04th July, 2011, Mumbai: Nirmal Lifestyle, one of INDIA’S leading real estate companies, has inked a 10-year licensing deal with the International Association of Athletics Federations (IAAF), the governing body for athletics worldwide, to develop athletics in India and encourage greater participation in the sport.
An exclusive licensing agreement to this effect brokered by Total Sports Asia , was signed by Mr. Dharmesh Jain, Chairman and MD, Nirmal Lifestyle, and Mr. Elio Locatelli, IAAF Member Services Director, on 04th July, 2011 in the presence of Mike Powell, world long-jump record holder and other eminent delegates from IAAF.
Nirmal Lifestyle will have the exclusive right to use the IAAF logo and trademark for development of IAAF certified training facilities, academies and clubs in the country. IAAF shall be providing technical and professional expertise, consultation, coaching and training necessary for establishing and running world class athletics infrastructure by way of designs, plans, specifications and technical inputs.
Nirmal Lifestyle will build the infrastructure (Training Academy) as per IAAF standards and IAAF through its development program will send coaches, lecturers and ambassador athletes like Mike Powell to train young promising athletes. This will not only contribute in improving sporting performances in India but will also impact India’s position on the sports stage globally.
Nirmal Lifestyle and IAAF will jointly work towards spreading awareness about athletics in India. Speaking on the occasion, Mr Dharmesh Jain, Chairman and MD, Nirmal Lifestyle, said, “IAAF is the sole and leading authority for athletics around the world, with more than 212 Member Federations affiliated, and we are truly honored to have partnered with them in our endeavor to uplift standards of athletics in India. This is for the first time a real estate company has taken lead in creating and providing world-class sports facilities and infrastructure to communities and cultivates a healthy lifestyle across the country.”
Mike Powell, world long-jump record holder, said, “India is an emerging country in sports that requires nurturing and development at grass-root and performance level. The IAAF – Nirmal Lifestyle initiative will contribute towards improving the overall strength of athletics in India.”
Mr. Elio Locatelli, Development Director at IAAF, said, “We are truly excited to partner with Nirmal Lifestyle in India and we believe that this will be a mutually beneficial tie-up. We are excited to work with Nirmal Lifestyle in encouraging and motivating young talent in India because the skills developed in athletics also form the basis of success in other sports as well as contributing to a healthy lifestyle.”
Total Sports Asia, CEO Marcus Luer said "India is brimming with talented athletes who, unfortunately, don't get the infrastructure and training that they deserve and need. Once they are provided a strong foundation and facilities, they have what it takes to make India a superpower on the sports field. The initiative by Nirmal Lifestyle and IAAF will create the platform where the best Indian Athletic talent will be provided with the infrastructure to succeed on the world stage."
About Nirmal Lifestyle:
Nirmal Lifestyle, a leading property developer is identified as the front ranking property development companies in Mumbai. With over 30 years of expertise in, the group is a name to reckon with the real estate market in Mumbai. While building and construction has been the core activity for the company, quality and innovation has by far been the soul for all its projects. Having built more than 50 lac sq. ft. residential and commercial complexes and a development potential of over 150 mn sq. ft., the Group has been instrumental in developing Mulund and Thane as premier residential and commercial destinations in Mumbai. They successfully introduced first open lifestyle mall in the country which was voted as “Mumbai’s Favorite Mall” twice by a survey done. They are also focusing on developing 20 destinations across the country with innovative township concept called Lifestyle City. Nirmal Lifestyle has also tied up with Accor for chain of 5 star hotels in the country. They are on a rapid pace of building and developing one of India’s largest shopping and convention center with malls, five star super deluxe and deluxe hotels in Mulund. They have been awarded as the “Best Developer of the year 2010”, by Economic Times.
In December 2009, Nirmal Lifestyle, for the first time in Indian real estate sector, announced a partnership with the U.S. Open (tennis) to create a 46-story community of themed apartments in Mumbai, India and hence coining the concept of Sports Lifestyle. Taking the endeavor further, Nirmal Lifestyle has now entered into an exclusive agreement with IAAF, global body for athletics, to promote and encourage athletics in India, where Nirmal Lifestyle will create international standard athletic facilities and academies across the country and IAAF will lend its support and expertise in making this happen.
The IAAF (International Association of Athletic Federations) is the international governing body for the athletics. It was founded in Stockholm in 1912 by representatives of 17 national athletics federations and today includes 213 affiliated organizations. The expansion of the IAAF reflects the growth of the sport over the last 100 years. IAAF has overseen the transition of athletics from an amateur sport to a professional one and has instituted a Competition Program that forms the basis for athletics across the world. The World Championships, World Junior Championships, World Indoor Championships, The Continental, The International Samsung Diamond League / IAAF World Challenge in cities world-wide and many other events fall under the IAAF’s banner.
About Total Sports Asia About Total Sports Asia:
Total Sports Asia (TSA) is Asia’s global leader in sports content and branding solutions, with 80 employees in four strategic offices in Kuala Lumpur, Beijing, Mumbai and Delhi. Our core business is media rights distribution, TV production, sponsorship/licensing, events management and consulting. We represent major international rights in Asia and worldwide including the US Open Tennis, BWF Super Series (Badminton), ITTF (Table Tennis) and the PSA Pro Tour (Squash), AIBA/WSB (Boxing). TSA works closely with the top English Premier League and Spanish Football clubs as well as Formula 1 Teams on sponsorship and licensing sales in Asia. TSA is the leader in Real Estate Licensing in India working with several International Sports and Lifestyle brands extending them within the real estate and infrastructure space. TSA is also provides activation and sports marketing consulting services to a host of blue chip corporate clients. For more information please visit www.totalsportsasia.com