ITV

Category: Sports

  • Refex Group bowls over CSK with sponsorship deal

    Refex Group bowls over CSK with sponsorship deal

    MUMBAI: Refex Group, a diversified business heavyweight, has struck a deal to sponsor Chennai Super Kings (CSK), one of cricket’s most celebrated franchises. Refex’s first CSK partnership mixes sports with eco-friendly goals.

    The collaboration signifies a growing trend of industry titans aligning with sports giants, a move Refex hopes will “drive innovation, growth, and a bit of crowd-pleasing razzmatazz.”

    “We’re not just sponsoring a team; we’re sponsoring a sustainable revolution,” declares Refex Group managing director Anil Jain. “CSK’s winning spirit mirrors our own, and together, we’ll champion a greener future.”

    “We’re chuffed to have Refex on board,” says CSK managing director KS Viswanathan. “Their commitment to eco-friendly initiatives aligns perfectly with our values. We’re aiming to hit a six for sustainability.”

    Refex hopes to use the partnership to amplify its message of environmental responsibility, leveraging CSK’s massive fanbase to promote sustainable practices. “We’re not just playing the game; we’re changing the game,” Jain adds. “And we’re doing it with a bit of style.”

  • Punjab Kings roar into IPL 2025 with ‘Bas Jeetna Hai’ campaign

    Punjab Kings roar into IPL 2025 with ‘Bas Jeetna Hai’ campaign

    MUMBAI: Punjab Kings have set the stage for IPL 2025 with a battle cry that leaves no room for doubt ‘Bas Jeetna Hai!’ The team’s electrifying new campaign, featuring Captain Shreyas Iyer, Head Coach Ricky Ponting, and a power-packed squad, embodies their relentless pursuit of victory.

    The high-energy video captures Punjab Kings’ stars Arshdeep Singh, Lockie Ferguson, Yuzvendra Chahal, Glenn Maxwell, Marcus Stoinis, and Marco Jansen gearing up for the season with raw intensity. A standout moment sees Arshdeep unleashing a lion’s roar ‘sher di dahaar’ perfectly encapsulating the fearless Punjab spirit, amplified by the commanding vocals of Punjabi singer Parmish Verma.

    The campaign also spotlights Shashank Singh, Harpreet Brar, Prabhsimran Singh, Nehal Wadhera, and promising youngsters Priyansh Arya and Musheer Khan, reinforcing Punjab Kings’ strong Indian core.

    Punjab Kings CEO, Satish Menon said, “With this campaign, we’re not just showcasing our team we’re celebrating a spirit. ‘Bas Jeetna Hai’ is more than a tagline. It’s an emotion every Punjab Kings fan live by. We’re building a fun and fearless identity on the field and off it. The atmosphere in the camp perfectly reflects what we’ve envisioned, and the boys are ready to give it their all. I’m confident fans will connect deeply with this campaign. Here’s wishing the team a memorable and successful season ahead.”

    Punjab Kings kick off their IPL 2025 journey today against Gujarat Titans at the Narendra Modi Stadium in Ahmedabad. Following an away clash with Lucknow Super Giants, the team will bring the action home to the newly built PCA Stadium in New Chandigarh, hosting Rajasthan Royals and Chennai Super Kings in back-to-back encounters. With their war cry set and their squad raring to go, Punjab Kings are ready to make this season one to remember.
     

  • Mumbai Indians strike fragrance deal Lattafa joins squad

    Mumbai Indians strike fragrance deal Lattafa joins squad

    MUMBAI: Mumbai Indians, has announced a novel partnership with Lattafa Perfumes, securing the middle eastern perfumery as their official fragrance partner for the upcoming season. This collaboration marks a unique fusion of cricket and luxury fragrance, aiming to enhance fan engagement and sensory experiences.

    The alliance pairs Mumbai Indians’ esteemed legacy with Lattafa’s expertise in premium fragrances, creating an immersive experience for supporters.

