IOA looking to build National Games brand value, wants participation of top athletes

 

New Delhi:  The Indian Olympic Association (IOA) wants the country’s top athletes to take part in the National Games so that a brand value can be created around the multi-sport event to attract sponsorship money.

Hosting the multi-discipline games, a biennial event, has become a messy affair in recent times due to multiple delays, and only one National Games — in Gujarat last year — have been held since the 35th edition in Kerala in 2015.

“IOA’s main property is the National Games. If top players do not participate in the National Games, what is the use of hosting them. If they (top athletes) take part, television revenue from the National Games will go up, people will watch players of calibre,” IOA joint secretary and acting Chief Executive Officer Kalyan Chaubey told PTI on Sunday.