ITV

Category: Sports

  • Star Health bowls over fans with SRH tie-up for wellness and protection

    Star Health bowls over fans with SRH tie-up for wellness and protection

    MUMBAI: In a pitch-perfect move, Star Health and Allied Insurance Company Ltd. has teamed up with Sunrisers Hyderabad (SRH) as their official health insurance partner for the ongoing 2025 T20 League. With this partnership, Star Health isn’t just chasing runs, it’s chasing healthier lifestyles, one over at a time.

    As the country’s leading private health insurer, Star Health is leveraging cricket’s mass appeal to drive home the message of wellness and protection. Through this association with SRH, the brand aims to bowl over millions of fans with awareness on health insurance and the importance of safeguarding one’s well-being.

    Star Health Insurance MD & CEO Anand Roy said, “We are delighted to associate with Sunrisers Hyderabad in this T20 league, as this partnership perfectly reflects our three core values: customer centricity, trust and transparency. This league which is in its 18th season, is not just a celebration of cricket, but also a platform that brings together millions of people across the country, echoing our commitment to putting customers at the heart of everything we do. Just as the players and teams earn the trust of their fans through dedication and integrity, we strive to build lasting trust with our customers through reliable service and transparent processes. This collaboration is a testament to our shared belief in these values, both on the pitch and in everyday life, and we look forward to supporting the team and the tournament while championing what matters most to our customers.”

    Sunrisers Hyderabad CEO K. Shanmugam said, “We place the highest priority on the players’ and staff’s health and fitness. Through this partnership, we wish to inspire cricket fans worldwide to prioritize their health by investing in health insurance that offers enhanced benefits, comprehensive protection, and greater peace of mind. Our dedication to our team’s overall well-being is imperative to deliver exceptional outcomes. Star Health Insurance, India’s largest retail health insurance company, through this collaboration will give our team the backing they need to succeed both on and off the field.”

    As part of the association, Star Health has launched the campaign #Healthkaextracover featuring SRH players like Ishan Kishan, Jaydev Unadkat, Rahul Chahar, and Harshal Patel. The campaign taps into cricket’s universal popularity to spark conversations about everyday wellness and the need for comprehensive health coverage.

    With T20 fever in full swing and fans cheering for every six and wicket, this tie-up reminds audiences that taking guard for your health is just as important as taking guard on the pitch.

  • TAM Sports: IPL advertising shows strong growth as brands bet big on cricket

    TAM Sports: IPL advertising shows strong growth as brands bet big on cricket

    MUMBAI: The Indian Premier League’s 2025 season has kicked off with a veritable feast for advertisers, showing remarkably robust growth in the tournament’s commercial appeal. The first 31 matches witnessed an 8 per cent jump in advertising volumes compared to the same period last year, according to the latest report from TAM Sports.

    The lucrative cricketing carnival has attracted 16 per cent more advertisers than in 2024, with the total count rising from 65+ to 75+. Even more impressive is the 23 per cent surge in brand presence, leaping from 110+ to 140+ brands jostling for eyeballs during the matches.

    Gaming platforms have bowled over the competition, with e-commerce gaming emerging as the top category, commanding an 18 per cent share of advertising volumes—nearly double its 9 per cent slice from last year. Food products claimed the second spot with 11 per cent, while mouth fresheners, last year’s champion, slipped to third place with 10 per cent of the advertising pie.

    Parle Products continues its dominant innings at the crease, leading the advertiser rankings with an 11 per cent share. Dream11.com’s parent company, Sporta Technologies, came in a close second with 10 per cent, while My11circle muscled its way into third place with 6 per cent of total ad volumes.

    The advertising landscape has witnessed notable churn, with 23 new categories entering the fray while an equal number have been clean bowled out of this year’s tournament. Among the 96 debutant brands, Parle Platina Hide & Seek and Rajshree Silver Coated Elaichi emerged as the top newcomers.

    Food and beverage brands continue to have a ravenous appetite for cricket eyeballs, accounting for three of the top five advertising categories. Meanwhile, traditional categories like biscuits, properties/real estates, and chocolates have been relegated to the pavilion this season.
     

