The problem
India funds Olympic medal prospects well, but athletes in high-cost sports such as triathlon, motorsport and endurance racing are largely on their own. Many qualify for international races and then can't afford to go. Brands, meanwhile, want authentic athlete content but have no easy way to find or vet these athletes.
The model
Topdog Sports works like a talent agency. We scout athletes with strong results and a real audience, package them into clear sponsorship offers, and broker deals with brands. Instead of asking for favours, we offer brands a trade: cash or equipment in exchange for logo placement, content, usage rights and measurable reach. The long-term plan is to have an anchor sponsor back a small roster of athletes.
The pilot
Our first athlete is a Delhi-based triathlete. He finished 3rd at the 2026 Nationals and 3rd at Ironman 70.3 Goa, and he is racing for India at the Asia Triathlon Sprint Championships in Aqaba, Jordan, in November 2026. I am securing two partners for him: a bike partner and a cash title partner.
What I've done
- Mapped India's athlete funding landscape: government schemes, non-profits, private agencies and CSR.
- Built a 90-day validation plan and interviewed athletes about their funding gaps.
- Designed a two-page sponsor kit: a title partner offer and a bike partner offer.
- Ran outreach to athletes and to bike brands and dealers in Delhi NCR, and am now negotiating with retailers.
What's next
Close the pilot deals, publish a results report for the partners after the race, then use it as the case study to sign the next batch of athletes.