A peek into India’s corporate playbook for creating Olympic champions

If India wants to host the 2036 Olympics and compete with the best, it has to fix some gaps. (Representative image)

India’s sporting ambitions are rising rapidly. The country is working towards a bid to host the 2036 Olympic Games and taking real steps to boost its global sporting profile. The launch of the Neeraj Chopra Classic, India’s first international javelin event, is one such milestone. At the same time, Indian athletes are making their mark in Olympic sports. The recent Asian Athletics Championships in Gumi saw India take home 24 medals – a proud moment.

However, for all the progress, the challenges are still very real. Across the country, too many talented young athletes don’t have the basics they need: proper facilities, experienced coaches, or even a clear path forward.

Behind every big medal moment are thousands of athletes striving to reach that same level. Think of an elite thrower from Haryana who has never trained overseas, or a young sprinter in Himachal running without a proper track. A boxer from Tamil Nadu still searching for the right coach. Stories like these are everywhere. They tell us a lot about where Indian sport really stands.

The Role of CSR in Building a Sporting Ecosystem

If India wants to host the 2036 Olympics and compete with the best, it has to fix these gaps. Government funding alone won’t get us there. The private sector, through Corporate Social Responsibility (CSR), needs to step up in a big way.

The Inspire Institute of Sport (IIS) shows what’s possible when private investment is used the right way. Athletes there get access to world-class facilities, expert coaching, and the chance to compete internationally. A lot of this is thanks to CSR support, which has been vital in keeping these programmes running and growing.

Just ten years ago, CSR spending on sport in India was about ₹55 crores. Today, it’s more than ₹526 crores, according to the Ministry of Corporate Affairs. When IIS opened in 2017, many questioned whether private investment in sport would really make a difference. Six years later, with Olympic and continental medals in hand, the answer is clear.

Now, more than 50 companies are backing the work at IIS. Partners like Citi Bank, Kotak Mahindra, and Gameskraft Foundation (the social arm of Gameskraft, a leading online gaming company) are helping deliver some of the country’s strongest sports programmes.

Of course, building a great sports system takes more than just money. It requires ownership, real commitment, and patience. CSR can play a huge role here. The recent corporate roundtable on CSR in sport, chaired by Hon’ble Sports Minister Mansukh Mandaviya, is an encouraging sign. More businesses are beginning to see the value of getting involved.

Although there are various government schemes that support athletes, these are typically focused on elite performers. For instance, the Target Olympic Podium Scheme (TOPS) is designed for athletes identified as potential Olympic medallists. But where do budding athletes go? This is where private organisations like IIS, OGQ, GoSports, and the Reliance Foundation step in by nurturing young talent and giving them the opportunities they need to progress to the next level.

The Impact of Sport on Lives

CSR in sport should not be about medals alone. Sport shapes people. At IIS, training is combined with education, life skills, and community service. Through sport, young athletes learn about discipline, perseverance, teamwork, resilience, and much more. These lessons stay with them long after their sporting careers are over.

Today, IIS runs five key programmes: boxing, wrestling, judo, swimming, and athletics. Some of India’s most inspiring athletes have come through this system. Linthoi Chanambam became India’s first world champion in judo, Sakshi Malik, the country’s first female Olympic medallist in wrestling, and Neeraj Chopra, India’s first Olympic gold medallist in athletics. Their success was built on years of patient support and belief. CSR partners were an important part of that journey.

Athletics is one of the fastest-growing programmes at IIS. Backed by the Gameskraft Foundation, the Athletics Centre of Excellence has helped 60 athletes compete in 34 events, both in India and abroad, over the past year. Without such collaboration and support, India’s team for the Paris Olympics would probably be smaller. Today, the centre continues to expand with more coaches, staff, and fresh talent coming in from across the country.

India's Growing Sporting Ambitions

Building an athlete takes time. There are no quick fixes. You need patience, steady investment, and trust in the process. Programmes like those at IIS provide this support. They help athletes grow not just in sport but in life.

It’s good to see more businesses now recognising that sport can be a powerful force for social change. As India looks to its Olympic future, this is the perfect time to invest in building a sports ecosystem that can truly stand with the world’s best.

Sport can change lives. Just imagine a wrestler from Himachal training with an international expert, or a boxer from Tamil Nadu taking on the world’s top competition. The impact goes far beyond the individual. It inspires families, lifts entire communities.

But this cannot be done by a few organisations alone. We need more companies, foundations, and partners to join this movement. Together, we can shape the future of Indian sport. The athletes are ready. Now, the question is, who will come forward to support their dreams?

{Manisha Malhotra, President - Inspire Institute of Sport (IIS).}

Views are personal, and do not represent the stance of this publication.