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AFI now requires athletes to get approval before signing sponsor deals, aiming to curb frequent switches and “protect” both athletes and sponsors.
India’s javelin throw ace Neeraj Chopra (AFP)
“If you want to test a man’s character, give him power” – Abe Lincoln
In an unprecedented policy shift, the Athletics Federation of India (AFI) has made it mandatory for track and field athletes to seek prior approval before signing sponsorship deals, including agreements with private entities.
The move comes amid growing concern over athletes and coaches frequently switching sponsors — a worrying trend in the eyes of the AFI.
“Keeping in mind the best interests of athletes and sponsors, AFI has made it mandatory for athletes to obtain prior approval from the Athletics Federation of India before entering into any agreement or contractual arrangement with any sponsor or third party,” the federation said in an official circular, attained by PTI.
“This requirement has been introduced in view of the increasing instances of athletes and coaches frequently changing sponsors. The objective is to safeguard the interests of both athletes and sponsors.”
To ensure compliance, the AFI has directed presidents and secretaries of its affiliated units, along with coaches, to communicate the new rule clearly to all athletes under their purview.
Sponsors, too, have been asked to follow due process.
“Sponsors are also advised to proceed with the execution of any agreement only after confirming with AFI that the athlete has obtained the requisite approval. AFI will send the confirmation within 3 days from the date of the request,” the circular, issued by officiating secretary G Srinibas Patnaik, stated.
The communication was also sent to several key stakeholders in India’s sports ecosystem, including Reliance Foundation, JSW Sports, ONGC Sports, GoSports Foundation, and Olympic Gold Quest, among others.
Protecting Athletes Or Asserting More Control?
One may view this simply as a measure for protecting athletes, but it’s far more nuanced than that.
Since the 2024 Paris Olympics, the AFI has decentralised national training camps, limiting centralised setups primarily to relay teams.
As a result, most elite athletes now train independently, often backed by private organisations like Reliance, JSW, or Tata groups, or through government institutions such as the Army and Navy.
That shift had given athletes greater flexibility but also less central oversight. With this new rule, AFI appears to be reasserting control.
At the same time, it’s hard to ignore the possibility that this decision isn’t entirely about protecting athletes. It could just as easily reflect the AFI’s reluctance to loosen its grip and attempt to retain control despite ongoing questions around its competence.
(with PTI inputs)
April 05, 2026, 2:44 PM IST
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