Sahara India Pariwar, since inception, has been facilitating and supporting sports in India with an aim to foster the spirit of winning in a manner which only sports can inculcate among the youth in India. The Sahara Group has for three decades been the name behind Indian sports like Cricket, Hockey, Polo, Archery, Wrestling, Boxing, Shooting, etc. Its sponsorship of the Indian Cricket team for over a decade saw Indian cricket rise to the top in all formats of the game.

Sahara India Pariwar has always believed in sports and played its part in encouraging, nurturing and supporting not just the games or sports but also individual talents from the grassroots to the international levels.