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  • Hivoco kicks off with a bang as football legends face off in India

    Hivoco kicks off with a bang as football legends face off in India

    MUMBAI: In a country where cricket hogs the spotlight, football just pulled a cinematic comeback. And no, this isn’t another grassroots league. We’re talking Real Madrid Legends vs Barcelona Legends—on Indian turf. Add some tech razzle-dazzle from Hivoco Studios, and fans are now one quiz away from swapping couch commentary for pitchside selfies with global icons.

    On 24 March 2025, Hivoco Studios, a content-tech brainchild, announced its role as the official tech partner for the India leg of this much-hyped football clash. Teaming up with The Sports Front, it launched the ‘Legends FaceOff Game’—a digital contest designed to separate armchair pundits from actual football whizzes. The top five scorers with the fastest fingers win golden tickets to the 6 April mega-match at Navi Mumbai’s DY Patil Stadium. And if that isn’t spicy enough, they also get to meet the legends themselves.

    “With the Real Madrid Legends vs Barcelona Legends match happening in India, we are witnessing a new era for football in the country. The massive fan following and the rapid growth of the sport here are truly inspiring. Our partnership with Hivoco Studios has enabled us to create unique, interactive experiences like the Legends FaceOff Game, giving fans not just a game, but a chance to be part of history,” said The Sports Front CEO & co-founder John Zaidi.

    Hivoco Studios founder & CEO Pritesh Chothani didn’t hold back on the fanfare, “At Hivoco, we are driven by a passion to fuse technology with real-world experiences. The opportunity to be a part of this historic Real Madrid Legends vs Barcelona Legends match in India is incredibly exciting. Our innovative tech solutions, exemplified by the Legends FaceOff Game, are designed to captivate and engage football fans by bringing them closer to the game. We are proud to offer fans a once-in-a-lifetime chance to win tickets and meet the legends—a true celebration of football’s spirit and the growing enthusiasm for the sport in India. This is just the beginning; we have many more exciting products in the pipeline to elevate the fan experience further.”

    With India’s football fandom ballooning by the minute, this match is more than a nostalgia trip. It’s a signal that the sport means business here. Organised by The Sports Front, the 6 April clash promises a night of drama, brilliance and bruised egos. Hivoco is ready with more fan-tech marvels to fuel that fire.

    Meanwhile, Zomato District handles ticketing, HSBC manages banking, and JioHotstar brings the spectacle to screens. With this team sheet, even Bollywood would struggle to script it better.

  • Guru Randhawa strikes the right chord with Warner Music India deal

    Guru Randhawa strikes the right chord with Warner Music India deal

    MUMBAI: Guru Randhawa is hitting all the right notes as he embarks on a new musical journey with Warner Music India, marking a landmark partnership that promises to take his artistry to the next level. With a fresh creative direction and new management led by Gurjot Singh of BeingU Studios, the Punjabi pop icon is set to drop his highly anticipated studio album, Without Prejudice, later this year.

    Packed with nine electrifying tracks, Without Prejudice fuses Afropop with Indian pop, delivering a genre-defying experience. Fans can expect bangers like Snapback, Sirra, New Age, Qatal, From Ages, Jaaneman, Kithe Vasde Ne, Surrey Connection, and Gallan Battan, the latter set to drop on 28, March 2025, alongside its music video. The album will also feature exciting collaborations with artists like Zehr Vibe, NSeeB, Bob.B Randhawa, Kiran Bajwa, and Prem Lata.

    Speaking about his evolution as an artist, Guru Randhawa shared, “This album is about breaking barriers and embracing fresh sounds. I want to connect with a global audience while staying true to my roots. With Warner Music India by my side, I’m ready to create something truly special.”

    Warner Music India managing director Jay Mehta stated, “Guru Randhawa has been instrumental in bringing Punjabi music to a global stage. This album marks an exciting new phase in his journey, and we’re committed to supporting his artistic vision while helping him build a well-rounded brand.”

    As one of India’s most influential music exports, Randhawa has amassed over eight million monthly Spotify listeners and more than 14 billion streams across platforms. Known for crafting chart-topping anthems, his music transcends borders, cementing him as a true global force.

    With Without Prejudice, Guru Randhawa isn’t just dropping an album he’s making a statement. And with Warner Music India backing his vision, the world is about to hear him louder than ever.

