Beyond Cricket: A New Era for Indian Sports,Athletes,and Brand partnerships
For decades,cricket has reigned supreme in the indian sporting landscape. But a shift is underway, fueled by inspiring performances on the global stage and a growing recognition of the immense potential within non-cricket disciplines. A recent joint venture between leading sports & entertainment agencies, Cornerstone and Meraki, aims to accelerate this change, building a sustainable ecosystem for athletes, brands, and the future of Indian sport. This article delves into the strategy behind this collaboration, exploring how it intends to elevate non-cricket athletes, forge meaningful brand partnerships, and unlock new revenue streams for sporting icons.
The Untapped Potential of India’s Sporting Heroes
India possesses a rich tapestry of athletic talent, yet many inspiring stories remain largely untold.The success of athletes like Neeraj Chopra (javelin) and Dipa Karmakar (gymnastics) demonstrates the power of visibility – how a single hero can ignite national passion for a sport. The core mission of this JV is to replicate this effect across a wider range of disciplines, amplifying the narratives of exceptional athletes and showcasing thier societal impact.
“India worships heroes,” explains a spokesperson for the venture. “Our focus is on building more such heroes,amplifying legends,and highlighting how their brands impact society.” This isn’t simply about celebrating achievement; it’s about recognizing athletes as powerful cultural influencers.
Though, realizing this potential requires a fundamental shift in how brands approach non-cricket sports. Historically, brand activations have been event-driven, focusing solely on major tournaments like the Olympics or Asian Games. This creates a fleeting, tactical connection rather then a strategic, long-term partnership.
Moving beyond Event-Based Activations: A Strategic Approach to Brand Collaboration
The JV advocates for a more holistic approach, encouraging brands to invest in athletes beyond the 90-day window surrounding major competitions. This means identifying opportunities to support athlete-led initiatives, contribute to the progress of sporting infrastructure, and foster the next generation of talent.
Consider PV Sindhu,the badminton superstar. Instead of simply sponsoring her during tournaments, brands coudl partner with her upcoming high-performance center in Vizag. This offers a unique possibility to not only associate with a celebrated athlete but also to actively contribute to the growth of badminton in India.
“Non-cricket sports offer far more flexibility and depth,” the spokesperson emphasizes. “We want to help brands invest long-term in non-cricket athletes, not just 90 days before a major tournament.” This strategic alignment benefits both the athlete and the brand, creating a more authentic and impactful connection with consumers.
Scaling the Indian Sports Honours (ISH) – From Awards Night to Year-Round Platform
A key component of this strategy is the evolution of the Indian Sports Honours (ISH), a flagship property created by Cornerstone. ISH has already established itself as a respected and independent awards show within the Indian sporting ecosystem. The JV’s role is to transform ISH from a single-day event into a dynamic, year-round platform dedicated to celebrating and elevating athlete stories.
Recent initiatives, such as the launch of the “Blue Rising” podcast under the ISH umbrella, demonstrate this commitment. Future plans include increased participation in sporting conclaves, thought-leadership forums, and content creation initiatives. The ultimate goal is to make an ISH nomination a coveted achievement for athletes and position ISH as a leading brand within Indian sport.
Monetizing Athlete Influence: The rise of the Creator-Athlete
India is only beginning to explore the full potential of athlete-led monetization and intellectual property (IP) creation. While Virat Kohli serves as a prime example of athlete-driven brand building in cricket, this space remains largely untapped in other sports.
The JV envisions a future were athletes actively co-own IPs, launch podcasts, establish academies, develop merchandise lines, and forge grassroots partnerships. A compelling example is the potential for a Rohan Bopanna-branded tennis school, licensed across multiple real estate developments – a model that promotes the sport while generating revenue for the athlete without demanding a significant time commitment.
Leveraging Social Media: Empowering athletes as Content Creators
Social media presents a massive, largely unrealized opportunity for athlete growth and monetization. Currently, most athletes primarily create content for brands, relinquishing ownership of that content. The JV advocates for a shift towards the “creator-athlete” model, where athletes build their own IP on platforms like YouTube, retaining control and directly monetizing their content.
Archival footage, behind-the-scenes glimpses, training diaries, and personal narratives can be structured into compelling content strategies. Globally, athletes are successfully functioning as creators, and India is poised to embrace this model. The primary challenge is time –
