IOA breaks new ground, appoints marketing agency

IOS chosen exclusive commercial partner for 2 years, first ever to be appointed in 9 decades; to begin by targeting Rs 10-12 cr in sponsorships for national contingent to Rio Games this year

The Indian Olympics Association (IOA) has appointed sports management company IOS Sports and Entertainment as its exclusive marketing agency for two years.

This is the first time in IOA's 89 years that a professional sports marketing agency has been appointed to generate sponsorship revenues for the Indian contingent that will participate in the Olympics Games to be held in Rio de Janeiro on August 5-21 this year.

Delhi-based IOS won the mandate in a formal bid process that involved other sports management companies, said sources. Names could not be ascertained.

Apart from the Rio Olympics, IOS will be involved in getting sponsorships for other sporting events on IOA's calendar. The agency will also develop intellectual properties in partnership with IOA and help the latter unlock commercial value from these.

Experts welcome the move, saying it will put the spotlight on non-cricket sports, a trend that has been growing in recent years. IOS is targeting a minimum revenue of Rs 10-12 crore through principal and associate sponsors, as well as partners, for the Rio Olympics. In 2012, when the Indian contingent went to London, it had under Rs 2.5 crore in sponsorships from three companies  — Samsung (around Rs 1 crore), Amul (about Rs 1 crore) and Dido, an apparel brand (Rs 25-30 lakh).  

The agency will now activate talks with more brands for sponsorships and finalise deal structures.

N Ramachandran, president of IOA, said, "We are sure they (IOS) will deliver their best while working with us. We were looking for an agency that had the required expertise and credentials to raise sponsorships, and after multiple rounds of discussions and presentations, we found IOS was the best candidate to meet our goals." Neerav Tomar, managing director at IOS, said, "We have developed a structure for the Rio Games. We are looking at three principal sponsors and a few associates and partners. A big shot in the arm has come from STAR India partnering IOA as broadcast partner.”

Between STAR Sports and Doordarshan, a free-to-air channel, brands can anticipate good visibility and awareness around Rio 2016."

He adds that for creating intellectual property, the agency will look at hosting events like sporting awards, school Olympic games and even corporate games.

The endeavour, apart from generating revenue for IOA, will be to lift the image and perception of the body and the Olympic Games in general in the country.

For this, IOS is studying the practices in other countries where a thrust on the games is higher.