Sponsorships rain down on Neeraj Chopra Classic, brands bet big on track glory

A Golden Opportunity for Brands

The inaugural Neeraj Chopra Classic, India’s premier track and field event named after the nation’s Olympic gold-medalist javelin thrower, has sparked a flurry of brand activity ahead of its much-anticipated debut. Held at the Jawaharlal Nehru Stadium in New Delhi, the athletics meet has turned into a magnet for sponsors eager to associate with India’s rising athletics prowess and its biggest global sporting icon.

With over a dozen brands — spanning sportswear, FMCG, fintech, auto, and health-tech sectors — locking in multi-crore sponsorship deals, the event is rapidly shaping up to be the IPL of Indian athletics.

Sponsorship Surge Across Sectors

From long-time sports backers to new-age startups, companies are queuing up to leverage the visibility offered by the Neeraj Chopra Classic. Among the biggest names:

• Adidas, Chopra’s personal sponsor, is the presenting partner, sealing a ₹30 crore multi-year deal to integrate brand visibility on the ground and across athlete kits.

• Tata Motors has signed on as the official mobility partner, offering logistical support and branding on event vehicles.

• Cred, the fintech app, announced a ₹10 crore association aimed at youth engagement via track-themed digital campaigns.

• Amul, a consistent backer of Indian athletes, is the official dairy partner, running a “Powered by Protein” campaign across platforms.

Other sponsors include Noise (smartwatch partner), PharmEasy (wellness partner), JioCinema (exclusive streaming rights), and Red Bull, which is curating athlete lounges and recovery stations at the venue.

Market Analysts See Broader Trend

The enthusiastic corporate backing of the Neeraj Chopra Classic signals a paradigm shift in Indian sports marketing, traditionally dominated by cricket. Analysts believe brands are increasingly looking for high-impact but less saturated arenas to invest in.

“This is a bet on performance-based, values-driven branding,” said Aarav Deshmukh, Senior Sports Marketing Analyst at Avendus Capital. “Neeraj Chopra represents discipline, achievement, and patriotism — traits marketers love. Brands see him and the event as the future of India’s sporting economy.”

Deshmukh added that the ₹100 crore sponsorship pool — a remarkable figure for a first-time athletics event — is likely to set a new benchmark.

Broadcast and Reach Potential

The event will be broadcast live on JioCinema and simulcast on Sports18, with an expected digital audience of 20 million and a stadium capacity of 60,000. Event organizers, led by the Athletics Federation of India (AFI), have roped in foreign athletes from 14 countries, boosting global attention.

“Never before has an Indian athletics event had this level of viewership and international participation,” said Lalit Bhanot, Senior Vice President of AFI. “Neeraj’s global appeal has opened doors.”

The digital-first approach, coupled with influencer tie-ups, AR-powered stadium experiences, and exclusive merchandise, is estimated to generate over ₹50 crore in brand activations and associated revenues.

Why Brands Are Betting on Track & Field

India’s athletics medal hopes are at an all-time high. The performance at the 2024 Paris Olympics — where Indian athletes, led by Neeraj Chopra, won four medals in track and field — galvanized public interest and corporate confidence alike.

“We’re seeing a generational shift in sport consumption,” said Shruti Rao, VP – Brand Strategy at Cred. “Athletics is gritty, aspirational, and rooted in merit — qualities that align well with modern consumer values.”

Brands are increasingly favoring sportspersons with clean, performance-driven images over celebrities with fleeting endorsements. Neeraj Chopra, with a consistent global podium presence and a humble personal brand, has emerged as a marketer's dream.

Investor Outlook: More Than Just Branding

For investors, the Neeraj Chopra Classic is not just about visibility but about long-term positioning in the Indian sports economy, projected to touch $10 billion by 2030.

Private equity firms and venture capitalists are tracking brand engagement metrics closely. According to Blume Ventures, which tracks sports-tech data, the pre-event digital engagement for the Classic already surpasses that of early ISL seasons.

“We’re advising brands to go long on Indian athletics,” said Karan Mehta, Director, Brand Partnerships at Blume. “Track and field will be where the next wave of sports-tech, athlete marketing, and grassroots engagement plays out.”

Neeraj’s Enduring Marketability

Neeraj Chopra, who has consistently refused to endorse products he doesn’t believe in, is credited with raising the ethical bar in sports sponsorship. In an event press release, he said, “The goal is not just medals but to inspire the next generation. I’m thankful to every brand that shares this vision.”

His own earnings from brand endorsements are pegged at ₹25 crore annually, and rising — making him one of the highest-paid Indian athletes outside cricket.

What’s Next: Beyond the Classic

If the event succeeds — and early indicators suggest it will — there are plans to expand the Classic into a global athletics league. Talks are underway with the Diamond League to include a future India leg. Organizers are also considering adding junior and para-athletics events to the next editions.

The Neeraj Chopra Classic has set a new benchmark in Indian sports events — not just in athletic merit, but in commercial pull. For brands, it represents a fresh canvas to build long-term emotional equity. For athletes, it’s a rare moment of the spotlight being shared beyond cricket. And for investors, it’s perhaps the best cue yet that India’s sporting future is broadening — sprint by sprint, throw by throw.