AFI Mandates Prior Approval for Athlete Sponsorship Agreements

On April 2, 2026, the Athletics Federation of India (AFI) issued a circular mandating that athletes obtain prior approval from the Federation before entering into any agreement or contractual arrangement with any sponsor or third party.

The circular introduces a formal approval mechanism requiring athletes to seek clearance from AFI prior to the execution of sponsorship agreements. Sponsors have also been advised to proceed with such agreements only after independently verifying that the requisite approval has been obtained. AFI has stated that confirmation of such approval will be issued within three days from the date of request.

The circular reflects AFI’s intent to exercise oversight over commercial arrangements involving athletes. As stated in the circular, the approval requirement has been introduced keeping in mind the interests of both athletes and sponsors, particularly in light of instances of athletes and coaches frequently changing sponsors.

The circular will have implications for both athletes and sponsors. For athletes, it introduces an additional compliance requirement prior to finalising commercial arrangements. Sponsors are required to ensure that agreements are not executed without AFI approval.

Following the Paris 2024 Olympics, training structures for Indian athletes have evolved, with several athletes training under private organisations such as Reliance Foundation and JSW Sports, as well as government-backed institutions.

The requirement of prior approval for athlete sponsorship arrangements is not unique. Internationally, regulatory frameworks such as Rule 40 of the Olympic Charter issued by the International Olympic Committee impose restrictions on athlete advertising and require compliance with prescribed approval mechanisms, particularly during protected periods like the Olympic Games. Similarly, World Athletics prescribes detailed rules governing athlete sponsorship visibility and commercial representation during competitions.