Olympic champion Neeraj Chopra strikes gold with endorsements

Economic Times

5 days ago

Olympic champion Neeraj Chopra is elevating India's non-cricket endorsements. His recent Diamond League win and the launch of the Neeraj Chopra Classic are attracting major sponsors. His brand value is estimated at $30 million. Emerging sports endorsements are increasing, driven by athletes like Chopra. He partners with brands like Tata AIA and Audi India.
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MUMBAI: Olympic gold medallist Neeraj Chopra is adding momentum to India's non-cricket endorsement space following his recent win at the 2025 Paris Diamond League and the launch of Neeraj Chopra Classic , India's first global javelin competition.Chopra's rising influence off the field reflects a broader shift in India's sports marketing landscape.His brand value is estimated at $30 million by Kroll, placing him just behind the country's leading cricketers.Held on July 5 at Bengaluru's Sree Kanteerava Stadium, Neeraj Chopra Classic brought together top international athletes and drew several major sponsors, including Visa, Audi India, Duolingo English Test, and Snapchat.In a country where cricket has traditionally dominated the sports landscape, it was once rare for a non-cricket athlete to attract the interest of top brands.Endorsements linked to emerging sports made up 14% of India's ?1,224-crore sports celebrity endorsement market in the last year—a 46% increase that industry executives say is driven by athletes like Chopra.Chopra, who won India's first ever Olympic gold medal in athletics at the Tokyo 2020 Games and followed it up with a silver at 2024 Paris Games, has sustained his brand relevance over time.'Over the last fiscal year, we've seen a clear and strategic evolution in Neeraj's brand portfolio,' said Karan Yadav, chief commercial officer at JSW Sports , which manages Chopra's commercial portfolio.His endorsement roster has nearly 20 high-profile brands including Tata AIA, Audi India, Visa, Krafton, and Under Armour.Yadav said the focus has always been on being selective. 'Instead of maximising volume, our goal has been to align with brands that resonate with Neeraj's personality, values, and passions,' he said.He cited the recent tie-up with Audi—a brand that Chopra always had a deep admiration for due to his passion for automobiles. 'The alignment was so strong that the collaboration became a seamless extension of Neeraj's identity,' Yadav said.Chopra now commands endorsement fees of around ?4 crore for shorter engagements, with overall deal values ranging from ?4-6 crore. 'One recent renewal is nearing the ?10 crore mark over three years,' Yadav said.He said Chopra has a consistent public image—'authentic, grounded, disciplined, and sincere.''Unlike many public figures, there's no difference between Neeraj off-camera and on-camera,' Yadav said.Chopra's brand partners agree.'Neeraj Chopra exemplifies what it means to be grounded and disciplined while pursuing excellence. Attributes that mirror our ethos,' said Venky Iyer, managing director and CEO of Tata AIA Life Insurance.Yadav said the wide variety of brands that partnered with the Neeraj Chopra Classic reflects the event's strong potential. It is likely to become a recurring event on the international athletics circuit, he said.Chopra's approach to endorsements avoids one-off influencer campaigns in favour of deeper, long-term associations.Even in the digital space, Chopra is highly selective. He has taken an equity stake in regional OTT platform Stage and is open to similar cash-plus-equity models, but only when the fit is right, and the brand offers long-term value."We're also in advanced conversations with a couple of other brands across different categories where Neeraj would come on board as both an ambassador and stakeholder," Yadav said.Chopra may also consider launching his own brand, though any move in that direction would be approached with caution, he said.'If the right opportunity arises where Neeraj is deeply invested emotionally and strategically, we will pursue it,' Yadav said. 'It has to be built around authentic interest and long-term commitment, not just capitalising on short-term fame.'Chopra's trajectory points to a shift in how brands view athletes outside the cricketing arena.'Cricket will continue to dominate, but the non-cricket space is evolving,' Yadav said. 'What we are seeing is that brands that want differentiation, authenticity, and long-term storytelling are turning to athletes like Neeraj.'