The practice
Indian sport outside cricket is chronically under-commercialised. Olympic medallists, world championship finalists and national record holders regularly earn less from endorsement than mid-tier creators, largely because nobody is running a commercial strategy on their behalf.
Cricket has its own economics, its own agent ecosystem and its own price points. Everything else is a market where a well-run athlete can capture disproportionate value because the competition for attention is thinner.
Olympic and Asian Games cycles create windows where an athlete's value spikes and then falls. Commercial planning has to be built around the cycle, with deals structured to hold value through the quiet years.
Sponsorship, kit rights and appearance obligations sit inside federation agreements that athletes frequently sign without advice. Understanding what has already been given away is the first step.
Most athletes have a ten to fifteen year window. Building a second act, in broadcast, coaching, academy or business, should start well before it is needed.
How the work runs
Current commercial position, federation obligations and existing agreements.
The story, the audience and the categories that genuinely fit.
Endorsement strategy, appearance pricing and long term partnerships.
Second act planning, foundation work and reputation protection.
Services
International, domestic and franchise cricket, plus the broadcast careers that follow.
Sports TalentTrap, skeet, rifle and pistol athletes across Olympic, Asian Games and World Cup cycles.
Sports TalentAthletics, badminton, wrestling, boxing, archery, hockey and weightlifting.
Sports TalentGrandmasters and rising talent in the strongest era Indian chess has had.
Sports TalentCircuit racing, rally and karting pathways, plus team and sponsor negotiation.
Sports TalentKabaddi, football and emerging league properties across the Indian franchise system.
Sports TalentParalympic athletes and the accessibility mandates that should accompany them.
Sports TalentCompetitive rosters, streamers and organisation level commercial strategy.
Sports TalentHead coaches, physios, strength staff and performance directors.
Sports TalentFrequently asked
We advise on communication, commercial positioning and terms. Playing contracts should be negotiated by a licensed agent where the sport requires one.
No. Athletes with a compelling story and a defined audience can build meaningful commercial value without a podium finish.
A significant and badly served part of the market. Brands increasingly want these partnerships and rarely know how to find or structure them.
Start here