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Category: Sports

  • Foreign brands bowl over India as IPL turns global advertising pitch

    Foreign brands bowl over India as IPL turns global advertising pitch

    MUMBAI: As the Tata IPL 2025 continues to bowl over audiences with record-breaking viewership, it’s not just the players on the pitch who are playing for high stakes. Global brands are stepping up to bat, making India’s biggest sporting spectacle their preferred launchpad for business growth and JioStar’s broadcast and digital platforms their prime ad real estate.

    Joining the international sponsor squad this season is Danube Properties, coming on board as a ‘co-powered by’ sponsor on Star Sports, and Lattafa Perfumes, which becomes the first international retail brand to advertise on JioStar’s cricket coverage. Their presence signals a wider trend: cricket is no longer just India’s game, it’s the world’s marketing playground.

    In recent seasons, JioStar has attracted heavyweights like Etihad, Emirates, Disney Cruise Line, DP World, Qatar Airways, Turkish Airlines, Saudi Tourism, and more. Sectors like real estate, aviation, and tourism have taken centre stage, capitalising on cricket’s pan-India reach and its increasing influence in Tier 2 and Tier 3 cities.

    JioStar chief business officer for sports revenue SMB & creator Ishan Chatterjee said, “Cricket in India is no longer just a national obsession, it’s a global advertising stage. We’re seeing international brands increasingly turn to JioStar as a gateway to scale, status, and cultural relevance. These partnerships go beyond awareness; they’re delivering real business outcomes, from lead generation to brand affinity in one of the world’s most dynamic markets.”

    Danube Properties founder and chairman Rizwan Sajan said, “Danube Properties is thrilled to partner with Star Sports this year on the Tata IPL. India is one of the biggest markets for Danube Properties, and there isn’t a better medium than Star Sports and the Tata IPL to maximize our reach. The Tata IPL takes place during one of the busiest periods in our investment cycle for both commercial and residential properties and being able to reach that scale of high-net-worth individuals within just two months gives our business a significant boost. This association continues to be a key driver of investor interest, making it easier than ever to own a property in Dubai. It has been a truly impactful association, and we look forward to even greater success ahead.”

    Danube’s campaign is cleverly timed with one of their busiest investment cycles, tapping into IPL’s ability to deliver scale within just a few weeks.

    India’s evolution into a premium consumption hub has turbocharged this trend. It’s now one of the top five global source markets for airlines, a significant base of NRI property buyers, and a high-spending outbound tourism segment. For global brands, India is not just a pit stop, it’s the prize.

    And as JioStar transforms cricket coverage into a blend of sports and sophisticated storytelling, it’s offering more than just visibility,  it’s delivering leads, loyalty, and legacy. In the grand theatre of the IPL, it’s not just sixes that soar, so do global ambitions.

  • RCB turns over a green leaf against Rajasthan Royals in eco-powered Sunday showdown

    RCB turns over a green leaf against Rajasthan Royals in eco-powered Sunday showdown

    MUMBAI: In a game that usually thrives on red-hot intensity, Royal Challengers Bengaluru (RCB) are cooling it down with a splash of green. When they clash with Rajasthan Royals on Sunday, 13 April, at Sawai Mansingh Stadium, Jaipur, RCB will don their now-iconic green jerseys — not just for style points, but as a bold statement in favour of sustainability.

    Made entirely from recycled fabric, these jerseys aren’t just sweat-wicking—they’re conscience-tapping. It’s not a fashion choice, it’s a climate call-to-action.

    “Our green jerseys are more than just a symbol; they are a call to action… sustainability is a natural priority for us,” said RCB COO Rajesh Menon underscoring the team’s mission to leverage sport as a platform for environmental change.

    As a carbon neutral T20 franchise, the team tracks its emissions across operations through rigorous carbon audits. This includes calculating emissions from diesel generators, fan travel, team accommodations, and even stadium waste.

    The result?

    A franchise with a data-backed roadmap to go carbon positive.

