Archive · 27 Aug 2026
Corporate India Urged to Build Sports, Not Just Sponsor
Jalaj Dani says companies should do more than put their logos on sports jerseys.
He wants businesses to help build academies, coaching systems and places where athletes can train.
India has a very valuable cricket league, but it won only six medals at the Paris Olympics.
Dani says this shows that India needs stronger sports institutions.
He suggested that the country’s 100 biggest companies each support one sport for many years.
These companies could help find talented children and train them properly.
New tools such as artificial intelligence and wearable devices could help athletes improve.
Dani believes this work could create jobs and make sports a bigger part of the economy.
He says building sports institutions is a business opportunity, not only charity.
SPORTSCOM President Jalaj Dani urged companies to move beyond sponsorship and build long-term sporting institutions.
Dani contrasted the IPL’s estimated $20 billion valuation with India’s six medals at the Paris Olympics.
He proposed that India’s 100 largest corporations each adopt a sport and support academies, coaching and talent development.
Dani said corporate-owned institutions could use AI analytics, wearable biometrics and sports science to develop athletes.
He argued that sports ownership can generate intellectual property, jobs, community engagement and long-term business value.
- Who
- Jalaj Dani, President of SPORTSCOM, and Corporate India.
- What
- Dani called on companies to take long-term ownership of sports properties, institutions and athlete development instead of relying mainly on sponsorships.
- When
- At IAMGAME 2026.
- Why
- He argued that India needs stronger institutions to identify and develop talent and become a true sporting nation.
- Speaker
- Jalaj Dani, President of SPORTSCOM
- IPL valuation
- Estimated at $20 billion
- Paris Olympics result
- India won six medals
- Corporate proposal
- India’s 100 largest corporations could each adopt a sport
- Institution-building timeline
- Dani said sporting institutions can take 10–15 years to mature
- Projected sports economy
- Projected in the address to reach $130 billion by 2030
- Suggested technologies
- AI-driven performance analytics, wearable biometrics and advanced sports science