Sports in India has a very rich history. Even before the British invasion, sports was very prominent in various classes of society. Its popularity has gained famous sportspersons with a lot of love and appreciation. They serve as an inspiration to the youth, who are keen to follow them in every facet of life. This popularity is attractive for companies who often sign these sportspersons as their brand ambassadors. However, when it comes to spending on training and building infrastructure for Olympic and rural sports, very few companies are making any difference.

How CSR supports sports in India?

Corporate Social Responsibility (CSR) projects in India support sports in several ways:

By promoting Grassroots Development: CSR initiatives focus on developing sports infrastructure, training facilities, and programs for young athletes in underserved communities.

By supporting Sports for Social Change: CSR leverages sports as a tool for social change, promoting values like teamwork, discipline, and fair play.

By encouraging Inclusivity and Diversity: CSR initiatives promote sports programmes for people with disabilities, women, and other underrepresented groups.

By building Capacity and Infrastructure: CSR supports the development of sports infrastructure, such as stadiums, training facilities, and equipment.

By promoting Health and Wellness: CSR promotes sports and physical activity as a way to improve health and wellness, particularly in underserved communities.

CSR initiatives for development of Sports and encouraging youth

CSR Support to Indian Football Foundation (IFF)

TECNO, a global mobile brand renowned for its innovation and commitment, recently reaffirmed its commitment to youth development and sports empowerment by extending its CSR partnership with the Indian Football Foundation (IFF) moving forward.

In its second consecutive year of collaboration, TECNO will continue to support six promising young athletes from underserved communities, helping them pursue their football dreams through holistic residential training under the aegis of IFF, whose founder trustee is Indian football legend Bhaichung Bhutia.

The scholars selected for the second term were Teinam L. Marshilong, Muhammed Fousan, Thokchom K.C. Singh, Ajolbin Kharkhylliang, Monisha Singha, and Sanfida Nongrum. These athletes are currently training at BBFS Residential Academies in Hosur (Tamil Nadu) and Nashik (Maharashtra). Over the course of the two-year (ongoing) partnership, a total of seven scholars have benefited from this initiative.

Uttar Pradesh Govt’s initiative to transform Council Schools into Sports Talent Hubs

The Yogi Adityanath-led government has allocated Rs 134 crore for the 2025–26 academic year to revolutionise Uttar Pradesh’s council schools into centres of sports excellence. This initiative seeks to identify and nurture athletic talent from rural and small-town areas, providing students with opportunities to excel in sports alongside academics.

The training model draws inspiration from the Sports Authority of India (SAI), emphasising structured, professional-level coaching. Students selected for national competitions in Under-14, Under-17, and Under-19 categories will undergo intensive 10-day training camps. These camps aim to enhance team coordination, physical conditioning, and mental preparedness, ensuring athletes are well-prepared for national events.

The Rs 134 crore budget is strategically distributed across various school levels: Rs 43.382 crore for 86,764 primary schools, Rs 45.245 crore for 45,245 junior high schools and Kasturba Gandhi Balika Vidyalayas (KGBVs), and Rs 5.76 crore for 2,304 secondary and senior secondary schools. Additionally, Rs 19.41 crore is earmarked for the ‘One KGBV, One Sport’ scheme, Rs 14.92 crore for open gyms and sports materials in KGBVs, and Rs 5.33 crore for national-level training camps.

CSR Funds to Build Ambedkar Sports City in Kochi

The Greater Cochin Development Authority (GCDA) is set to transform the historic Ambedkar Stadium in Kochi into a modern sports city, with the entire project powered by corporate social responsibility (CSR) funds. This marks the first time in Kerala that a major sports infrastructure initiative will be implemented entirely through contributions from the corporate sector, signalling a new era in public-private partnership for sports development in the state.

