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CSR: Corporate Sports Sponsorships For Asian Games 2018

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Indian handball team at Asian Games 2018
 
   

Sports fans are counting down to the 18th edition of the Asian Games to be held from August 18 to September 2 in Jakarta and Palembang, Indonesia. While some wrestlers have received sponsorship in individual capacities, the Wrestling Federation of India had been looking for corporate support for its athletes’ international training and exposure trips. Tata Motors has come forward to sponsor wrestling for three years, beginning with the upcoming Asian Games in Jakarta and will continue till 2021. Sakshi Malik, who won a bronze at the Rio Olympics, told Reuters, “We have been giving the best performances but have the least sponsors. This partnership will inspire us more.” Financial details of the deal were not announced but Tata Motors said they will also support top performing 50 wrestlers, both men and women, on both domestic and international circuit as part of the deal.

The Edelweiss Group has inked a long-term partnership with Indian Olympic Association (IOA) for the sponsorship of the Indian contingent for all games, including Commonwealth Games 2018, Asian Games 2018, the Tokyo Olympic Games 2020 and the National Games 2019 and 2020. Edelweiss understands that there is a strong need for the corporate world to support sportspersons across sporting disciplines and make sports a way of life. It takes pride in spearheading this initiative with a multi-year commitment to alternative sports. The brand released its latest video campaign #BeUnlimited with Dipa Karmakar for the Asian Games, 2018. Edelweiss has also announced a ₹50 lakh Life Insurance Cover to all the athletes who are representing India at the 18th Asian Games.

However, it’s not all smooth sailing. Eighty-three out of the 541 athletes who will be representing the country at the Asian Games will have to spend from their own pocket to wear India colours. This is because the Indian Olympic Association (IOA) has decided to sponsor kits for only those federations which are affiliated to them. Consequently, the 46 men and 37 women athletes from eight sports, whose federations are not recognized by the IOA, will have to foot the bills for their opening/closing ceremony attires, competition kits, training gear and medal ceremony costume.

The men’s handball team nearly missed out on their Asian Games opener against Chinese Taipei over failure to wear official attire on August 13. They were wearing casual attire with player numbers patched on the back, according to a Mail Today report. The new kit manufacturer, a Chinese sportswear giant, had failed to provide T-shirts and shorts in time for the handball team. IOA had struck the deal with the kit manufacturer only in May 2018, which extends to the Tokyo Olympics in 2020.

A lot more is being done through CSR for Indian sports contingents at international games but not nearly enough, don’t you agree?

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Regards,
The CSR Journal Team

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