Background:The research assists to shed light on the sports consumption behavior of Indian millennials and their perception of the Olympic brand. Brand behavior towards mega sports events within the category of millennials in India is an area that requires further investigation and this study has been conducted keeping that into consideration. Methods: A data set of 100 millennials for quantitative data collection and interview of four industry experts for qualitative data collection was collected. The mixed method technique offers an intersection of data collection and analytical techniques that can be argued to provide a comprehensive understanding in the topic of concern. The target population was evaluated on four brand parameters namely Brand Image, Brand Knowledge, Brand Loyalty and Brand Communication. Conclusion:Following investigation, it can be inferred that, the Olympics, one of the most iconic brands in the world lacks holistic awareness and reach within the Indian millennials. Implementing a well-constructed marketing strategy focused on the target population will contribute in boosting their sports consumption behavior and raising the perception of the Olympic brand amidst millennials in India.