    EXLUSIVEHIND+ENGLISHEXCLUSIVE REGIONALTOTALCOMMONBRANDS

    The tournament’s broad reach across both national and regional language channels has created distinct advertising patterns. While Amul Butter topped exclusive brands on Hindi and English channels, Reliance Trends claimed the spotlight on regional language broadcasts. Vimal Elaichi showed true all-round form, dominating the list of brands advertising across all language platforms.

    With 28 channels broadcasting IPL matches this season—up from 24 last year—advertisers clearly believe the tournament remains cricket’s most lucrative commercial pitch.

  • Puma hits it out of the park with fan-first billboard for RCB supporters

    Puma hits it out of the park with fan-first billboard for RCB supporters

    MUMBAI: Bengaluru’s skies just got a sixer’s worth of star power courtesy of RCB fans. As IPL fever tightens its grip on the country, Puma India is taking the fandom game up a notch by putting Royal Challengers Bangalore (RCB) loyalists on the big screen literally. In a first-of-its-kind digital activation, fans can now appear alongside their cricketing idols on a high-impact billboard in Bengaluru through a unique ‘Fan on a Billboard’ experience.

    The campaign launched ahead of RCB’s home match on April 18, featuring RCB’s biggest names Rajat Patidar, Virat Kohli, Krunal Pandya, Liam Livingstone, Bhuvneshwar Kumar, and Phil Salt. All it takes is a trip to the Puma stores at Indiranagar or Brigade Road, where fans can don their official Puma x RCB jerseys and capture pictures or videos with virtual versions of their heroes in a specially designed photo booth. The cherry on top? Their content gets beamed across the city on a giant digital screen.

    RCB, with over 18 million Instagram followers, recently bagged the title of India’s most-followed cricket franchise. With a billion searches and 12 million social media conversations in 2024 alone, Puma’s campaign taps into a massive well of fan passion and turns it into something unforgettable.

    “At Puma, we’ve always kept the consumer at the center of everything we do, especially when it comes to sport,” said Puma India, director of marketing Shreya Sachdev. “RCB fans are some of the most passionate out there, and this experience is our way of putting them right where they belong next to their heroes. In a world where tech often takes people further apart, we’re using it to do the opposite, bringing fans closer to the game and the players they love,” she added.

    The activation also signals how Out-of-Home (OOH) advertising is evolving in India. According to the Pitch Madison Advertising Report 2025, OOH revenues jumped from Rs 4,140 crore in 2023 to Rs 4,650 crore in 2024 and are expected to grow at 12 per cent in 2025. But Puma’s effort goes beyond static visualsM it’s an immersive, personalised moment on a public canvas, giving fans their 15 seconds of fame, backed by serious tech muscle.

    From turning store names into Puma to honour PV Sindhu, to crafting an anthem from runners’ warm-up sounds, to letting fans “dive” into AI-generated campaigns Puma India has been sprinting ahead in innovation. With the Fan on a Billboard experience, they’ve bowled over cricket lovers once again making sure the fans don’t just wear the jersey, they become part of the game.

  • Howzzat for Ads VDO.AI bowls over brands with cricket-themed formats

    Howzzat for Ads VDO.AI bowls over brands with cricket-themed formats

    MUMBAI: As cricket fever grips the nation, VDO.AI is padding up to help brands hit advertising for six with the launch of its new cricket-themed ad formats for Connected TV (CTV) and display. Just in time for the IPL frenzy, the global advertising tech player has introduced QuickFrame, Interactive Storytelling, and InMotion, a trio of formats engineered to turn ad breaks into applause-worthy moments.

    Designed to capitalise on cricket’s real-time thrill, these formats offer more than just flashy visuals. They come loaded with dynamic features like live match score integration, event-triggered messages for boundaries, sixes, and wickets, and animated creative assets reflecting team colours. It’s not just advertising, it’s a second-screen experience.

