The sponsor of Indian cricket and hockey (men and women's senior and junior teams), Sahara India Pariwar supports Indian boxing, wrestling, archery, shooting, track & field, football and tennis, besides 95 sportsmen in these seven games who are potential medal winners, until after the London Olympics 2012.

Commenting on the sponsorship, Subrata Roy Sahara, Managing Worker and Chairman, Sahara India Pariwar said: "We see lot of scope to develop the game of volleyball and therefore, we have come forward to lend our support to the national teams (senior and junior) on the eve of the Olympics 2012 so that these talented athletes are motivated to perform better to bring more laurels to the nation."

Expressing appreciation toward Sahara India Pariwar, Dr. B. Sivanthi Adityan, President, Volleyball Federation of India said: "We are privileged and indeed honoured to be associated with a sports loving and promoting group like Sahara and we are confident that this tie-up will encourage our boys to perform better, besides giving the federation an opportunity to build a stronger Indian team for upcoming qualifiers and other world championships. We sincerely appreciate this gesture."

Sahara India Pariwar also supports the Calcutta Football League, Sheesh Mahal Cricket Tournament and many other sports at the national, state and district levels. The group has extended its sponsorship to the Uttar Pradesh senior cricket team which represents the state in Ranji and all other domestic tournaments. Sahara also organises ‘The Sahara India Sports Awards' with the intention to bring together all sports on a common platform to recognize and honour the achievements of Indian sportspersons.