  • Boat amplifies T20 excitement as official audio partner for RCB and GT

    Boat amplifies T20 excitement as official audio partner for RCB and GT

    MUMBAI: Boat, has strengthened its ties with cricket by renewing its partnership with Royal Challengers Bengaluru (RCB) and Gujarat Titans (GT) as their official audio and wearables partner for the T20 season.

    This collaboration reinforces boat’s dedication to elevating the fan experience, combining advanced technology with the thrill of the game. With high-quality audio devices and smart wearables, boat ensures every cheer, boundary, and thrilling moment resonates with crystal-clear sound.

    Boat co-founder & CMO Aman Gupta said, “We celebrate fandom in its purest form. Our association with RCB and GT is about making every match more immersive—every chant louder, every victory sweeter. With the best in audio and wearables, we are here to enhance the cricket experience.”

    By uniting with two of T20’s most exciting teams, boat continues to strengthen its connection with cricket enthusiasts, ensuring the energy of the sport extends far beyond the stadium and into everyday life.

  • One Life Studios brings in syndication veteran Govind Shahi as strategic advisor to sharpen global playbook

    One Life Studios brings in syndication veteran Govind Shahi as strategic advisor to sharpen global playbook

    MUMBAI: In a plot twist worthy of its own primetime drama, One Life Studios has just cast a syndication superstar in a key behind-the-scenes role. The content licensing and syndication powerhouse has brought on board industry heavyweight Govind Shahi as strategic advisor. And no, this isn’t just another boardroom shuffle—it’s a strategic power move with its eyes on the global prize.

    Announced on 24 March 2025, the appointment comes as One Life Studios doubles down on its mission to take Indian storytelling to far-flung corners of the globe. With a legacy of distributing epic serials like Mahabharat, Porus and RadhaKrishn, the company is already India’s leading ambassador of mythological multiverses.

    Shahi, previously international business head at Viacom18’s Indiacast, knows the international syndication game like the back of his remote control. Under his watch. And now, with Shahi in the driver’s seat, One Life Studios plans to fast-track its global conquest.

    “At One Life Studios, our mission has always been to take powerful Indian stories to the world while curating exceptional global content for Indian audiences. Govind’s deep understanding of international markets and his strategic expertise make him the perfect partner to help us accelerate this vision. We are excited to have him join us as we continue to push boundaries and bring great stories to viewers everywhere,” said One Life Studios CEO & founder Siddharth Kumar Tewary.

    Clearly, the company isn’t looking to paint by numbers. With a robust content library featuring short films, infotainment, movies, digital and television shows, One Life Studios has been building a content arsenal since 2017 that could rival any OTT behemoth.

    Shahi, in his new role, stated: “I am excited to collaborate with the team at One Life Studios. As the company expands its boundaries and enters a further growth phase, my focus will be on leveraging my experience to elevate its global presence and accelerate expansion into emerging markets, forging key partnerships. I look forward to bringing the studio’s creative vision to international audiences and pioneering new standards in the industry.”

    If the strategy pans out, this won’t just be a boost for One Life Studios—it’ll be a win for Indian storytelling across continents. With the global content bazaar more crowded than a Mumbai local, this is a well-timed wicket.

    With Shahi’s appointment, One Life Studios is eyeing expansion with a sharper, savvier playbook. Acquiring, licensing, and distributing premium content isn’t just their business model—it’s their battleground. And now, with a seasoned general on board, they’re ready to win the next global content war.

  • Tennis ventures into murky waters as power struggle between WTA, ATP & Grand Slams intensifies

    Tennis ventures into murky waters as power struggle between WTA, ATP & Grand Slams intensifies

    MUMBAI: The ATP and WTA tours have served up a bold proposal to tennis’s four Grand Slams that would unite the sport’s fractured ecosystem under one corporate umbrella, only to be met with a terse rejection that leaves the future of the sport in a state of limbo.

    In a 23-page pitch presented last week, ATP chairman Andrea Gaudenzi and WTA chief Steve Simon outlined a sweeping reform package to address tennis’s fragmented structure and financial inequities. The timing couldn’t be more fraught, coming just as the Professional Tennis Players Association (PTPA) co-founded by Novak Djokovic  unleashed a legal volley against the sport’s governing bodies, accusing them of “anti-competitive practices and a blatant disregard for player welfare”.

