Audi India ropes in double Olympic medallist Neeraj Chopra in a new partnership

Audi India, the Indian subsidiary of German luxury carmaker Audi, has roped in Neeraj Chopra, the two-time Olympic medal winner in javelin throw, JSW Sports, the sports arm of the $23 billion JSW Group—which, through its talent management vertical manages the commercial rights of athletes of Chopra, along with Axar Patel and Sakshi Malik—said on Monday.  

However, it was not immediately clear whether Chopra would become Audi’s brand ambassador or not. 

“At Audi, we stand for those who push boundaries—those who are not just defined by performance, but by the relentless pursuit of excellence. Neeraj Chopra is the embodiment of that spirit,” said Balbir Singh Dhillon, head, Audi India, heaping praise on Chopra for his focus, speed, and unmatched performance, which, according to Dhillon, makes him a natural extension of the brand. 

Chopra, on the other hand, expressed his excitement for joining hands with the iconic German brand. “I’ve always admired Audi—not just for the cars, but for what the brand stands for. As an athlete, these values resonate deeply with me. Whether it’s on the field or in life, the pursuit of excellence never stops,” he said. 

“All our conversations with Audi have been very positive, and with Neeraj being one of India's finest athletes, I genuinely believe the potential of this partnership is limitless,” said Karan Yadav, chief commercial officer, JSW Sports. 

Audi India has had a long list of public figures endorsing the brand. Former Indian cricket team captain Virat Kohli has been associated with the carmaker since 2015. In 2021, it also roped in actress Kiara Advani as a brand ambassador.  

Sawai Padmanabh Singh, the titular maharaja of Jaipur and vice president of the Princess Diya Kumari Foundation (PDKF), along with his sister Gauravi Kumari, who is also the general secretary of PDKF, have also endorsed the brand in the past.  

Audi India reported a 17% rise in sales in the first quarter of 2025 to 1,223 units, it said last month, attributing the growth to improved supply chain and its diverse portfolio. Its pre-owned business, the Audi Approved: plus—which currently operates through 26 facilities across India—reported a 23% jump in sales.