    To offset emissions, RCB has rolled out a host of initiatives: solar-powered lighting, wind energy, waste segregation, and a focused shift away from conventional power sources.

    And it’s not just about kilowatts and compost bins. The team has invested in green schools, lake rejuvenation projects, and encourages fans to take a pledge to conserve energy, transforming supporters into sustainability soldiers.

    So when RCB steps out in green this weekend, they won’t just be chasing a win. They’ll be chasing a legacy.

    And who knows?

    Maybe the scoreboard isn’t the only thing worth watching.

     

  • Playr hits a merchandising hat-trick with CSK, GT, and SRH in 2025 season

    Playr hits a merchandising hat-trick with CSK, GT, and SRH in 2025 season

    MUMBAI: Cricket isn’t just a sport in India—it’s a fashion statement, a religion, and a billion-dollar billboard. And in the latest power play off the field, sportswear brand Playr has clean-bowled the merchandise game by partnering with not one, but three IPL giants—Chennai Super Kings, Gujarat Titans, and Sunrisers Hyderabad—for the 2025 season.

    Announced from Mumbai this April, the move marks a stylish innings for Playr as it becomes the official merchandise partner for these fan-favourite franchises. The brand, powered by Icorets Private Limited, now manages production, marketing and sales of the teams’ official threads—both online and offline.

    The result? A merchandise frenzy that’s already racked up over 30,000 units in off-take just weeks into launch. And if early traction is anything to go by, Playr is not just riding the wave—it’s building the surfboard.

    “This is a momentous milestone for Playr,” said Playr founder and Icorets director Ravi Kukreja. “Partnering with three of the heavy-lifters CSK, GT and SRH will help us build advanced added values further delivering the fans experience.”

    From yellow army diehards in Chennai to the orange brigade in Hyderabad and the blue-and-gold crowd in Gujarat, the goal is clear: make premium fanwear accessible across every pin code—and beyond. With an omni-channel strategy stretching from top-tier retail outlets to lightning-fast Q-commerce platforms, Playr is swinging for maximum retail impact.

    And for those shopping from the sofa, official gear is available globally via their website: https://Playr.in.

    So, next time you see a CSK jersey at your local grocery store or a GT cap on a flight to Dubai, don’t be surprised. That’s Playr’s grand plan in motion—turning cricket into couture, one delivery at a time.

  • Castrol hits the gas as title sponsor of The Valley Run – Summer 2025

    Castrol hits the gas as title sponsor of The Valley Run – Summer 2025

    MUMBAI: Castrol is back at full throttle and taking the fast lane to Aamby Valley. The lubricants giant has once again donned the crown of title sponsor for The Valley Run – Summer Edition 2025, turning the heat up on one of India’s most anticipated drag-racing festivals.

    From 11-13 April, the Aamby Valley airstrip will ditch its sleepy luxury vibes and transform into a rev-happy, tyre-burning arena of adrenaline. With over 700 racers and 17,000 speed junkies expected to descend on the strip, this 14 edition of The Valley Run promises a cocktail of nitro-powered chaos — drag races, drifting, stunting, mud drags, and a parade of superbikes and supercars that’ll make your neck snap just trying to follow them.

    Castrol India plans to showcase its full performance arsenal at the event — Castrol Power1, Castrol Edge, and the Castrol Autocare range — all lined up and gleaming under the sun like well-oiled gladiators. But this isn’t just a product showcase. It’s a horsepower-heavy carnival.

    The Castrol Performance Pitstop will be the epicentre of cool, featuring dyno testing sessions and a hands-on tuner workshop for those who treat torque curves like sacred scripture. And for the aspiring daredevils, there’s the Drag Racing School, fronted by none other than international drag racing icon Rickey Gadson.

    The weekend’s crescendo?

    A face-off between Gadson and the fastest local dragster — now that’s the showdown we didn’t know we needed.