    The tours’ proposal envisions creating a new entity called Tennis Ventures that would combine the commercial interests of the ATP, WTA and the four Grand Slams. While the majors would maintain control of their domestic media rights, international rights would be packaged together to maximize bargaining power.

    “It all starts with top players at premium events—driving rivalries and elevating the sport’s biggest stages,” the proposal states, advocating for a streamlined calendar featuring four Grand Slams, 10 ATP Masters 1000 events and 10 WTA 1000 events.

    But the Grand Slams, who contribute over 50 per cent of tennis’s estimated $2.2 billion annual revenue, have returned a withering response. “Whilst we appreciate the time and effort you have put in to articulating your position, it fails to adequately address the essential issues we have repeatedly raised,” they wrote in an eight-paragraph letter.

    The majors prefer a more radical pruning of the tennis calendar, cutting from 118 tournaments to around 30 elite events with a substantially longer off-season. Their priorities include creating what they call a “premium product” that would be easier for fans to follow—and conveniently give even more prominence to their already dominant events.

    A particularly sticky point is governance. The proposed board structure would give the four Grand Slams just three representatives, a notion that reportedly landed with all the grace of a double fault. One insider familiar with the majors’ thinking described the tours’ proposal as “essentially no different to what we have already”.
    At the heart of the dispute lies the age-old question of money. Currently, player prize money at Grand Slams represents just 15 to 20 per cent of tournament revenue—a stark contrast to major American sports leagues, where players receive closer to 50 per cent.

    Gaudenzi and Simon aim to address this disparity through “a profit-sharing model where players and tournaments share in new value created,” including bringing the cash-rich Grand Slams into the bonus pool system that already exists at lower-tier events.

    “This is ultimately about creating a sustainable ecosystem,” the tours’ document states. “Where players have transparency over the financials. Where your wins are their wins.”

    But with the PTPA now lobbing legal challenges on three continents and the Grand Slams holding firm, tennis seems destined to remain a house divided against itself. As the majors curtly concluded in their rejection letter: “Until you feel able to commit to a vision and a plan with respect to these core issues it is difficult to see how our discussions can continue”.

    The ball, it seems, is once again in nobody’s court.

  • Toonz and 1st Place draw up anime alliance to counter Japan’s talent drought

    Toonz and 1st Place draw up anime alliance to counter Japan’s talent drought

    MUMBAI: India’s Toonz Media group and Japan’s 1st Place have sketched out a strategic partnership on the fringes of Hong Kong Filmart, aiming to quench the world’s thirst for anime content while addressing Japan’s creative talent crunch.

    The tie-up comes as streaming giants, gaming moguls and entertainment behemoths scramble for fresh anime fodder, leaving Japan’s traditional animation houses gasping for artistic air.

    “There is already a significant talent shortage in Japan for anime production,” admitted 1st Place founder and president Kumiko, without a hint of artistic licence. “This strategic partnership with Toonz will help us bridge that gap by expanding our production capacity.”

    The artistic marriage melds Toonz’s 25-year animation pedigree and production muscle with 1st Place’s flair for anime storytelling, music production and 3D computer-generated wizardry.

    “At Toonz, we continuously seek new creative frontiers,” expounded Toonz Media group CEO P. Jayakumar, whose past dalliances include teaming up with Marvel on Wolverine and the X-Men and with Lionsgate on Speed Racer: The Next Generation.

    The Indian animation outfit views the partnership as a chance to colour itself into the booming anime picture, while Tokyo-based 1st Place brings 20 years of developing original intellectual property to the drawing board. The Japanese firm has previously orchestrated theme songs and soundtracks for anime tearjerker Clannad After Story and supernatural romp Angel Beats!

    Both firms hope their cross-continental coupling will create a sustainable anime ecosystem capable of delivering eye-popping content to worldwide audiences without succumbing to the industry’s capacity constraints—a picture-perfect solution to a most animated problem.

  • ICC Champions Trophy 2025 smashes viewership records in India

    ICC Champions Trophy 2025 smashes viewership records in India

    MUMBAI: The ICC Men’s Champions Trophy 2025 has knocked previous cricket viewership records for six, becoming the most-watched multi-nation cricket tournament ever in India, the ICC declared in a press release issued on 21 March. The eight-team competition outpaced the ICC Men’s Cricket World Cup 2023 by a whopping 23 per cent in TV ratings.