Ambedkar Stadium, located near the KSRTC bus station in the heart of Kochi, has long been a landmark for football lovers. However, years of neglect turned the once-vibrant venue into a dilapidated space, with overgrown bushes and reports of anti-social activities. Recognising the urgent need for revitalisation, the GCDA has finalised plans to redevelop the 6.5-acre site into a comprehensive sports city, with a project cost estimated at Rs 90 crore.

The GCDA’s strategy is to mobilise CSR funds from ten major companies, each expected to contribute around Rs 9 crore. Proposals have already been submitted, and two companies have given informal consent to support the project. The authority is categorising the entire development into modules, allowing each corporate partner to fund a specific part of the sports city. This modular approach is expected to speed up construction and ensure steady progress as funds are received.

District Administration of Khunti, Jharkhand Empowers Local Sports Initiatives

Utkarsh: Centre of Excellence for Sports, a grassroots development initiative in Khunti, Jharkhand, is redefining what’s possible when youth development, rural empowerment, and sporting excellence converge. Spearheaded by the District Administration, Khunti, with field support from the Roots Foundation, the project represents a blend of vision, strategy, and execution on the ground. Utkarsh CoES initiated in January 2024 by the District Administration, Khunti, brings together structured sports training, academic education, and personal development under one integrated program for children from remote and underserved areas.

As part of the project, nearly 20 scouting trials were held across all blocks of the district, covering more than 5,000 students. From this pool, 100 children aged between 12 and 17 were selected for a residential program in hockey, football, and athletics. These athletes now undergo regular training under professional coaches and live in a facility that supports both sporting and academic pursuits.

Within 10 months of its launch, the project has recorded encouraging results. A total of 27 athletes have represented Jharkhand at national-level tournaments, 72 have competed at the state level, and six athletes have progressed to higher Centres of Excellence within the state. Several others have participated in tournaments outside the district, gaining competitive exposure.

The initiative is being implemented under the leadership of Deputy Commissioner Lokesh Mishra (IAS).

Udaan – A sports for development initiative launched to empower youth

Reigning Pro Kabaddi League champions Haryana Steelers have launched a sport for development (S4D) initiative titled ‘Udaan’ in partnership with Pro Sport Development (PSD) and the Martha Farrell Foundation (MFF) to promote gender equality and empower young people, especially girls, through kabaddi for the upcoming year. This initiative underscores Haryana Steelers’ commitment to fostering women empowerment, increasing meaningful sports participation, and sensitizing communities on gender issues and discrimination.

The ‘Udaan’ initiative will be implemented by Pro Sport Development (PSD), with support from the Martha Farrell Foundation (MFF), in rural and underserved areas of Panipat, Haryana. Through kabaddi, the program aims to create an inclusive and safe environment that encourages young people, especially girls, to participate in sports, develop life skills, and challenge societal gender norms.

While Haryana has long been a powerhouse in sports, particularly in disciplines like wrestling, boxing, and kabaddi, gender disparities in participation and access still exist. ‘Udaan’ recognizes those gaps by ensuring that girls and young women are equally represented and empowered. By leveraging kabaddi, a sport deeply rooted in the culture of Haryana, the campaign aims to inspire change from within the community and contribute meaningfully.

Real Madrid Foundation establishes Social Sports Schools in Varanasi

With an aim to promote the holistic development of young people through the practice of football in India, ROADIS – a Madrid headquartered multinational leader in the investment, development, operation, and management of global infrastructure assets has launched Social Sports Schools in Varanasi in collaboration with the Real Madrid Foundation (RMF) – branch of the renowned Real Madrid Club managing its social and educational programs worldwide, and KHUSHI – an NGO established by cricket icon Kapil Dev to support underprivileged children.

The initiative aims to train in values over 200 first-generation learners from grades 2^nd to 8^th, providing them with the essential tools to navigate challenges and unlock their full potential. The program will train boys and girls to ensure equal opportunities for both. In the first phase, the program is launched in two schools – Primary School Daffi and Composite Vidyalaya Naveen in Varanasi. Through the program, the students will receive an experience that will complete their education, life skill, development and nutrition requirements.

