of a first of its kind partnership deal with the sports management firm, IOS Sports and Entertainment. The deal will run for a three-year period which will see IOS working towards developing AFI as a federation brand in India.
This partnership will be driven by the sole objective of helping the AFI and the athletes secure the necessary support from the private sector, while it also helps to survey the unmapped territories in this field.
The one of its kind partnership will also herald a new era in the Indian athletic world, which now comprises famous names including Neeraj Chopra, Dutee Chand, Hima Das, Kamalpreet Kaur, Seema Punia, Tajinderpal Singh Toor, Shaili Singh, and many more upcoming and developing athletes in this country.
Speaking about the partnership Athletics Federation of India, President, Adille Sumariwallasaid, “This is a momentous occasion for Indian athletics. We at AFI have been constantly working towards providing our athletes with the best possible support. While IOA and SAI have done their bit, the results of which are in front of us, having a commercial partner are only going to help us in reaching the goal of raising the bar faster for athletics than ever before.”
He further added, “IOS Sports and Entertainment have dedicated themselves to furthering the cause of elevating the profile of all Olympic athletes associated with them and their commitment to promoting Olympic sports is commendable. We knew that they are the right choice to drive us forward into a new era of Indian athletics and act as partners for the federation in mission Paris 2024.”
Mr Neerav Tomar, Promoter, IOS Sports and Entertainment Pvt. Ltd also commented on the partnership saying, “Athletics is the very core of a country’s sporting prowess and has historic achievement as well for the last sixteen years. We have been instrumental in structuring commercial opportunities with Indian Olympic Association and several franchise teams in IPL, ISL, HIL, etc., and would like to use our expertise and experience to deliver for the Athletics Federation of India in the most optimal way”.
“Our partnership with AFI is another step towards creating an ecosystem where the federation and athletes can grow alongside each other, receiving the necessary support, in achieving their goals. We are looking forward to a fruitful working relationship with AFI.”
This three-year partnership between AFI and IOS has set a target for the Paris 2024 Olympics, as before that AFI has made a priority to evolve their strategic planning with the help of IOS. Following this, it will see AFI unlock commercial assets and partner with top brands, which in return will see the Indian athletes getting more facilities and exposure, compared to what they get now.