Brands run, lift, reach for Olympic stars

New Delhi: Over two dozen Indian brands have signed sponsorship or partnership deals for the Paris Olympics, showing unprecedented interest in non-cricket sportspersons, with many keen to soft-block likely medallists. Radico Khaitan, Puma, Dream Sports, Amul, JSW Group and Adani Group are some major names associated with the Indian contingent bound for Paris.

“This is the first time we are doing such an association… sports in India is no longer just about cricket,” said Abhishek Khaitan, MD of spirits brand Radico Khaitan. “We have signed up as official spirits partner for India House, to cater to global tourists.” India House, being set up by Reliance Foundation and the Indian Olympic Association in Paris, has been envisaged as a cultural centre.