    “We’re happy to continue our association with The Valley Run after a debut as title sponsor in the 2024 winter edition. The event’s energy, precision, and passion for performance closely reflects Castrol’s DNA. With Castrol Edge and Power1 igniting machines on the track, this allows us to engage with India’s growing motorsports community in a truly meaningful way”, said Castrol India Limited VP – marketing Rohit Talwar.

    This ongoing partnership is no flash in the pan. It’s part of Castrol’s wider revved-up mission: fuelling India’s motorsports dreams, nurturing garage-grown talent, and pushing machines — and humans — to the absolute edge.

  • Glenn Maxwell pads up for business in India with Drive Fitt innings

    Glenn Maxwell pads up for business in India with Drive Fitt innings

    MUMBAI: It wasn’t a cricket pitch, but a business pitch that bowled over Glenn Maxwell this time. The swashbuckling Aussie didn’t just swing for the fences—he signed the dotted line, launching his first-ever business venture in India. Known for turning matches on their head, Maxwell is now turning heads with his sharp business move by joining Drive Fitt, a sports club brand that’s looking to fuse cricket, fitness, and recovery into one high-octane offering.

    So, what made the big show jump from the crease into the boardroom?

    Hint: it’s not just about protein shakes and treadmills.

    It’s about a sweaty love affair with cricket, high-performance training, and the magic of muscle recovery—served with a side of cutting-edge tech.

    Maxwell has officially invested in Drive Fitt, a membership-based sports club rooted in cricket, fitness and recovery. Designed with bleeding-edge tech and elite-level sports science, Drive Fitt promises to redefine how India trains, recovers, and plays.

    “This marks Maxwell’s first investment in an Indian venture”, the company announced on 10 April in New Delhi, noting the Australian all-rounder’s enthusiasm for the brand’s vision and its crack team of founders. With a passion for cricket and a growing obsession with recovery (thanks to an injury-laden yet adrenaline-charged career), Maxwell found the concept a no-brainer.

    “For Maxwell, investing is about backing the right people,” the release read. “And he believes the team’s vision and dedication will make Drive Fitt successful in India.”

    Let’s not forget—this isn’t Maxwell’s first dance with India. His long-standing relationship with the country through the IPL made him the poster boy for foreign players who just get it. That insider knowledge, the hustle of international T20s, and his athlete-first mindset made him the perfect poster boy for a cricket-meets-fitness brand.

    “Joining the Drive Fitt team is exciting for me,” said Maxwell. “Cricket, fitness, and recovery have been essential to my journey, and this concept brings them together uniquely and innovatively. I’m looking forward to contributing my experience and helping shape a space that supports athletes at every level.”

    Drive Fitt, co-founded by actress Preity Zinta, cricketer Shubman Gill, and entrepreneurs Mark Sellar, Deke Smith, and Vikram Aditya Bhatia, is already swinging for the fences. With Maxwell on board, they hope to knock it right out of the park.

    “Having Glenn join us at Drive Fitt is truly special,” said Zinta. “I’ve always admired his forward-thinking, athlete-first mindset which seamlessly aligns with our vision.”

    Gill, too, couldn’t hide his excitement, “Having Glenn on board brings immense value to our shared vision. His global experience and commitment to fitness and recovery make him an ideal partner.”

    Behind the flashy headlines and star-studded quotes lies a serious plan. Maxwell won’t be a mere cheque-writing mascot. He’s expected to dive into training methodology, content development, and player development, while helping shape a fitness ecosystem tailored for pros and amateurs alike.

    Drive Fitt, for those keeping score, is on a mission to help every aspiring cricketer train like a pro. With Maxwell’s brain (and brawn) in the mix, the startup may just bowl over India’s fitness scene.

    “It’s incredibly exciting to have Glenn support what we’re building,” said co-founders Sellar and Smith. “He brings not just experience and credibility, but also a deep understanding of what athletes genuinely need.”

