Edelweiss looks to define its identity around the spirit of games

The company decided to follow through on its association with sports as part of its corporate social responsibility initiatives

In a country where cricket rules the public imagination, rarely do other sports get a chance to shine on the endorsements table. Although a few success stories in other sports have altered the script somewhat in the past few years, seldom do these stars or the games they play turn in long-term endorsement contracts. However Mumbai-headquartered financial services firm Edelweiss, for close to a decade now, has been aligning its brand with sporting talent of every kind except cricket. What made the company buck the trend and has it worked for Brand Edelweiss?

Cricket, the company says, was its first stop