The RMF program is a transformative initiative that leverages the power of football to instill values and foster a culture of integrity among young students, while simultaneously nurturing essential life skills and important values like respect, teamwork, autonomy, self-esteem, health, equality and motivation.

To ensure international level of training for the local coaches that include both female and male educators; the trainers were trained on the Real Madrid methodology by RMF specialized football trainer who visited Varanasi for a 3-day training camp. This camp empowered the local educators to carry forward the program with the same commitment and excellence as that of RMF.

Royal Challengers Bengaluru’s Made of Bold Sports Development Programme

With a vision to unearth talent and nurture athletic champions from across regions, the Royal Challengers Bengaluru (RCB) announced the Made of Bold Sports Development Programme launch in December 2024.

“The Made of Bold initiative is an integral part of RCB’s broader vision of a Sports Forward Nation, which seeks to establish a sustainable and robust sporting ecosystem for India. This endeavour aims to identify and nurture athletes and initiate dialogue among key industry stakeholders for active sports development in the country.

This is not only for the identified and nurtured talent but also for the socio-economic impact on the community. We aim to do this with RCB’s Made of Bold Sports Development Programme in support of long-term development with a focus on bridging the gaps with underserved communities via the medium of sports,” said Rajesh Menon, Vice President & Head of Royal Challengers Bengaluru.

Made of Bold Sports Development Program was created by RCB in partnership with non-profit sports organisations, such as the GoSports Foundation and Bridges of Sports Foundation. The carefully conceptualised program offers comprehensive support, including education, training, and nutrition, while leveraging the power of sports to help integrate this tribal community of North Karnataka into mainstream sports.

The Programme will provide targeted local support to 25 junior athletes training under the Bridges of Sports Foundation. It will initially engage over 400 children in a dynamic 2-tier league, with the 25 top performers receiving comprehensive training through 300 sessions that offer holistic support for state and national competitions.

Additionally, two exceptional athletes will benefit from advanced training under exceptional team coaches and therapists who have previously worked with multiple Olympic medallists as part of the performance program initiated by the Bridges of Sports Foundation in the United Kingdom.

The Sachin Tendulkar Foundation and Mann Deshi Champions’s sporting facility in Satara

The Sachin Tendulkar Foundation (STF), in collaboration with its partner Mann Deshi Champions, inaugurated a modern sporting facility in Satara, Maharashtra in December 2024. The event marked Sara Tendulkar’s first visit as a director of STF. The new facility, inaugurated by Sachin Tendulkar, Anjali Tendulkar and Sara Tendulkar features world-class amenities including courts for basketball and badminton, indoor wrestling and boxing areas, classrooms, administration offices, and hostels for 150 athletes. This development aims to empower rural youth by providing them with access to high-quality sports training and opportunities.

IndusInd Bank empowered Indian Para-athletes for the Paris 2024 Paralympic Games

IndusInd Bank in August last year announced its partnership with the Paralympic Committee of India (PCI) as the Official Banking Partner. This partnership underlines the Bank’s commitment to elevate the Indian para-athletes, reinforcing its belief in the inclusive and transformational power of sports through its sports vertical, ‘IndusInd For Sports’.

PCI and IndusInd Bank are committed to improving para-sports and supporting the Paralympic movement in India. PCI and Bank’s goal is to help athletes with disabilities reach their full potential by upgrading facilities, providing better resources, and creating an inclusive environment that recognizes their achievements. PCI aims to work with different partners to keep the inspiring spirit of the Paralympic Games alive and advance para-sports throughout the country.

Partnership between Conscient Sports and Real Madrid Foundation

In a significant step set to transform the future of football in India, the Real Madrid Foundation — branch of the renowned Real Madrid Club managing its football programs worldwide announced a pioneering partnership with Conscient Sports in July last year. This collaboration is dedicated to fostering young football at the grassroots level, combining Real Madrid Foundation and Real Madrid’s legendary football philosophy with Conscient Sports’ extensive expertise and dedication to Indian football. Conscient Sports is the exclusive partner of Real Madrid Foundation in India to develop the football program for the country.