    “We are thrilled to welcome Glenn Maxwell to the Drive Fitt family,” added CEO Vikram Aditya Bhatia. “His passion for the game and first-hand experience with elite-level training and recovery make him an invaluable partner.”

  • Kshema swings for six with Punjab Kings in quirky insurance ad blitz

    Kshema swings for six with Punjab Kings in quirky insurance ad blitz

    MUMBAI: Cricket meets crop cover in Kshema General Insurance’s latest innings—and it’s anything but a straight bat. In a punchy new campaign titled Shreyas Ki Yojana, the insurer teams up with IPL side Punjab Kings to bowl over Indian audiences with insurance awareness, laced with locker-room banter and rural relevance.

    Unveiled ahead of the 2025 IPL season, the ad stars captain Shreyas Iyer, pace ace Arshdeep Singh and the flamboyant Shashank Singh. The three trade sledges over Shreyas’ dream of becoming a farmer, only to land on a surprisingly sound game plan: crop insurance. The film delivers its message with the finesse of a cover drive and the timing of a match-winning six.

    The ad opens in the PBKS locker room, where Iyer flips through an agriculture magazine and casually declares his post-retirement plans. Cue a cheeky back-and-forth with Arshdeep and Shashank, poking fun at the unpredictability of farming—until Iyer whips out his phone and drops the mic (and the app): Kshema General Insurance.

    “Sirf Beeman Nahi, Kshema”, he declares, in what’s already being called the campaign’s new catchphrase. A split-screen follows, showing the cricketers on one side and Kshema’s offerings on the other: expansive crop coverage, affordable premiums, smooth claims, and service that doesn’t ghost you mid-season.

    “We believe awareness and preparation are the keys to protection, irrespective of the field. Cricket, with its following in India, is one the most effective vehicles to take this message across the country which is why we chose to leverage our partner Punjab Kings’ strong connection with its roots to aid our outreach. I hope the star-power of Shreyas, Arshdeep, and Shashank will act as a catalyst in increasing awareness about insurance and its effectiveness in mitigating economic hardships,” said Kshema General Insurance Limited CMO Bhaskar Thakur.

    The campaign, conceptualised by Dentsu Creative Webchutney and produced by Shaded Feathers, is helmed by director Dhruv Grover and will run throughout the IPL season on digital platforms and traditional media. It’s part of a broader blitz aimed at making insurance less about jargon and more about impact.

    To sweeten the deal, Kshema also rolled out its ‘Kshema Secure Hands’ contest. Fans who guess the PBKS player crowned ‘Secure Hands of the Match’ stand a chance to win match tickets and exclusive merch. Insurance has never looked this fun—or this interactive.

  • Rajasthan Royals swings for data gold with str8bat in its tech toolkit

    Rajasthan Royals swings for data gold with str8bat in its tech toolkit

    MUMBAI: In cricket, the bat has always done the talking. Now it also listens, calculates, and serves real-time insight in milliseconds. Rajasthan Royals just made a power play off the field, naming str8bat as its official skilling partner for the 2025 IPL season. In doing so, the Royals have officially become cricket’s front-runners in the data game—bat sensors, deep-tech, AI and all.

    This isn’t a fresh start but a next step. The Royals have been using str8bat’s camera-less bat sensor tech since 2019. Now, they’re going all in. The partnership elevates a backroom secret weapon into a headline strategy, making RR the first IPL team to embed this level of performance tech across scouting, training, and match prep.

    “What makes this partnership meaningful is not just their cutting-edge tech, but how seamlessly it plugs into our philosophy of continuous learning and high-performance. Together, we’re building a model where every insight has the power to shape strategy, accelerate development, and unlock new levels of excellence,” said Rajasthan Royals CBO Alok Chitre.

    Str8bat’s genius lies in its sleek, camera-free bat sensor—an innocuous-looking device that captures bat speed, sweet spot accuracy, back-lift angles and more, across every single shot. Think Fitbit for your cover drive. And it’s not just for net geeks: these numbers go straight into the Royals’ coaching playbook.

