Union Sports Ministry Seeks Corporate Support for Olympic Athletes

In an effort to boost India's medal tally at the Olympics, the Union Sports Ministry is rallying support from the corporate sector and public sector undertakings. Sports Minister Mansukh Mandaviya has initiated discussions with over 50 corporate leaders, including the BCCI, to adopt various sports disciplines. This collaboration aims to enhance training, nutrition, and coaching for athletes while ensuring continued government funding. The BCCI has previously contributed to Olympic efforts, pledging significant financial support for the upcoming Paris Olympics. Discover how this initiative could transform the landscape of sports in India.

By Narendra Chaudhary May 16, 2025, 06:02 IST

Corporate Collaboration for Olympic Success

To enhance the nation's medal count at the upcoming Olympics, the Union Sports Ministry is actively engaging with the corporate sector and public sector undertakings (PSUs) to support athletes in their pursuit of excellence.

Sports Minister Mansukh Mandaviya recently conducted a virtual meeting with representatives from over 50 corporations, including National Fertilizers Limited and Coal India, as well as the Board of Control for Cricket in India (BCCI), encouraging them to adopt specific sports disciplines.

Sources from the ministry indicate that nearly all corporate leaders and BCCI vice-president Rajeev Shukla expressed their willingness to assist. The minister has requested these organizations to present a detailed plan for their involvement.

According to insiders, the BCCI and several other entities showed significant interest, with Shukla mentioning their readiness to support three different sports disciplines. The ministry has outlined a comprehensive strategy involving these organizations.

The proposed initiative suggests that corporates and PSUs will take charge of various sports disciplines, overseeing athletes' training, nutrition, and coaching needs. A committee comprising ministry representatives and national sports federations will provide oversight. However, this initiative does not imply a reduction in government funding; the government will continue to provide financial support while benefiting from the professional management that corporate involvement can offer. Effective decision-making in sports training is crucial for an athlete's career, as highlighted by sources.

Historically, the BCCI has contributed to the Olympic movement, including a recent pledge of Rs 8.5 crore to the Indian Olympic Association for the delegation to the Paris Olympics. The inclusion of cricket in the Los Angeles Olympics sports program has further opened avenues for collaboration.