One of India’s leading corporate and sports entrepreneur Parth Jindal has appreciated the increasing commercial acceptance for non-cricket sports India. Jindal’s Indian Super League team FC Bengaluru is credited with Kia Motors path-breaking entry in Indian sports.
The Bengaluru FC CEO also has a commercial interest in cricket, being the co-owner and 50% stakeholder in Indian Premier League franchisee Delhi Daredevils. Bengaluru FC and Pro Kabaddi team Haryana Steelers are among his non-cricketing sports interests.
Jindal is upbeat about the commercial success of non-cricketing sports in India. “Lot more brands are partnering with sports teams. I am also seeing a lot more focus on non-cricket sports. In non-cricket sports people like Hima Das, Manik Batra, Neeraj Chopra are becoming brand ambassadors for different brands. It is showing that sports, other than cricket, are growing in India. There is an appetite and recognition for non-cricket talent in the country,” the JSW Sports director has told exchange4media website.
The Bengaluru FC, helmed by Jindal have made a big news for their the title sponsorship deal with Kia Motors, the maiden sports association for the South Korean automobile giant in India. “Bengaluru Football Club’s partnership with Kia is a historic association in Indian football. Kia has a rich background of partnerships with sports, including a host of world-class sporting events and teams. For Kia to choose Bengaluru FC as a medium to announce its presence in India is a matter of pride for the club and is also a big testament to the fan culture that the team and the city have created. The JSW name that the club wore with pride, is now entwined in Bengaluru FC. Now, with Kia alongside us, we are looking forward to doing great things to grow the sport in the country”.
“The first aim is to be in the Top 4 and reach the play-offs. Last season, we topped the league, but when it came to the final we fell a little short. So, this season, we are approaching it in a slightly different way. Our target is to win the ISL championship. We made a good start with a win over Chennai FC, I believe our team can achieve that,” said Jindal speaking about BFC’s goal for this season of ISL.
“As the sports in the country is growing, more and more brand association has begun. As a club we want to make sure any brands that is associated with Bangalore FC, Delhi Daredevils, Haryana Steelers is be able to maximise the mileage they can drive from the activities with us. They are able to entwine it with their advertising and media campaigns. What we are focusing on JSW sports is to make sure all brands associated with us can derive maximum benefit from the association. We want to help the brands reach out to their customers in a much more evolved way.”