    “Fragrance is more than just a scent it’s an identity, a symbol of confidence, and a statement of prestige. Much like Mumbai Indians’ legacy, Lattafa embodies excellence, strength, and ambition. This partnership celebrates the winning spirit both in cricket and in life.” Lattafa Perfumes founder Sheikh Shahid Ahmed.

    A Mumbai Indians Spokesperson stated, “We are delighted to welcome Lattafa Perfumes to the Mumbai Indians family. This partnership brings together two distinctive brands that excel in their fields cricket and fragrances making for a perfect synergy. We look forward to an exciting journey together.”

    Lattafa Perfumes head of marketing Nayana Tharoor explained, “At Lattafa, we see fragrances as powerful expressions of identity and emotion, much like the passion that fuels every cricket match. Partnering with Mumbai Indians allows us to bring this philosophy into the world of sports, offering fans a deeper connection to the team through signature scents. By partnering with Mumbai Indians, we aim to enhance the fan experience through our signature fragrances while capturing the spirit of champions both on and off the field.”

    Under the campaign tagline ‘Ignite the Game – The Scent of Champions,’ the partnership will implement several key initiatives, Television commercial campaign a series of advertisements featuring Mumbai Indians’ top players, showcasing moments of preparation, intensity, and victory, all enhanced by Lattafa’s Khamrah fragrance. Kit sponsorship Lattafa branding will be prominently displayed on Mumbai Indians’ helmets and caps. Digital strategy a comprehensive digital campaign involving Indian and global influencers, bridging sports, lifestyle, and luxury. Game-day activities, exclusive scents and fan interaction.

    The collaboration extends to include an exclusive Mumbai Indians x Lattafa Fragrance collection, featuring a limited-edition range with team-inspired packaging. Furthermore, fans can anticipate immersive fragrance experiences at Mumbai Indians’ home matches through stadium activations and fan zones. Digital engagement will be fostered through social media campaigns, contests, and giveaways, offering prizes such as signed merchandise and match tickets, all accessible via Lattafa Perfumes’ Instagram page.

    Lattafa India aims to become an integral part of the Mumbai Indians’ season, providing players and fans with the scent of champions.

  • Alastair Cook returns to the crease for Easemytrip WCL glory

    Alastair Cook returns to the crease for Easemytrip WCL glory

    MUMBAI: Sir Alastair Cook is dusting off his cricket whites and stepping back onto the pitch, marking a historic return to competitive cricket. The legendary English batsman will join the England Champions squad for the Easemytrip World Championship of Legends (WCL) 2025, set to take place at Edgbaston this July.

    Cook, who retired from international cricket in 2018 as England’s all-time leading Test run-scorer, will reunite with his former teammate and captain Eoin Morgan, who is set to lead the England Champions in the highly anticipated tournament.

    Alastair Cook said, “It is great to be back playing for my country. I am really looking forward to being back on the field with Eoin and the other guys. The EaseMyTrip World Championship of Legends is providing the chance to be back involved with cricket at its best. I can’t wait!”
    Easemytrip WCL founder and CEO Harshit Tomar said, “Having a player of Sir Alastair Cook’s caliber join the Easemytrip World Championship of Legends will be a tremendous boost for the tournament. His legendary status will undoubtedly elevate the competition and bring immense value to the England Champions team.”

    “Sir Cook’s decision to return to cricket through the Easemytrip WCL platform demonstrates the tournament’s growing prestige and appeal to cricket icons worldwide,” Harshit Tomar added.

    England Champions owner Praveen Sharma said, “This is more than just a team announcement, it’s history in motion. With Cook and Morgan at the helm, England Champions is ready to take the Easemytrip WCL by storm.”

    Captain Eoin Morgan welcomed Cook saying, “Having Alastair back is not just about cricket, it’s about camaraderie, history, and creating new memories. We’re not just playing the game, we’re honoring it.”

