From javelin to fencing, are Indian brands warming up to sports beyond cricket? – Exchange4media

For decades, cricket has dominated Indian advertising—from billboards to biscuit packs, the sport has commanded an outsized share of brand budgets. But now, a quieter revolution is underway. Whether it’s a javelin throw, a chessboard move, or a college pickleball match, a broader spectrum of sports is earning national pride—and brands are beginning to take notice.
Take Bingo!, for instance. The ITC Foods snack brand recently backed pickleball, still a relatively new sport in India. But instead of a token gesture on social media, Bingo! partnered with the All India Pickleball Association (AIPA) to host college tournaments across 23 states—an unprecedented scale for a non-cricketing sport. “Pickleball, with its rising popularity and inclusive appeal, reflects the kind of progressive movement we want to champion,” said Kavita Chaturvedi, COO, Snacks Business, ITC Foods. “Our association with AIPA stems from a shared vision to nurture emerging sports and empower young talent across India.”
This isn’t just sponsorship—it’s grassroots development, once seen only in cricket.
Britannia is also moving beyond the cricket playbook. Through its #HungryForGold campaign with JSW Sports, the brand spotlighted Olympic and emerging sports icons like Neeraj Chopra, Lovlina Borgohain, Avinash Sable, Bhavani Devi, and badminton duo Satwik & Chirag. “Each of them reflects a different face of Indian sports,” said Siddharth Gupta, General Manager Marketing, Britannia Industries Limited. “The campaign was our way of encouraging and celebrating diverse disciplines in sports.”
Britannia didn’t stop at storytelling with anthem films and Instagram stories. For Avani Lekhara, India’s first woman to win gold at both Tokyo and Paris Paralympics, the brand redesigned its Marie Gold biscuit and packaging—etching her winning shot pattern onto the biscuit and replicating the gold medal target dimensions on the pack. It’s a rare blend of brand creativity and product innovation
The company also turned to chess, often seen as nich, to inspire the next generation. In collaboration with young Indian chess grandmaster Gukesh Dommaraju, Britannia launched Milk Bikis Smart Moves, an interactive campaign encouraging cognitive development and strategic thinking in children through chess.
These efforts reflect a shift: Indian audiences are ready for more than just cricket—especially when athletes bring authenticity, grit and inspiration.
If Neeraj Chopra helped put javelin on the national radar, JSW Sports is pushing the boundaries further. On July 5, 2025, India hosted its first international javelin competition—the Neeraj Chopra Classic—in Bengaluru. Sanctioned by the Athletics Federation of India (AFI), the event aims to bring global talent to Indian soil. Chopra won the inaugural event with a top throw of 86.18m. It marked India’s first-ever international javelin event.
“Once upon a time, there was a dream, that our flag would soar high, proudly in front of the world,” Chopra shared in the official announcement. “Now, our flag must rise on its own soil, among its own people, where the world will witness a rising India. The Neeraj Chopra Classic is not just a competition; it’s where every javelin doesn’t just land on the ground, but writes history.”
It’s not a campaign—it’s a cultural movement, aiming to build lasting pride, fandom and brand interest beyond Olympic weekends.
Other athletes are also gaining meaningful brand support. PV Sindhu has endorsed brands like Bank of Baroda, Bridgestone, Visa, Stayfree and Moov—many of whom chose her for more than just her achievements. Her campaign with Stayfree, for instance, addressed menstruation and performance, challenging stereotypes around women in sports.
Chess has had its moment, too. As Ramesh Praggnanandhaa rose to prominence, brands like Akshayakalpa Organic and ONGC came forward. The Tata Steel Chess India tournament has consistently brought the sport into the mainstream. Similarly, athletes like Nikhat Zareen (boxing, Adidas), Manika Batra (table tennis, Stupa Sports Analytics), and Hima Das (sprinting, Adidas and MPL Foundation) have secured their place in the brand ecosystem.
These are not isolated endorsements—they reflect a larger trend. According to GroupM’s Sporting Nation Report 2024, non-cricket sports now account for 19% of India’s sports sponsorship market, up from 13% in 2020. With growing interest from Gen Z and Tier-II audiences, brands are no longer just chasing eyeballs—they’re seeking stories, values, and cultural relevance.
Because while cricket may remain king—there’s finally room in the kingdom for many more.
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