    “str8bat’s real-time, data-driven insights allow us to spot micro improvements in technique while also shaping macro strategies that carry through from the nets to live matches. It’s not just about refining a shot—it’s about transforming a player’s entire approach to the game. This could very well be cricket’s Moneyball moment, marking a seismic shift towards data-led decision-making in the sport,” said Rajasthan Royals batting coach Vikram Rathour.

    Over 25 million data points flow through str8bat’s platform every month, powering the dreams of thousands of players, from grassroots kids to pro cricketers with stadium-sized ambitions. For Royals, it’s now a must-have in scouting camps: every hopeful swings with str8bat, generating metrics that can nudge decisions on selection, auction picks, and player development.

    “To be named the official skilling partner of Rajasthan Royals is an honour and a huge milestone for str8bat. What sets RR apart is their willingness to put data at the heart of their cricketing philosophy. Our tech doesn’t just enhance performance—it transforms how performance is measured, understood, and improved,” said str8bat co-founder & CEO Gagan Daga.

    No other IPL team has embraced this level of integration—a bold innings for data disciples. As T20 cricket demands sharper innovation and smarter strategies, Royals are betting on numbers, not nostalgia. And in this match-up, tech’s not just a support act—it’s opening the batting.

    “We’ve introduced a new language in cricket—one based on objective metrics and deep-tech,” added Daga. “With the Royals, we’re not just helping players train better, we’re reshaping how talent is discovered, nurtured, and elevated.”

    Str8bat might not swing a bat, but it sure knows how to swing a franchise into the future.

  • Fintech hits a six as Finkeda partners with Gujarat Titans this season

    Fintech hits a six as Finkeda partners with Gujarat Titans this season

    MUMBAI: Batting for Bharat, the fintech way, Gujarat Titans just scored a new partner in their lineup, and this one’s here to digitise your wallet. Leading digital banking platform Finkeda (also known as Ikeda) has officially joined hands with the IPL franchise as an official partner, aiming to bring smarter financial solutions to cricket fans across India’s tier 2, 3 and 4 cities.

    As Gujarat Titans ramp up efforts to boost fan engagement and digital access, Finkeda is stepping up to the crease with its wide suite of services, ranging from Aadhar-enabled banking and micro ATMs to mutual funds, bill payments and P2P lending. The move underscores a growing trend: the fusion of cricketing fervour and financial inclusion.

    Gujarat Titans COO Colonel Arvinder Singh said, “This association with Finkeda aligns with our larger goal of broadening avenues for seamless user experience. With their expertise in fintech and digital financial solutions, GT fans are up for some exciting new opportunities to know finances better. We are hopeful that this will add up to an enriching overall experience combined with the excitement of play.”

    Finkeda, chairman and managing director Manish Kumar Goyal said, “Gujarat Titans have shown the country and the world that it is possible to be a disruptor despite being new and competing with established players. It is a proud moment for all of us at Finkeda to be a sponsor of Gujarat Titans, a team that has created such a huge impact in such little time. We share their passion and motivation to win and believe that every individual and business, regardless of where they are located in India, deserve access to efficient and state-of-the-art fintech solutions.”

    Since launching in 2019, Finkeda has grown rapidly as a one-stop fintech destination for both urban and rural India. By tapping into Gujarat Titans’ roaring fan base, the brand is looking to deepen its roots in untapped markets, one six at a time.

    With fintech and cricket joining forces, fans can expect more than just boundaries and bouncers this season they’ll be banking on better financial literacy too.

  • Pro Panja League season two returns to Sony Sports on 5 August 2025

    Pro Panja League season two returns to Sony Sports on 5 August 2025

    MUMBAI: Pro Panja League, is set to return with its second season on Sony Sports Network from 5 August 2025, right after the India vs England cricket series wraps up. The league will air daily for two hours on Sony Sports Ten 3 channels (SD and HD), ensuring viewers enjoy an uninterrupted run of top-tier sporting action.