    Easemytrip chairman and founder and Easemytrip WCL chief patron Nishant Pitti said, “We are thrilled to witness the return of Sir Alastair Cook to international cricket through the Easemytrip World Championship of Legends. His participation, alongside other cricket icons, perfectly aligns with our vision of supporting world-class sporting events that bring joy to millions of fans globally.”

    Cook’s career record speaks for itself, 161 Test matches, 12,472 runs at an average of 45.35, and 33 centuries, securing his place among the game’s greats. His return to competitive cricket is set to be a spectacle, reigniting old rivalries and bringing back the elegance of his batting to the global stage.

    As the Easemytrip World Championship of Legends gears up for its July showdown, Cook’s comeback ensures that this tournament will be more than just a nostalgic trip, it will be a thrilling contest of cricketing giants reliving their glory days.

  • Knight Riders Zidd Ki Nahi Hadd sets season’s tone

    Knight Riders Zidd Ki Nahi Hadd sets season’s tone

    MUMBAI: The Kolkata Knight Riders (KKR), holders of three Tata Indian Premier League (IPL) titles, have revealed their seasonal campaign, Zidd Ki Nahi Hadd.

    The campaign showcases the entire KKR team, including captain Ajinkya Rahane, vice-captain Venkatesh Iyer, Andre Russell, and Sunil Narine. Head coach Chandrakant Pandit and team mentor DJ Bravo also feature, emphasising the Knight Riders’ determined and audacious approach on the cricket field.

    Zidd Ki Nahi Hadd is designed to galvanise both supporters and players, setting the stage for a highly charged season for the defending champions.

    The Kolkata Knight Riders are set to resume their campaign against the Rajasthan Royals at the Barsapara stadium in Guwahati on Wednesday, 26 March.

    The campaign can be viewed via the following link:

     

     

  • The Sleep Co scores big with Mumbai Indians partnership

    The Sleep Co scores big with Mumbai Indians partnership

    MUMBAI: In a knockout collaboration that’s set to change the game, The Sleep Co  (TSC) has been named the Official Comfort Partner for Mumbai Indians’ IPL 2025 campaign, bringing a  nice twist to athletic performance.
    The brand’s latest campaign “Jam ke soyenge, tabhi toh jam ke dhoyenge” (loosely translated: “Sleep hard to play harder”), isn’t just another marketing gimmick.

    A recent survey revealed that 86 per cent of athletes swear by pre-match naps, believing they’re the secret sauce to peak performance. Further, studies suggest that quality sleep plays a vital role in physical and mental well-being and increased cognitive flexibility. 

    Through this association, TSC wants to bring to the fore the role of peaceful sleep in achieving success in everyday life. Sleeping well prior to the night of a big day is what fuels present-moment awareness and confidence, leading to victory and the making of legends. 

    TSC co-founder Priyanka Salot quipped, “Mumbai Indians is one of the favourite teams among cricket fans. Associating with a team that inspires millions with its winning spirit, solidifies our position as a performance-driven comfort brand. For cricketers and athletes who always stay in the canopy of fitness, ultimate recovery starts with resting and sleeping well. Through this campaign, we want to communicate to the people that striking a right balance between effort and recovery leads to assured success.”

    The partnership aims to spotlight the often-overlooked MVP (most valuable player) of athletic prowess: quality shut-eye.

    ” As India’s most beloved sport, cricket serves as the perfect platform to bring people’s attention to the often-overlooked role of quality sleep in life,” said TSC chief marketing officer Ripal Chopda. “Rest and recovery aren’t just important to perform well on a cricket field, they are important for every individual – be it in sports, work or life. We aim to inspire people to take their health seriously and prioritise peaceful sleep which can boost their overall productivity and efficiency.” 

    The brand has launched an exclusive digital film featuring an anthem that’s part battle cry, part lullaby. 

