IOS Sports and Entertainment, a leading Indian sports management firm, is at the forefront of guiding athletes through the complex landscape of brand partnerships and endorsements, particularly in the wake of the recent Paris Olympics 2024.
The company’s strategic approach has been instrumental in securing lucrative deals for its roster of talented athletes, including Manu Bhaker, Harmanpreet Singh, Aman Sehrawat and recently signed Swapnil Kusale.
In an exclusive interview with SportsMint Media, Mr Neerav Tomar, Founder and MD at IOS Sports and Entertainment, shared insights into the firm’s post-Olympics strategy and addressed the challenges unique to Olympic sports.
The agency emphasised the importance of sustained visibility and strategic brand alignment to maintain athlete relevance and attract lucrative partnerships.
1. How will the agency keep up the flow of brand deals and athlete visibilities post-Olympics, as most Olympic sports do not receive enough visibility like mainstream sports?
We believe the laurels that the athletes have achieved speak for themselves and there are brands lined up for them because of their achievements. Of course, we have to continue the conversations around them in relevant spaces, but at this point, we do not see any fluctuations happening in the brand’s interests any time soon. We are thrilled with the response from brands who are now equally supportive of tying up with Olympic athletes.
2. How is the process different from liaising with brands for a new athlete winning medals like Manu Bhaker and an experienced athlete like Lovlina Borgohain?
The process remains the same – and it is all about figuring out the relevant spaces where we can continue the conversations highlighting the achievements of our athletes. Even for new athletes, we ensure they remain relevant from the brands’ perspectives.
3. Can you please explain the stringent rule that a brand should not use an athlete’s images without sponsoring them?
We do not think it needs an explanation. Some brands do not support an athlete but wish to harp on to their buzz and make money without any investments. To do so, unlicensed images of the athletes are used in association with the brands without the consent or consent of their marketing teams. It is not only illegal but also unfair to the athletes as they get associated with the brands without their acceptance.
4. How can the Olympic athletes find their niche in the marketing space where cricketers possess the lion’s share?
I think the marketing atmosphere when it comes to sports is changing swiftly. It is not up to the athletes but to the media, the sports organisations and the fraternities to ensure every sport gets equal prominence. The private sector is working in collaboration with government agencies to ensure that every sport gets equal prominence, and we are confident that the efforts being taken in this direction will certainly help the Olympic athletes get their fair share.