    VDO.AI, founder and CEO Amitt Sharma said, “At VDO.AI, we operate at the dynamic intersection of brands and advertising platforms, serving as the bridge that empowers both to elevate their advertising strategies through our innovative ad solutions. With our newly launched cricket-themed ad formats, we are not only reimagining the way brands advertise during sporting events but also setting a new benchmark to drive engagement and return on investment (ROI). By moving beyond passive, run-of-the-mill ads to dynamic, interactive experiences, our vision is to supercharge advertising, empowering brands with innovative tools that drive deeper audience engagement and lasting brand recall”.

    VDO.AI, co-founder and CTO Arjit Sachdeva stated, “As cricket viewership, especially IPL, in the country has scaled to unprecedented heights, brands are vying for consumer attention and want to leave no stone unturned to maximise the ROI of their advertising campaigns. At VDO.AI, technology is at the core of everything we do. From real-time scorecard integrations to dynamic, moment-driven creatives and interactive QR codes, VDO. AI’s cricket-themed ad formats have the potential to help brands cut through the noise and transform such cricketing events into a hub for digital engagement.”

    The formats also go interactive with QR code integration and carousel galleries, nudging viewers toward immediate action whether it’s redeeming a promo, booking a ride, or diving deeper into the brand. No more passive scrolling, this is real-time call-to-action at its finest.

    Backed by an AI-powered contextual engine, VDO.AI’s innovation allows advertisers to make their content as thrilling as the match itself. And as the IPL season continues to keep millions glued to their screens, VDO.AI’s cricket-infused formats are giving brands a whole new way to play ball.

    In a season where every over counts, VDO.AI is making sure no opportunity goes un-hit blending cricket’s excitement with ad-tech smarts to deliver campaigns that truly score.
     

  • Cricket Icons bowled into play with miniature stars and mega fanfare

    Cricket Icons bowled into play with miniature stars and mega fanfare

    MUMBAI: Mini but mighty and ready to take a wicket in your living room. As cricket fever grips the nation, a new league of legends has entered the fray this time, not on the field but on your shelf. Pune-based startup Infinity Toy Tronics (ITT) has launched Cricket Icons, India’s first official line of collectible miniatures featuring players from top IPL teams like Mumbai Indians, Kolkata Knight Riders, Gujarat Titans, and Rajasthan Royals.

    The project, fuelled by fan obsession and startup hustle, marks a significant leap in India’s sports memorabilia landscape, one where a tiny Hardik Pandya or Rohit Sharma might just be your next prized possession.

    Founded by three cricket-crazed first-gen entrepreneurs Rikesh Raja, Saurabh Gajbi, and Pratik Agrawal across three continents, ITT was born out of a shared frustration: why had cricket, India’s biggest sporting passion, never had its own Marvel-style merch moment?

    “Growing up, we all played with Marvel heroes, Power Rangers, or football action figures but cricket, despite being India’s biggest sport, never had its own space in the collectables world,” said Infinity Toy Tronics Director Saurabh Gajbi. “With Cricket Icons, we saw an opportunity to not only fill that gap but also spark a revolution in the Indian toy industry. Unlike seasonal merchandise, these collectables have year-round appeal, driven by deep-rooted team loyalties and fan passion. It’s more than just a toy it’s a cultural connection and a step toward building a sustainable, homegrown ecosystem for sports memorabilia in India,” he added while talking about these IP-based collectables.

    Thanks to Rise Worldwide, the team inked a three-year deal with major franchises, and they’ve got the distribution to match. Aditi Toys handles B2C and D2C routes, Neha Creations takes care of B2B, and the toys are already available across Amazon, Flipkart, Swiggy Instamart, and Zepto. For old-school charm, you’ll find them in Hamleys and local stores from metro malls to Tier 3 town bazaars.

    The line includes single figurines priced at Rs 249, team packs at Rs 649, and upcoming action figures at Rs 699. Each one is crafted with 90–95 per cent likeness and doubles as a digital key. Scan the QR code on the toy to unlock player avatars, quizzes, loyalty rewards, and challenges on the Cricket Icons app. Fans can win match tickets, signed memorabilia, and more adding serious value to their shelf-space superstars.

    Beyond the toys, it’s a larger mission. ITT’s strategy ties into the government’s 1 billion dollars toy economy vision under Atmanirbhar Bharat.

    With a million-unit sales target for 2025, Cricket Icons is already swinging for the fences creating not just figurines, but fan stories, one miniature at a time.