    Indians devoured an eye-watering 250 billion minutes of cricket action across platforms during the tournament, with 137 billion minutes consumed on Star Sports and another 110 billion minutes on JioHotstar.

    The India-New Zealand final played in Dubai on 9 March drew an extraordinary peak concurrency of 122 million live viewers on television and 61 million on JioHotstar—the highest digital viewership ever recorded for cricket. The match became the second-highest rated ODI in TV history outside of World Cup matches, with 230 million viewers tuning in and 53 billion minutes of watch-time across all platforms.

    “The Champions Trophy made an amazing return after eight years and the viewership numbers from India have been overwhelming,” said an over-the-moon ICC chairman Jay Shah. “The incredible figures highlight the mass appeal that cricket has in India and how taking ICC events to audiences in different languages can significantly boost fan engagement.”

    The group stage encounter between arch-rivals India and Pakistan—cricket’s equivalent of a bare-knuckle brawl—became one of the most-watched ODI matches in Indian history. The match clocked over 26 billion minutes of watch-time on linear TV, besting the countries’ 2023 World Cup clash by 10.8 per cent.

    The Dubai contest on 23 February, which saw India maintain their hex over Pakistan in ICC tournaments thanks to Virat Kohli’s heroics, was watched by a staggering 206 million people on linear TV.

    Jio Star  chief executive for sports Sanjog Gupta couldn’t resist a bit of corporate chest-thumping: “This accomplishment is a result of the combined strength of the widest, most deeply penetrated multi-platform destination for sports, the fan-focussed story-telling approach of the JioStar ‘mega-casts’ and our superior technological capabilities.”

    The extraordinary viewership was bolstered by rights holders JioStar’s comprehensive coverage strategy. Matches were broadcast in English, Hindi, Tamil, Telugu and Kannada on Star Sports and Sports 18 channels.

    On digital platforms, the tournament was streamed across a record 16 feeds, including nine languages—English, Hindi, Marathi, Haryanvi, Bengali, Bhojpuri, Tamil, Telugu and Kannada—plus four multi-cam feeds, an Indian Sign Language feed and the Max View feed on JioHotstar.

    India’s unbeaten run to the trophy certainly didn’t hurt viewing figures, with fans glued to screens throughout the tournament. The marketing campaign, targeting “differentiated audience segments with distinct persuasions across devices,” appears to have hit the sweet spot of the bat.

    For advertisers who paid top rupee for spots during the tournament, the unprecedented viewership must feel like money well spent. For Indian cricket fans, it was simply another opportunity to indulge their national obsession—albeit in greater numbers than ever before.

  • Disney showcases perfect marriage of creativity and tech at shareholder meeting

    Disney showcases perfect marriage of creativity and tech at shareholder meeting

    MUMBAI: The Walt Disney Co held its 2025 annual shareholder meeting on Thursday, with boss Bob Iger waxing lyrical about the firm’s “perfect marriage of exceptional creativity and groundbreaking technological achievement” which, he insisted, “has always set Disney apart.”

    “Since the company’s earliest years under Walt, technology has always been viewed as a powerful storytelling tool, and innovation has been in our DNA since the start,” Iger declared in a video message from Walt Disney Imagineering’s headquarters in Glendale, California.

    In a move that would make even Darth Vader crack a smile, Iger was joined by a flock of BDX droids—the same mechanical marvels that have been harassing guests at Disneyland—which will soon make their silver screen debut in The Mandalorian and Grogu, next year’s highly anticipated Star Wars cash cow.

    The mouse house enjoyed a whopper of a year at the global box office in 2024, with Iger crowing about its  “outstanding” performance following a reorganisation that “restored creativity to the centre of our studios.”
    The company’s popular franchises brought home the bacon, with Pixar’s Inside Out 2, Marvel’s Deadpool & Wolverine, and Walt Disney Animation Studios’ Moana 2 claiming the top three spots at the box office. Talk about a triple threat.

    Disney’s critical success was equally impressive. “Our renewed focus on quality over quantity has also resulted in outstanding critical success,” Iger boasted, noting that the company bagged a whopping 60 Emmy Awards, led by Shogun and The Bear. The firm also scooped 15 Oscar nominations, with Kieran Culkin winning Best Supporting Actor for his turn in Searchlight Pictures’ A Real Pain.