    Steve Priya  chief creative officer Priya Pardiwalla noted: “Most IPL films are all about high energy, high action, and high intensity. But what if fans saw their favourite cricketers in a way they’ve never seen before – fast asleep. Our goal was to carve out a distinct tone and voice, ensuring both the brand and category stood out in the noise, despite the challenges. More importantly, we wanted to remind audiences of a simple yet powerful truth: peaceful sleep has the power to elevate performance, sharpening both what you do and how well you do it.”

    Fans can now splurge on exclusive Mumbai Indians merchandise, from mattresses to ergonomic chairs that’ll make working from home feel like a winning streak.

    Who knew sleep could be the ultimate game-changer? 

    The Sleep Co, that’s who.
     

    Watch the campaign here: 

     

  • Ecolink fans the flames of IPL 2025 with Punjab Kings partnership

    Ecolink fans the flames of IPL 2025 with Punjab Kings partnership

    MUMBAI: With IPL 2025 ready to bowl over fans, lighting brand Ecolink has swung into action by striking a breezy new partnership with Punjab Kings. The brand, known for its efficient lighting solutions and now an emerging player in the fan segment, has been named the official partner of the Kings for the season.

    Announced on 25 March 2025, this electrifying tie-up puts Ecolink’s name on the back of the Punjab Kings’ headgear – caps and helmets alike – and across team promotions, digital activations and matchday madness. Think: head-turning branding, literally.

    The collaboration aligns perfectly with the onset of India’s scorching summer and Ecolink’s timely fan product launches. The brand wants to breeze into millions of homes while the Kings try to blow away their opponents on the pitch. It’s synergy with spin, swing, and smart branding.

    “Cricket is more than a sport in India; it’s a unifying force. We are thrilled to partner with Punjab Kings and connect with millions of passionate fans. This collaboration provides Ecolink with a powerful platform to strengthen our presence in the Indian market. We look forward to supporting the team and creating unforgettable experiences for fans, both on and off the field. Through this partnership, we aim to enrich homes and the cricketing world, demonstrating our shared commitment to excellence,” said Signify greater India – head of marketing, strategy, govt. affairs & CSR, Nikhil Gupta.

    Punjab Kings CEO Satish Menon shared in the excitement, “We are delighted to welcome Ecolink as our official partner for IPL 2025. This partnership reflects our shared pursuit of excellence and innovation, both on and off the field. We are confident that this collaboration will add immense value to the Punjab Kings family, while enhancing the experience for our passionate fans.”

    Ecolink, which operates in over 20 countries, has earned its stripes with durable, high-performance lighting products. Its aim? To be a trusted fixture in Indian homes. Punjab Kings, on the other hand, brings the heat with a retooled squad, now under the leadership of Shreyas Iyer and head coach Ricky Ponting. The team’s power-packed lineup includes Arshdeep Singh, Yuzvendra Chahal, Marcus Stoinis and Glenn Maxwell.

    With two strong brands rallying around innovation and high performance, this partnership is more than just a logo on a cap—it’s a full-blown blitz of sport and strategy.

  • Haier goes hat-trick on JioHotstar, bowls over IPL viewers again

    Haier goes hat-trick on JioHotstar, bowls over IPL viewers again

    MUMBAI: In the world of cricket and consumer durables, Haier is proving it can swing both bats and branding. The global appliance giant has locked in its third consecutive year as the digital streaming partner for Tata IPL 2025 on JioHotstar, hitting another six in its all-out ‘Sport-O-Tainment’ strategy. From spin cycles to spin bowling, Haier seems determined to own both.

    Announced on 25 March 2025, the partnership marks a calculated play to stay in front of young, premium, and sports-obsessed eyeballs. After a successful 2024 IPL season and a high-octane showing at the ICC Men’s Champions Trophy, Haier has returned to the IPL crease with digital dominance in mind.

    “At Haier India, we have consistently invested in major sporting events year after year, and this strategy has played a pivotal role in strengthening our position as a leading brand in the consumer durables space. Our continued partnership with JioHotstar as the digital streaming partner for IPL 2025 reflects our commitment to connecting meaningfully with consumers across the country. Cricket holds a special place in the hearts of millions of Indians, transcending beyond sport to become a cherished part of our culture and celebrations.

