For a clean throw...

...The Neeraj Chopra Classic Must Pick Lessons From Single-Product Firms

- Geetika Srivastava

Sixteen sponsors, an estimated ₹8-10 crore in sponsorship revenue, and a stadium packed with over 14,500 fans in Bengaluru. The inaugural Neeraj Chopra Classic, a rare example of a sporting property built around an active athlete, could mark a shift in the way sporting events are conceived and marketed in the country.

Globally, athlete-led sporting properties have created strong commercial models, such as Michael Jordan's high school basketball showcase. In India, however, sports marketing has historically favoured endorsements and team-based sponsorships. The new javelin throw competition could serve as a framework for more athlete-led sporting IPs. It also raises the dilemma many single-product companies have faced: What happens when the brand—in this case, the athlete—loses steam?