India Inc needs to invest more in sports at the grassroots level: Neeraj Chopra

Olympic javelin medalist Neeraj Chopra told ET in an online interaction on Monday that Indian corporates need to invest more at the grassroots level to promote sports in the country.

“There is a good amount of interest and sponsorship from corporate houses for top level-reaching athletes and sportspersons. But if there is a lot of corporate sponsorship at the grassroots level, it will be more beneficial to promote sports in India,” Chopra said. He was speaking at the launch of a new campaign for Limca Sportz, the lemon drink brand of beverage maker Coca-Cola, for which Chopra recently signed an endorsement deal. Comparing with cricket, where most sponsors are currently are also odd, Chopra said; “there is a lot of interest in sports other than cricket as well, and it will grow”.

India won a total of 61 medals in the recently concluded Commonwealth Games

in sports as diverse as badminton, weightlifting and boxing. And in July this year, Chopra became only the second Indian to win a medal at the World Athletics Championships.

While brands benefit athletes when they win, industry executives say sponsorships have to be long-term and start with beginners in the form of academies and specialized training to benefit both the athletes and the sport.

Originally published at Pen 18