Mumbai: There’s palpable excitement in the air as the mega global sporting event, Tokyo Olympics 2020, after a year’s delay due to the Covid-19 pandemic, finally kicks off on 23 July. Brands have also come out in full support of the Indian squad at the Olympics- some via curating Olympic-special campaigns, or by representing the Tokyo-bound athletes, to coming onboard as sponsors.

The Indian Olympic Association (IOA) on Friday announced that it has roped in Adani Group as a sponsor for the 2020 Tokyo Olympics and the future.

"We are happy to inform you about one more sponsorship which is confirmed by Adani Group to IOA for the Olympics since our last update to you on 16th July. Adani Group has confirmed to us a good sponsorship association and support for the future also," said IOA secretary-general Rajeev Mehta in an official statement.

Earlier, IOA had announced that SFA Pvt Ltd had joined as one of its sponsors for the multi-sport event.

"We are happy to inform you about one more sponsorship which is confirmed by SFA Pvt Ltd to IOA since our last update to you on 14th July," said Rajeev Mehta. "SFA has confirmed to us a sponsorship of Rs one crore," he added.

IOA had earlier entered sponsorship agreements with MPL Sports Foundation as the 'Principal Sponsor' covering the Tokyo Olympic Games, 2022 Asian Games, and Commonwealth Games.

The IOA then confirmed global nutrition company Herbalife as one of its sponsors.

As per the IOA, MPL will pay a total of Rs eight crore to IOA and in addition to this sports kit for the 2022 Asian Games and Commonwealth Games, the Indian contingent will also be supplied by them.

In June, JSW Group was also roped in as a sponsor for the Tokyo 2020 Olympic Games. In a statement issued by IOA chief Narinder Batra and secretary Rajeev Mehta, the IOA had said that JSW's CEO Parth Jindal had confirmed the sponsorship of Rs one crore to the governing body.

Additionally, Amul had also come forward to support IOA for the Tokyo 2020 Olympic Games. Amul's sponsorship is for Rs one crore for a period till 31 December.