    Looking ahead, Iger dropped a bombshell: a sequel to Coco, Pixar’s 2017 Academy Award-winning tearjerker, is in the works. “While the film is just in the initial stages, we know it will be full of humour, heart, and adventure,” he said, no doubt sending Mickey-shaped dollar signs spinning in shareholders’ eyes.

    The Disney chief was keen to remind everyone that all these cinematic delights “will all be accessible on Disney+,” expanding the firm’s “rich library of a century’s worth of storytelling.”

    “By giving subscribers the option to watch what they love most from across the worlds of Disney, all in one place, we are turning Disney+ into the ultimate streaming destination,” Iger declared.

    With the recent additions of Hulu and ESPN tiles on Disney+, the company has created what Iger calls a “seamless streaming experience” that is “both convenient and user-friendly.” And when ESPN’s new direct-to-consumer offering launches in early autumn, subscribers can access the full suite of ESPN’s networks from inside Disney+. How thoughtful.

    Turning to Disney’s Experiences segment, Iger was practically bursting with excitement. “Last year we talked about our plans to turbocharge growth in this segment through strategic investments. Today I’m proud to share some of what we’ve been up to,” he gushed. “Right now, we have more projects underway around the world than at any time in our history.”

    The Magic Kingdom is undergoing its largest expansion ever, including a new area inspired by Cars and a much-anticipated Villains-themed land where guests can presumably pay $15 for a villain-themed ice cream while queuing for three hours.

    A Monsters Inc. themed land is coming to Hollywood Studios, featuring the company’s first-ever vertical lift coaster (guaranteed to make your wallet feel lighter than your stomach). Meanwhile, a new Tropical Americas land is headed to Disney’s Animal Kingdom, with attractions based on Encanto and Indiana Jones.

    Disney Cruise Line is also expanding, which will allow the company to “double our capacity to reach millions more people around the world,” according to Iger. Because nothing says “magical experience” like being trapped on a boat with thousands of screaming children wearing Mickey ears.

    Iger also took time to highlight Disney’s charitable efforts, noting that in the wake of the devastating wildfires in Southern California, the company committed $15 million to recovery efforts.

    “We remain the No. 1 wish-granter in the world for children facing critical illness, and on average Disney grants a child’s wish every hour of every day,” he said, temporarily making even the most cynical shareholders feel warm and fuzzy.

    Iger concluded his remarks by returning to technology: “Thanks to modern technology, there’s never been a better time to be a storyteller,” he said.

    Or, indeed, a Disney shareholder.

  • IPL 2025 gets a fresh coat as Birla Opus Paints colours outside the lines

    IPL 2025 gets a fresh coat as Birla Opus Paints colours outside the lines

    MUMBAI: When cricket fever hits India, even the paint industry pads up. As the IPL 2025 season bowls over fans across the country, Birla Opus Paints has stepped onto the pitch with a splash. The paint brand has partnered with JioHotstar to stir up more than just fan emotions—they’re mixing colours and cricket like a pro bartender at a Holi party.

    Yes, Birla Opus Paints, under the mighty umbrella of Aditya Birla Group’s Grasim Industries, announced its official partnership with the Tata IPL 2025 and JioHotstar, rolling out a quirky campaign called the ‘Indian Colours League’. The concept? Every IPL match now spawns a brand-new paint shade, born from the merging team colours of the day. It’s cricket meets chemistry, with a splash of marketing genius.

    Each time two rival franchises face off, their iconic team colours blend in real time to create a new, exclusive shade. It’s not just paint—it’s pigment poetry. This colourful concoction symbolises not just the intensity of the match but also the camaraderie, shared history and electric energy both teams bring to the pitch.

    Players from the competing teams will share what their team colours mean to them in pre-match videos. As they wax lyrical, their team hues morph into a fresh Birla Opus Paints signature shade, capturing the essence of the upcoming clash. Imagine blue and yellow creating more than just green—they’re painting legacies now.

    “At Birla Opus Paints, we believe in the transformative power of colours. This IPL season, through the Indian Colours League, we’re blending the colours of the rival teams in each match to celebrate camaraderie and legacy. This IPL season, we invite fans to witness the magic that happens when colours fuse – because both in cricket and in life, every interaction has the power to create something truly unforgettable,” said Birla Opus Paints head – marketing Inderpreet Singh.

