State-run companies such as NTPC and NMDC have also been supporting many athletes by investing in the sports they feel closest to. The Paris Olympics have seen a 30-40% increase in investment from some of the top Indian corporates, compared to the previous games, said industry experts. “Through this (Paris) Olympic cycle, our operational investment is `300 crore,” said Divyanshu Singh, chief operating officer, JSW Sports.
The foundation has 10 athletes competing at the Paris Olympics, and two competing at the Paris Paralympics. “Of the 12 athletes who have qualified for the Olympics, eight are women,” the spokesperson said. Meanwhile, the entire women’s archery contingent is a product of the Tata Archery Academy, including current cadets Ankita Bhakat and Bhajan Kaur and Deepika Kumari, said Chanakya Chaudhary, vice-president, corporate services, Tata Steel.
The company’s total spending is approximately Rs 75 crore annually on sports. Adani Group is a principal sponsor of the Paris Olympics and has made significant investments in training of sportspersons. Sports management and travel agency DreamSetGo’s chief executive Monish Shah said, “Close to 20 corporate sponsors have come on board and large corporates are investing in athlete development.”
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