CORPORATE CONNECT : Ten corporates to support India squad for Rio Olympic Games

Financial services group Edelweiss, are the principal sponsor, Li-Ning (apparel), Amul (dairy), Tata Salt and Herbalife (nutrition) have extended their support to one of the largest contingent for the Games

Indian corporates are not far behind when it comes to Olympic sponsorships. While the entire world corporate coming under one roof in supporting 2016 Summer Olympic Games in Rio de Janeiro which starts early next month (August), India have also extended in their own way. Over ten business houses have extending their support to one of the largest contingent for the games, the India squad for the Games.

Ten corporates have come forward in backing the country's largest ever Olympic contingent with their money, according to Rajeev Mehta, Secretary General, Indian Olympic Association. Incidentally, this is the best ever response from the advertisers that IOA has received as so far. The event had got backing mainly from public sector companies.

This year, however, IOA had signed up sports management firm IOS Sports & Entertainment as its exclusive agency to generate sponsorship revenues.

It would around 10-12 crore overall expenses which is foreseen for the event and it is assumed that over 14 crore is already their in their kitty, according to IOA sources.

Among the main sponsors are, financial services group Edelweiss, are the principal sponsor, Li-Ning (apparel), Amul (dairy), Tata Salt and Herbalife (nutrition). Tomar said that a formal clothing partner, a telecom company, an Indian university and another FMCG company have come together. Incidentally, Amul,had sponsored the Indian contingent in the 2012 London Olympics.

Meanwhile, despite the turmoil in both political and economic instability in Brazil the sponsors support has drawn attention from all quarters from across the globe, as these big wigs of world corporate have come together in providing products and services for the event, to ensure that sport always comes first. However, everything is kept under wraps as the sponsors are looking ahead for an eventful mega sport event.

According to corporate pundits the sponsors have remained committed to the mega-event and responded with a shift in campaign strategy.

Much before hosting the Brazil football World Cup in 2014, Rio de Janeiro beat out Tokyo, Madrid, and Chicago in the 2009 bid, which in many ways celebrated as a vote of confidence in Brazil’s growing economy and middle class, as well as improved political stability and the country’s ability to host such global events.

With this part of the globe (Brazil) facing a national corruption scandal, economic worries, and the Zika virus, Olympic sponsors and the brands alike are looking to usurp them at the Games.

Coca-Cola, Bridgestone, McDonald’s and GE lead the Marketing Race for the Rio Summer Games according to a new analysis of by the Global Language Monitor (GLM). Among Non-Affiliated Marketers (NAM), the leaders include IBM Global Services, Siemens and Pepsi with Starbucks and Red Bull firmly in the mix. Nike, though only an Official Supplier, scored squarely in the midst of the Top Partners. GLM used its proprietary Brand Affiliation Index (BAI) to determine these rankings at the mega event.

Among them is the debutants Bridgestone. Coke, Nike, Samsung and Panasonic stands out in extending their hands in making this event and eventful one for both the sport and their products.

By Joe Williams