As India won its first three medals for shooting at the Paris Olympics, the nation is off to an optimistic start at the global sporting event.

Historically known for its cricket obsession, it seems the interest and investment in non-cricket sports is at an all-time high.

With the Indian Olympic Association (IOA) seeing increased sponsorship revenues, are we seeing the market for non-cricket games growing?

In the August issue of Manifest, we explore how the support for non-cricket athletes is seeing a surge and how brands can effectively associate with athletes from other sports. With the Olympics seeing equal participation from men and women, the event has set a new milestone for the global sporting fraternity.

According to experts, the disparity between the value of sponsorship deals for male and female athletes is getting smaller too, and it is not about the gender, but about the sport. Manu Bhaker's historic wins at the event have further fuelled this and put the spotlight on women's sports.

To know what the experts had to say about the burgeoning space of non-cricket sports, the value of male-to-female sponsorships and the Olympics' contribution to the changing landscape of women's sports, buy the August issue here.