The 20th Asian Games are underway in Aichi-Nagoya, Japan, from September 19 to October 4, 2026, bringing together athletes from across Asia across 43 sports, 71 disciplines and 469 medal events. For brands, the Games also provide an opportunity to connect with audiences through their association with athletes and Indian sport.
Sports sponsorship has evolved beyond traditional visibility through logos on jerseys, stadium hoardings and event branding. Brands are increasingly building longer-term associations around athlete development, grassroots sports, nutrition, community initiatives and fan engagement.
This approach is visible in the way several Indian brands have partnered with the Indian Olympic Association (IOA) and Team India for the Aichi-Nagoya Games. India has sent a 496-member contingent across 36 sports, with shooter Manu Bhaker and kabaddi player Pawan Sehrawat serving as flag bearers.
The Indian contingent enters the Games following the country’s strongest-ever Asian Games performance in Hangzhou, where India won 107 medals. Against this backdrop, brands across categories including energy and nutrition, banking, retail, consumer products and media have come on board as sponsors and partners.
Brands Supporting Team India
Principal Sponsors/Partners
- Adani Group
- Bharat Petroleum Corporation Limited (BPCL)
Official Nutrition Partner
- Herbalife India
Official Retail Banking Partner
- YES Bank
Official Supporters & Associates
- Amul
- JSW Inspire
- Reliance Foundation
Official Broadcast Partner
- Sony Sports Network
For these brands, the association offers visibility around one of Asia’s biggest sporting events while creating opportunities to engage audiences through Team India, its athletes and the wider sporting ecosystem.
The partnerships also reflect the changing role of sports sponsorship, where brands are increasingly looking beyond event-period visibility and using sports properties to build sustained connections with consumers and communities.