  • Uber hits a six with free fan shuttles to Arun Jaitley Stadium

    Uber hits a six with free fan shuttles to Arun Jaitley Stadium

    MUMBAI: In a move that’s set to bowl fans over, Uber has launched a free Uber Shuttle Fan Bus service for Delhi NCR cricket lovers heading to the Arun Jaitley Stadium. Just in time for the peak of the cricket season, this initiative promises to hit the sweet spot between convenience and cricket mania.

    From April 16, five specially curated Uber Shuttle routes will ferry cricket fans from across Delhi, Noida, and Gurugram straight to the stadium gates on match days i.e. 16, 27, 29 April  and 11 May. The service is Uber’s way of blending love for the game with seamless city travel.

    Speaking on the initiative, Uber Shuttle head of strategy Snehashish Nag said, “We’re turning up the game day experience with Uber Shuttle – fast, reliable, and with zero stress. Booking’s a breeze, rides are smooth, and getting to the match is effortless with drop-offs right in front of the stadium. In Delhi, this is the ride fans can count on. It’s our way of moving smarter while also helping decongest roads on match days.”

    To add to the cricketing spirit, the Uber app is also getting into match mode with vehicle icons sporting cricket-themed avatars for the duration of the tournament. Because, why should jerseys have all the fun?

    The Uber Shuttle programme aims to complement public transport, making travel safer, smarter, and more sustainable. Whether it’s airports, offices, or now stadiums, Uber is betting big on plug-and-play city mobility. And if you’re planning to ride in, here’s how to book your match-day magic:

    1.    Open the Uber app and enter Arun Jaitley Stadium as your pick-up or drop-off

    2.    Tap the Shuttle icon

    3.    Pick your preferred time and hit Confirm Shuttle

    4.    Reserve your seat early and carry valid match tickets

    With a drop that’s closer than the front row and a ride that’s easier than parking hassles, Uber’s cricket shuttle is turning transport into a team player. So, match-day plans? Sorted.

  • Kapil Dev joins SOGF Grandmasters Series as north and east zone ambassador for mind sport glory

    Kapil Dev joins SOGF Grandmasters Series as north and east zone ambassador for mind sport glory

    MUMBAI: Kapil Dev is back—this time not swinging a bat but cheering on the country’s sharpest minds as they outwit, outplay and outmanoeuvre their way through the SOGF Grandmasters Series. Yes, the man who lifted India’s first World Cup in 1983 now lends his legendary presence to a very different kind of game—one with knights, queens, and a whole lot of calculation.

    On 15 April 2025, the Skillhub Online Games Federation (SOGF) officially announced the cricketing icon as the brand ambassador for the north and east zone finals of its mind sports extravaganza. The much-anticipated finals are scheduled for 29-30 April at Gurugram’s Hyatt Regency, promising checkmates, rummy runs and intellectual hustle like never before.

    “Mind sports are witnessing an incredible surge worldwide, propelled by high-speed internet, digital platforms, and growing accessibility. I’m delighted to join hands with SOGF to champion this movement in India. Strategic thinking, mental agility, discipline, and problem-solving—these are the qualities mind sports nurture, much like cricket. These skills are essential for shaping individuals who can compete on a global stage, and I’m proud to support an initiative that enhances India’s presence in this arena,” said Kapil.

    The Grandmasters Series has already galloped through south and west zone finales in Bengaluru and Mumbai, now heading to Gurugram for its penultimate regional clash. But this isn’t just chessboard showboating—the event covers three categories: Indian Chess Masters (ICM), Indian Chess Masters for the Blind (ICMB), and Indian Rummy Grandmasters (IRG). With over 1,50,000 online registrations in previous rounds, the tournament has proven that strategy isn’t just alive in India—it’s thriving.

    Kapil isn’t the only legend endorsing this mental marathon.

    Chess grandmaster Koneru Humpy, already the brand ambassador for the entire series, continues to wave the banner for brain-powered brilliance. “Being part of the SOGF series, including my presence at the Mumbai event, has been a rewarding experience. I truly believe in its potential to unearth and nurture India’s mind sports talent. I look forward to witnessing its growth and impact, confident that it will become a significant milestone on the Indian sports calendar, attracting top players from around the world,” she said.