    JioHotstar CBO, sports revenue, SMB & creator, Ishan Chatterjee chimed in with equal flair, “At JioHotstar, we are always looking for ways to push the boundaries of fan engagement, and the Indian Colours League does just that. Cricket and colours both have a deep emotional connection with people, and this campaign beautifully brings them together. By blending the worlds of cricket and colour, we are offering fans an experience that goes beyond the game, turning every match into a visual spectacle.”

    Leo – south Asia CCO Sachin Kamble made a poetic pitch, “Cricket isn’t just a game – it’s a canvas of passion, sportsmanship, emotion, camaraderie just like the colours that represent each team and their winning spirit. Indian Colours League leverages this aspect of IPL. Just how competitiveness blends with friendship resulting in a good game, two colours come together to create another beautiful shade, the colour that stands for unity bringing the country together.”

    This dazzling marketing idea was co-conceptualised by Birla Opus Paints, Leo India and Wavemaker India in partnership with JioHotstar. A colourful ménage à trois, if you will.

    Each shade forged in the crucible of cricketing rivalry becomes more than just a colour. It’s a limited-edition legacy. A visual souvenir of that epic clash. A brushstroke in cricket’s ongoing mural of madness. Forget hex codes, these hues come with hashtags and heartbreaks.

    Launched in 2024, Birla Opus Paints is already making a splash in the decorative paints segment. Now, they’re turning matches into colour-coded memories.

     

  • Furlenco gets a front-row seat with RCB, adds comfort to cricket chaos

    Furlenco gets a front-row seat with RCB, adds comfort to cricket chaos

    MUMBAI: The boundaries aren’t just being hit on the field this T20 season—they’re being broken in the bleachers too. In a move that might make your sofa jealous, Furlenco has parked itself smack in the middle of the cricketing carnival. Yes, they’ve gone full throttle as the official furniture partner for Royal Challengers Bengaluru (RCB) in the 18 edition of the Indian T20 League 2025.

    After dipping its toes into the Women’s T20 League earlier this year, Furlenco has now cannonballed straight into the main pool. This time, it’s all about adding plush, posh, and pizzazz to the matchday madness. And honestly, who wouldn’t want a recliner while watching a nail-biting super over?

    As part of the tie-up, Furlenco has kitted out the hospitality stands at Bengaluru’s iconic Chinnaswamy Stadium. Think less plastic chair, more posh parlour. Spectators can now soak in sixes and style in one sitting. Meanwhile, the RCB squad won’t be left lounging around either—Furlenco is sprucing up their team room (dubbed the RCB HQ) into a cosy, chic lair for strategy, stretching, or just sulking after a collapse.

    Not stopping at cushions and couches, Furlenco will also host a dedicated fan kiosk at the stadium—a one-stop shop for cricket lovers to engage in fun activities and get hands-on with the brand’s home hacks.

    Off the field, Furlenco flexed its thought-leader muscles by sponsoring the RCB Innovation Lab Indian Sports Summit powered by Leaders. Held on 14-15 March 2025, the event saw the who’s who of the sports world chew over serious topics like business of sports, tech, and policy. Venue partner? The Padukone Dravid Centre for Sports Excellence.

    Furlenco CEO & founder Ajith Karimpana couldn’t hide his glee, “Furlenco is thrilled to be the Official Furniture Partner of Royal Challengers Bengaluru for the Indian T20 League 2025. This collaboration strengthens our association with the RCB team while enhancing the fan experience at the stadium. As the league approaches, we are excited to bring comfort, style, and engagement to cricket enthusiasts through our presence in the Hospitality Stands, players’ team room, and the fan engagement zone. Additionally, our support for the RCB Innovation Lab Indian Sports Summit underscores our commitment to driving sports innovation and elevating the overall cricketing experience.”

    RCB COO Rajesh V Menon chimed in with matching enthusiasm, “We are thrilled to announce Furlenco as our Official Furniture Partner. Their expertise in creating functional and stylish spaces perfectly aligns with RCB’s commitment to providing world-class experiences for both our players and fans. With Furlenco’s presence in key areas of the stadium and their support for the RCB Innovation Lab Indian Sport Summit, this partnership significantly enhances the overall fan engagement experience.”

    In a league where brands usually just slap on a logo, Furlenco has pulled out the rug (literally) to embed itself in every layer of the cricketing chaos. From beanbags to brainstorming, the brand is not just watching the match—it’s in it.