New Delhi: Khelo India Youth Games (KIYG) has signed a competition organizer Sports For All as the sponsor for the next five years. SFA will invest through this strategic partnership 12.5 crore over the next five years to contribute towards developing the sports DNA of India.
The company said it is focused on developing youth sports in the country, fulfilling India’s dream of winning more Olympic medals and will be the ‘driving’ sponsor for the event.
The firm provides statistics and data in competitions to coaches for players to understand their strengths and weaknesses. It was the partner of Indian Olympic Association for Tokyo Olympics 2020, Commonwealth Games 2022 and Asian Games 2022.
Khelo India is a program launched by the government to create a framework for all sports played at the grassroots level in India. It is divided into twelve different verticals which include development of state level Khelo India centres, identification and development of talent, sports for women, promotion of sports among people with disabilities and many more. The upcoming fifth edition of the Games will begin later this month in Madhya Pradesh.
SFA founder Hrishikesh Joshi said: “Through this collaboration, we will be completely focused on bringing together all the key stakeholders of the sport for a trusted, transparent and seamless development of the on-ground experience.” The firm, he said, also aims to reach 20 states and 15 lakh children through its championships in the next three years.
A Sports Authority of India (SAI) spokesperson said: “We are delighted to have them as the ‘Powered By’ sponsor of KIYG2023. The SFA’s work in sports is in line with the government’s efforts to identify and nurture grassroots sporting talent. Aligns with the broader vision.” Being the biggest platform for multisport competition for young athletes in the country, the Khelo India Youth Games is the right platform for this association.”
According to a report by GroupM ESP, the entertainment, exports and sports division of GroupM India, the size of the Indian sports industry was estimated to surpass 9,500 crore in 2021, it said in its report, ‘Sporting Nation in the Making’.
Star Sports has bagged the telecast rights of the Sports Ministry’s flagship Khelo India School Games (KISG) for a period of five years from 2018 to 2022 and has set it aside. 50 crores for the expenses.
catch all sports news And updates on Live Mint. download mint news app to receive daily market update And live business news,