As commercial partners to AFI, IOS Sports will work towards building the federation’s brand in the country and unlock commercial assets and partner with top brands.

“This is a momentous occasion for Indian athletics. We at AFI have been constantly working towards providing our athletes with the best possible support. While IOA (Indian Olympic Association) and the SAI (Sports Authority of India) have done their bit, the results of which are in front of us, having a commercial partner is only going to help us in reaching the goal of raising the bar faster for athletics than ever before,” said Adille Sumariwalla, president, AFI.

He added that IOS Sports’ commitment to promoting Olympic sports is commendable. “We knew that they were the right choice to drive us forward into a new era of Indian athletics and act as partners for the federation in mission Paris 2024,” he said.

The partnership heralds in a new era for the Indian athletics eco-system which now comprises household names like Dutee Chand, Hima Das, Neeraj Chopra, Kamalpreet Kaur, Seema Punia, Tajinderpal Singh Toor, Shaili Singh amongst many other great prospects.

IOS Sports said that the partnership will add a much-needed professional approach to the system and build on the stellar show at the Tokyo 2020 Olympics, which also saw the first-ever gold medal in athletics in India’s Olympic history.

“Athletics is the very core of a country’s sporting prowess and has historic achievement as well for the last 16 years,” said Neerav Tomar, Promoter, IOS Sports and Entertainment. “We have been instrumental in structuring commercial opportunities with the IOA and several franchise teams in sporting leagues and would like to use our expertise and experience to deliver for the Athletics Federation of India in the most optimal way”.

He added that the partnership with AFI is another step towards creating an ecosystem where the federation and athletes can grow alongside each other, receiving the necessary support, in achieving their goals.