    Her presence, paired with Kapil’s iconic credibility, gives SOGF a promotional double-whammy. According to president Shankar Aggarwal, “Having Kapil Dev as our brand ambassador for the north and east zone finals is a game-changer. His towering legacy in sports and his ability to inspire generations align perfectly with our vision.”

    Let’s talk numbers:

    . The IRG category saw 78,000 online warriors, 150 of whom made it to the finals.

    .  The ICM whittled down 3,500 registered players to just 32 finalists—16 men, 16 women.

    .  And in the most inclusive move of the series, the ICMB partnered with the All India Chess Federation for the Blind (AICFB) to handpick 16 talented minds across the country.

    If you thought this was just another low-stakes game night, think again. Past zonal winners walked away with the Major Dhyan Chand Scholarship and a slice of the Rs 60 lakh prize pie. And yes, the final zone event is “phygital”—a snazzy blend of physical gameplay and digital platforms, ensuring both scale and spectacle.

    Finalists in Gurugram will compete not just for regional bragging rights but for a golden ticket to the SOGF Grandmasters National Finals in New Delhi. That’s where the ultimate chess titans and card sharks will battle for national titles and global visibility—backed by alliances with the International Esports Federation (IESF), International Mind Sports Association (IMSA), and the Global Esports Federation (GEF).

    Brains, strategy, glory—and now, Kapil Dev. Your move.

  • Navi UPI hits a six with early RCB ticket access and cricket contest

    Navi UPI hits a six with early RCB ticket access and cricket contest

    MUMBAI: Cricket meets convenience as Navi UPI, the Official Payments Partner of Royal Challengers Bengaluru (RCB), returns with another exclusive offer for fans this time unlocking early ticket access for RCB’s final three home matches of the season. Starting 11 am on April 16, Navi UPI users will enjoy a 24-hour head start to book tickets for blockbuster clashes against Chennai (3 May), Hyderabad (13 May), and Kolkata (17 May), well before the general public scrambles to grab theirs.

    All it takes to score this VIP access is a tap on the RCB ticket banner in the Navi app and a payment via Navi UPI. This second wave of early access follows the resounding success of the first ticket window launched in March, which saw fans race ahead of the crowd to secure their spots for the opening home games.

    But Navi isn’t stopping at just ticket perks. Cricket fever’s gone digital with Powerplay, Navi’s first-ever user contest, now live on its Android app. With each UPI payment, users unlock digital player cards and collect a full team of 11 unique players and you could win 2,000 Navi coins or RCB memorabilia signed by the stars themselves. Got five of the same player? That’s an instant 100 bonus coins in the bag.

    Navi Technologies CEO Rajiv Naresh said, “We wanted to create something that makes everyday payments feel like a win. Navi Powerplay lets users have fun while they pay collecting player cards, earning rewards, and standing a chance to win RCB-signed memorabilia. We are excited to launch our first ever contest and look forward to enhancing contest-led strategies on Navi UPI in days to come.”

    As the IPL heats up, Navi UPI is giving fans more reasons to cheer combining cricket, collectibles, and cashless convenience in one winning pitch.
     

  • Gallant Sports hits the ground running with slick new tiles, turf and eco-friendly flooring

    Gallant Sports hits the ground running with slick new tiles, turf and eco-friendly flooring

    MUMBAI: When India’s athletes stretch, sprint and slam dunk, Gallant Sports wants to make sure they land like pros—not on dodgy turf or wobbly floors. In a move that screams ‘IPO-bound and proud’, the Delhi-based sports infra player has ripped the cover off its latest lineup of flooring wizardry, turf tech, and shock-absorbing magic. This isn’t just another rollout—it’s flooring with flair, and a serious statement of intent under its ‘Vision 2036’ roadmap.

    Gallant Sports—already a heavyweight in India’s sports infrastructure scene—announced the launch of a cutting-edge range of smart modular fields and sports flooring. The products are engineered to meet the needs of everyone from Sunday-league hopefuls to Olympic-level sprinters.