    Riding high on the success of its debut edition, the tournament known for its IPL-style franchise format promises 17 action-packed days of gripping arm wrestling battles as top athletes from across India clash for glory. Season one saw Kochi KD’s emerge as champions after a nail-biting final.

    The comeback of Pro Panja comes amid growing enthusiasm for the sport. Season one attracted 32 million unique viewers across Sony Sports and Doordarshan, outperforming several new sporting leagues in India, according to BARC data.

    Pro Panja League co-founder Parvinn Dabass said, “The response to our first season was beyond expectations. Arm wrestling has evolved into a professional sport with rising athlete standards and packed arenas our Mizoram showcase saw crowds of up to 20,000. Season two will raise the bar even higher.”

    With elevated production, intense rivalries, and a fan base that’s rapidly expanding, Pro Panja League is poised to become a household favourite, bringing the thrill of raw strength and strategy into living rooms nationwide.

  • TV9 rallies India Inc with Gopichand for smashing badminton showdown

    TV9 rallies India Inc with Gopichand for smashing badminton showdown

    MUMBAI: Move over boardroom battles, it’s time to settle scores on the badminton court. TV9 Network has announced the launch of the News9 Corporate Badminton Championship, in partnership with the Pullela Gopichand Badminton Academy, bringing a new spin to corporate fitness and team spirit.

    After scoring big with its Corporate Football Cup, TV9 is now rallying professionals to pick up their rackets. The championship promises more than just a shuttle showdown, it’s a celebration of work-life balance, camaraderie, and competitive flair.

    TV9 Network MD & CEO Barun Das said, “We believe in sporting events that go beyond competition. They inspire fitness, teamwork and a sense of community. The Corporate Badminton Championship is another step in building a larger ecosystem of corporate sport.”

    With Hyderabad’s legendary sporting legacy as its backdrop, the championship finds a fitting home at the Pullela Gopichand Badminton Academy, a temple of talent that has produced Olympic stars like PV Sindhu and Saina Nehwal.

    TV9 Network-South, chief operating officer, and News9 director corporate badminton championship Vikram K said, “Hyderabad has long been celebrated as a hub for well-established industries like IT, Pharma, Biotech, and Startups. But beyond being a business powerhouse, it has also emerged as a cradle of sporting excellence producing icons like Pullela Gopichand, Sania Mirza, VVS Laxman, Saina Nehwal, PV Sindhu, Satwik Sairaj, and Chirag Shetty and more. We are proud to launch the first season of the News9 Corporate Badminton Championship in this city of champions. With the legacy of Padma Bhushan Pullela Gopichand as a backdrop, this tournament is a salute to both passion and performance. It offers working professionals a well-deserved break from the daily hustle, a chance to compete, connect, and celebrate their love for sport. At TV9, we believe in building communities that thrive not just at work, but also in well-being and togetherness.”

    India National Badminton Team chief national coach Pullela Gopichand said, “Badminton has given me everything and I believe it has something to offer everyone. With the News9 Corporate Badminton Championship, we’re bringing that passion, love of the game to the corporate world. Join us and be a part of this exciting movement!”

    The format includes Men’s and Open categories, with singles and doubles matches. Open Category teams must include at least one female player, encouraging inclusive participation.

    But this isn’t just about bragging rights. Winners stand to bag cash prizes of up to Rs 6,00,000, along with exclusive two-day coaching sessions at the prestigious Gopichand Academy. They’ll also receive invites to elite badminton tournaments across India making this a game-changing opportunity for rising talent.  

    The tournament is open to companies and LLPs that have been operational for at least two years with a minimum of ten employees. It’s a rare opportunity for professionals to swap presentations for precision smashes and play under the guidance of the very coach who shaped India’s badminton dreams.

    As the courts light up and teams take their positions, TV9’s latest initiative proves that the real corporate champions might just be found in sports shoes, not suits. Let the rallies begin!