“Real Madrid’s legacy of excellence finds a perfect partner in Conscient Sports, whose unparalleled expertise and dedication to grassroots development in India are second to none,” said Emilio Butragueno, Legend, Director – Real Madrid Institutional Relations and Official Spokesperson. He further added, “Conscient Sports’ extensive knowledge of the Indian football landscape and their relentless pursuit of excellence make them the ideal ally for our mission. There is no better partner in India to help us realize our vision of nurturing young football talent.”

The training methodology of Real Madrid Foundation and Real Madrid blends the traditional football ethos with modern coaching philosophies. It offers unique experiences tailored for the young footballers and families, complementing mainstream education. This approach aims to enhance developmental goals, including leadership skills. The platform not only advances sporting abilities but also fosters high-performance individuals, inspired by Real Madrid’s. The programme’s curated experiences create an enriching environment for student growth in positive life values.

CSR of Hyundai Motor India Foundation

Hyundai Motor India Foundation (HMIF) and GoSports Foundation announced in March this year the launch of ‘Samarth Para-Sports Programme’. It is a comprehensive initiative aimed to identify and train India’s next generation of Paralympic stars. The programme aims to create a holistic platform for para-athletes while creating opportunities and leaving a lasting mark on the future of Indian para-sports.

The programme will identify talented athletes across six key sports, including Para-athletics, Para-swimming, Para-badminton, Wheelchair tennis, Para-archery, and Para-cycling. It welcomes both emerging athletes (aged 13-20) and elite athletes (aged 16 and above). Participants will benefit from structured support, including financial aid, expert sports science guidance, access to assistive devices for sports and livelihood, assistance in soft skill development, and mentorship from renowned coaches and experts.

Hyundai Motor India Foundation announced the inauguration of a state-of-the-art ‘Sports Lab Fitness Centre’ in Hisar, Haryana, as part of the expansion of its flagship Sports Lab project in July this year. This underscores HMIF’s commitment to nurturing young talent and promoting excellence in sports at the grassroots level.

The newly established Sports Lab Fitness Centre aims to provide budding athletes with top-notch training facilities and expert guidance to enhance their physical fitness and overall performance through specialised therapies and sports injury rehabilitation. Equipped with modern fitness equipment and staffed by certified trainers, the centre is designed to meet the diverse needs of athletes across various sports disciplines.

CSR of OYO for grassroot football development

Global hospitality technology company OYO announced the signing of a Memorandum of Understanding (MoU) with India Khelo Football (IKF), a prominent organization committed to promoting football at the grassroots level across India this month.

This partnership will see OYO providing accommodation solutions for players, coaches, and officials involved in IKF’s nationwide football initiatives, ensuring they have a comfortable and reliable place to stay during training camps, tournaments, and events.

The partnership begins with the trials of India Khelo Football Season 4 in more than 100 cities and villages across India. OYO will provide accommodation in its network of hotels as part of this partnership.

India Khelo Football’s initiatives include organizing talent scouting programs, providing training sessions with professional coaches, and hosting tournaments that give young players the exposure they need toprogress in their football careers. The partnership with OYO will ensure that participants have access to comfortable and safe accommodations, allowing them to perform at their best during these critical developmental stages. The initiative is a part of OYO’s ongoing program to strengthen its sports hospitality business by actively promoting sports at grassroot level.

Jindal Sports Hostel

The pioneering Jindal Sports Hostel is a project by Jindal Steel & Power (JSP) Foundation. Situated in Soyabali, Keonjhar District, the hostel aims to foster rural sports talents, providing top-notch residential amenities for 60 handpicked children. The facility represents an initiative to empower underprivileged youths, instilling discipline and teamwork while nurturing their sports and academic abilities. The vision is to shape them into future champions and leaders for India.