    “At Gallant Sports, we’re committed to shaping the future of sports in India,” said founder & CEO Nasir Ali. “This new product line reflects our mission to deliver innovative, safe, and sustainable solutions that elevate athletic performance and community well-being.” He added, “We’re not just building sports fields—we’re building ecosystems that empower athletes and institutions alike.”

    The company’s latest offering comes packed with enough acronyms, shock ratings and environmental kudos to make eco-engineers blush. But make no mistake—this kit means business.

    Gallant’s next-gen sports tiles—Titan, Hexagonal 2.0 and Rubber Elastomer—are made of high-grade TPE, the same stuff approved by FIBA 3×3. They boast weather resistance, impact absorption and energy return so good, they practically high-five your knees. Think basketball, futsal, and volleyball courts built to last—and bounce.

    The pre-fabricated rubber flooring options come in three comforting thicknesses—5mm, 8mm and 13mm. They’re odour-free, non-toxic, World Athletics-compliant, and most importantly, fully recyclable. Whether it’s a casual jog or a high-stakes sprint, the flooring promises grip without the slip.

    Gallant’s new FIFA-tested, non-infill synthetic turf cuts out traditional rubber crumbs—thankfully, because nobody likes cleaning black bits out of their socks. The turf stays cooler, looks cleaner, and is far easier to maintain. Plus, with a global phase-out of SBR infill looming by 2031, Gallant’s already ahead of the curve.

    Rounding out the rollout is a line of high-performance shockpads with geo-textile backing and GSM ratings of 70+. Available in thicknesses from 10mm to 20mm, they’re the unsung heroes for preventing knee-crunching, elbow-smacking wipeouts. Ideal for playgrounds and football fields, they tick every international safety box.

    This smart, modular, and sustainability-forward range isn’t just tech for tech’s sake. It’s a calculated move to beef up Gallant’s portfolio ahead of its public market debut later this year—a playbook that blends ambition, athleticism and asphalt.

    For an industry that’s often more dust bowl than digital-age, Gallant’s latest offering looks like a flooring revolution dressed in TPE. And if all goes to plan, India’s next generation of sportstars will be standing on world-class surfaces while the brand stands tall on the stock market.

  • IPL 2025 advertising volumes surge by seven per cent: 22 match scorecard from TAM Sports

    IPL 2025 advertising volumes surge by seven per cent: 22 match scorecard from TAM Sports

    MUMBAI:  Advertising volumes for the Indian Premier League (IPL) have jumped by seven per cent in 2025, surpassing the previous season’s 22-match milestone. The tournament, cricket’s glitziest carnival, continues to be an advertiser’s dream with volumes climbing from 100 in IPL 17 to a whopping 107 in IPL 18, according to TAM Sports (A Division of TAM Media Research).

    growth everywhere

    The league’s magnetic pull for brands remains undeniable, with the latest data showing remarkable growth across the board. IPL 2024 witnessed a two per cent growth in categories, 14 per cent rise in advertisers, and an impressive 21 per cent surge in brands – clear evidence of advertisers’ unwavering confidence in the tournament’s broad consumer reach.

    Among the heavy hitters, Parle biscuits claimed the top spot across all 21 matches (barring the opening game). The top five advertisers in IPL 18 accounted for 30 per cent of overall volumes, with Parle Biscuits leading the charge while Sports Technologies and Volini Packaging maintained their strong presence in both IPL 18 and IPL 17.

    Collectively, the top five categories represented more than 40 per cent of total ad volumes. Ecom-gaming and mouth freshener emerged as recurring crowd-pleasers, featuring prominently in both seasons. Notably, two of the top five categories in IPL 18 came from the food & beverages sector, with mouth freshener dominating IPL 18’s advertising landscape.

    New categories

    The tournament also welcomed 24 new categories and 84 new brands advertising across 22 matches compared to IPL 17. Among these fresh faces, Parle Platina Hide & Seek established itself as the leading newcomer, followed by Rajshree Silver Coated Elaichi.

    With these numbers, IPL continues to prove it’s not just cricket’s biggest party – it’s also the advertising world’s most lucrative playground.