India’s unprecedented success at the Paralympics may become a flash in the pan due to the apathy shown towards the Paralympians by the corporate sector. It may sound strange, but the reality is that none of the medal-winning Paralympians received any form of corporate sponsorship. This stands in stark contrast to the significant rise in endorsement fees for Olympians who performed well at the Paris games, even in the absence of gold medal victories. Two-time Paralympic gold medallist Devendra Jhajharia, para badminton medallist Nitesh Kumar, and Nagaland’s very own Hokato Hotozhe Sema, along with other para athletes, have no brand deals even after their stupendous success in the 2024 edition of the Paralympics. On the contrary, the below-expectation performance by the Indian Olympic contingent in the Summer Olympics did not deter corporate sponsorships. This lack of support forces many para athletes to rely heavily on government aid or personal resources. Such a disparity is concerning given the immense contributions of these sportspersons with disabilities who prove that no hurdle is tall enough for human beings to scale if they are brave and have the requisite will.
The issue is not that para athletes demand exorbitant fees. In fact, their average endorsement fees hover around INR 20 lakh or less, a huge contrast to top Olympians whose fees can exceed INR 1 crore. It is not astonishing that Neeraj Chopra, the sole Indian gold medal winner so far in athletics, tops the list of Olympians with the highest endorsement rates. However, Devendra Jhajharia, a double-gold Paralympic medallist, remains absent from brand endorsements. This discrepancy exposes a systematic bias that demands immediate attention. While some may argue that the lower viewership of Paralympic sports limits marketing potential, investing in para athletes goes beyond immediate returns. It demonstrates a commitment to inclusivity and recognises the immense social value of their achievements. Further, rather than solely focussing on individual endorsements, corporations could consider redirecting some resources towards programmes like the Target Olympic Podium Scheme (TOPS), which has demonstrably contributed to India’s rising medal count in every Paralympics since its inception.
Para athletes deserve fair treatment and equal opportunities. Their achievements on the world stage, evident in the increasing medal tallies since the 2016 Rio Paralympics, speak volumes of their capabilities. By ignoring their potential, we not only undermine their contributions but also perpetuate a system that undervalues the true spirit of sportsmanship. A gold medal, regardless of whether it’s won at the Olympics or Paralympics, represents the pinnacle of athletic excellence and deserves equal recognition and reward.