Shallu Jindal, Chairperson of the JSP Foundation, emphasized the hostel’s role as a platform for equitable education and sports development, promising comprehensive support for the tribal-majority region’s children to excel in their respective fields. Jindal said, “We believe that education and sports are essential for the development of youths. This hostel is another step forward by JSP Foundation towards creating a more prosperous and equitable India by providing equitable opportunities to underprivileged students. The hostel will nurture the sports and education career of residents by providing them with the best of the facilities, nutrition, coaching, schooling and skilling”. She assured all the children of the tribal predominant region of Barbil with all-round support in the field of sports and education to grow in their respective fields.

Tata Steel’s Commitment to sports

Tata Steel has been one of the foremost corporate promoters of Indian sports – having built academies for football, archery, athletics, hockey and sport climbing. The company has been consistently involved in creating and nurturing professional Sportspersons through its academies and grassroots feeder centres.

In 1984, Tata Steel set up its Tata Youth Adventure Centre, known today as the Tata Steel Adventure Foundation. Three years later in 1987, the company launched the Tata Football Academy. Tata Archery Academy was established in 1996, which has produced many champion players like Deepika Kumari Jayanta Talukdar, Atanu Das, Limba Ram etc. who have gone on to represent India in Olympics.

Indian athletics, too, received a boost when Tata Steel unveiled the Tata Athletics Academy in 2004. In 2017, Tata Steel for the first time stepped into the commercial side of sports when it started Jamshedpur Football Club (JFC), which competes in India’s premier football League the ISL. The same year saw the emergence of the Naval Tata Hockey Academy. Tata Steel started this as a joint venture with Tata Trust with an aim to train the budding hockey enthusiasts and in turn bring back the glory of Indian Hockey at the International arena.

Tata Steel has also been running training centres of 19 different sports disciplines in the JRD Sports Complex in Jamshedpur training close to 2500 kids every year.

Reliance Foundation’s Young Champs Programme

The Reliance Foundation Young Champs programme was launched in 2015 with the aim of providing top football talent in the country between 12 to 16 years of age. It is a platform to grow and develop. The players were scouted through the Indian Super League’s (ISL) grassroots initiatives.

Young Champs is a unique, full scholarship based, full-time residential football and education program run in Navi Mumbai. The children live at Beverly Park, a Reliance owned state-of-the-art guest house and study at the Reliance Foundation School. The programme seeks to provide aspiring football talents from across India the opportunity to hone their skills with world-class facilities and best-in-class training. Reliance Foundation has given out 79 scholarships so far.

The Young Champs programme is an integral part of the Indian Super League’s commitment to nurture football at the grassroots and elite youth level, while ensuring full life potential for our young talent. The Young Champs recently enjoyed an experience of a lifetime when they were hosted by the Premier League in the UK for ten days to play matches and train with the Premier League Club Youth teams.

Hindustan Zinc’s Football Programme

Hindustan Zinc has initiated a massive program directed at achieving grassroots development as well as excellence in football in Rajasthan.

The company has set up ZF schools that use football as a tool for social development and ensures that young kids have a platform to express themselves through football. With the philosophy that “every child should have an opportunity to play”, ZF has set up 12 community football centres where 350+ boys and girls receive football training by certified coaches.

In order to nurture the talent further, it has set up ZF academy to develop future football stars for the country. At the heart of this initiative is a Residential Academy with world-class facilities at Zawar and the country’s first-ever ‘technology-hinged football training’ centre. The Academy is currently training 40 children where they are coached using innovative training programs with equal emphasis on learning and playing.

Central Coalfields Limited – Sports Academy

In order to promote various sports in Jharkhand, Central Coalfields Limited (CCL) has decided to set up sports academies in Kargali, Bhurkunda and Hazaribagh. The proposed academies are to focus on the all-around development of children from different coalfields. These institutes will also provide free accommodation, training and education to the students.