Sports Authority of India aims to 'fly' with new logo

For the first time since its formation in 1982, the Sports Authority of India (SAI) has changed its logo.

The new symbol of identity of the national sports body was unveiled at the Major Dhyan Chand National Stadium in New Delhi on Wednesday by

Union sports minister Kiren Rijiju. Indian Olympic Association (IOA) president Narinder Batra was also present at the ceremony.

Set against a clear white backdrop, the new logo showcases the SAI initials in bold, adorned only with an abstract ‘flying figure’ - dabbed with the colours of the Indian flag - hovering over the letters.

“SAI has given athletes necessary support so that they have their sporting careers can take off smoothly and they can fly towards a life of achievements and sporting glory - that is what the flying figure indicates - the freedom an athlete gets to leapfrog his/her career in SAI,” Kiren Rijiju explained.

According to the sports minister, the simplicity of the new logo will ensure that it’s easier to display and also reckons it has a better recall value.

“The word SAI itself gives the identity to the organisation among various stakeholders being the acronym of Sports Authority of India.

“The Indian tricolour and blue colour of chakra (spokes) adds the national fervour as SAI has nurtured some of the biggest names in the sports fraternity, who represent India at the world stage,” he pointed out.

The sports ministry had established the Sports Authority of India nearly four decades ago for the promotion and development of sport in India.

According to a statement by SAI, the new logo signifies its “journey of metamorphosis from identifying and nurturing grassroot level sporting talent to creating sporting excellence in the country.”

SAI currently runs several academies and sporting venues throughout the country, including sporting centres where Olympic camps are held. It also offers support to the National Sporting Federations (NSF).