Neeraj Chopra, India’s star athlete, recently ended his association with JSW Sports, a firm which managed him for 10 long years. The double Olympic medallist has now decided to start up his own athlete management venture named Vel Sports.
Beyond medals and corporate associations, Neeraj changed the place of javelin in India’s sporting imagination. What was once a niche Olympic event became appointment viewing, with millions tracking throws, rankings and even recovery timelines. The private firm who managed him was part of that journey, from backing a raw prospect to helping build a global athlete.
“Over the last decade, our journey together has been one of growth, belief, and achievement. JSW Sports has played a defining role in my career, and I’ll always remain grateful for their support and vision,” the 28-year-old javelin superstar said in a press release.
“As we conclude this chapter, I carry forward the same values into the next phase of my journey,” he added.
Working with Neeraj an “incredible experience”
It was a mutually rewarding experience for both the parties with JSW Sports CEO Divyanshu Singh saying that he was proud of all the medals that Neeraj won while he was working with them.
“Working with Neeraj has been an incredible experience for all of us at JSW Sports. His success story reflects our shared philosophy of excellence and purpose. We’re immensely proud of what we have achieved together and wish him continued success in all his future pursuits,” Singh said.
Lessons to be learnt from Neeraj’s collab with private athlete management
1. Public-private partnerships can help India’s sporting ecosystem
Perhaps the biggest lesson to draw from their successful collaboration is that when the private and public sector come together and invest in sports, sky is the limit. While the state can look after the basic accessibility and infrastructure, corporates can help with managing the athlete, special training needs and brand endorsements, help in areas where public systems are not as effective.
2. Investment in Olympic sports can be commercially viable
While earlier brands thought that cricket was their best bet at sports, JSW’s association with Neeraj from identifying him as a young talent to winning Olympic and World Championships medals definitely can inspire people to believe that it won’t be a waste of an investment if one decides to put in the money in Olympic sports like javelin.
3. Professional athlete management is non-negotiable
It’s 2026 and professional athlete management is the need of the hour. Gone are the days of Indian sports when there is an-hoc arrangement for a sponsor or a manager, with facets like training, branding and post-career planning to be taken care of, professional management in modern-day sporting ecosystem is highly recommended.
4. Long-term alignment beats short-term visibility
Rome was not built in a day! Neeraj Chopra and JSW tie-up is a decade long association. The brand has grown along with the athlete, it all started with JSW identifying Neeraj’s talent early and the javelin thrower acknowledging their role in his career leading to an amazing partnership.
5. Decision-making now closer to the athlete
Earlier, a lot of these decisions were taken by government officials or administrators, far removed from the athlete’s ground realities. An athlete management firm, however, is not only versed in getting the things done but is also mindful of what the athlete really needs. It was visible in the way Neeraj and JSW Sports’ journey grew together and how they mutually separated with grace.