    IPL presents an unparalleled platform to engage with young audiences, premium consumers, and Indian households alike. As one of the India’s most celebrated sporting events, IPL, through its coverage on JioHotstar offers a powerful opportunity for us to expand our reach, strengthen brand visibility, and build deeper emotional connections with cricket fans – both regionally, as they passionately support their home teams, and nationwide — further solidifying Haier’s position as an industry leader in innovation and consumer engagement,” said Haier Appliances India president NS Satish.

    Sport may be a passion in India, but it’s also a growing business juggernaut. The country’s sports market is projected to skyrocket from $52 billion to $130 billion by 2030, growing at a solid 14 per cent CAGR, according to Deloitte and Google. Haier, clearly not one to miss a run, has already stitched itself into the game. With IPL 2023 and 2024 under its belt, plus recent partnerships with the ICC Men’s World Cups and tennis grand slams like Wimbledon, US Open, and Roland-Garros, the brand has aced its multi-sport marketing serve.

    In 2024, Haier tapped into record-breaking IPL viewership to push brand salience and forge emotional ties with fans – not bad for a company better known for fridges than fours and sixes. The brand now aims to up the ante in 2025, using this digital innings to stay top-of-mind across Indian homes and hearts.

    A refrigerator brand investing in cover drives? That’s Haier for you – cooling homes while heating up India’s sportainment scoreboard.

  • Polo swings big as ESPN re-ups with GPE and Chris Fowler saddles up

    Polo swings big as ESPN re-ups with GPE and Chris Fowler saddles up

    MUMBAI: When the world of high-stakes horseplay meets polished network sportscasting, you know something’s up. Global Polo Entertainment (GPE), the entertainment arm of USPA Global, has extended its historic relationship with ESPN through 2026, continuing its mission to put polo on prime time and give the sport a much-needed gallop into global relevance.

    In what might just be the classiest team-up since caviar met toast, ESPN will again air top-flight polo events, including the U.S. Open Polo Championship®, the U.S. Open Women’s Polo Championship®, and the Gauntlet of Polo®. These majestic clashes will take place on the U.S. Polo Assn. Stadium Field One. Fans can catch them on ESPN2, ESPNU, ESPNEWS, ESPN.com, and the ESPN App—a regular polo-palooza across platforms.

    To stir the pot further, veteran ESPN broadcaster Chris Fowler has been confirmed to host the 2025 U.S. Open Polo Championship on 20 April. With nearly 30 years under his broadcasting belt, Fowler is no stranger to posh sporting drama. From college football to Grand Slam tennis and the Triple Crown, the man has seen it all—and now, he’s swapping gridirons and clay courts for polo fields.

    “I’ve been a fan of the sport of polo for years, and now I’m excited to be part of the genuine polo experience by hosting the U.S. Open Polo Championship in front of what is expected to be the largest crowd to ever watch the pinnacle of the sport in North America,” said Fowler.

    The expanded ESPN deal builds on the original 2022 agreement that gave polo a long-overdue global push. The partnership has already trotted the sport into millions of households across continents, bringing in fresh fans faster than a thoroughbred out the gate.

    USPA Global president & CEO J. Michael Prince which oversees the multi-billion-dollar U.S. Polo Assn. brand, praised the collaboration, “The addition of Chris Fowler to the U.S. Open Polo Championship broadcast team is a credit to the success of this groundbreaking relationship and serves to further drive the global momentum of the sport around the world.”

    “We believe Chris aligns with the tradition, sophistication, passion, and global reach of our sport!” Prince added.

    But there’s more than just galloping horses and glossy broadcasts. ESPN will also continue airing GPE’s slickly produced 25-minute specials under the award-winning Breakaway: Presented by U.S. Polo Assn. series. Upcoming episodes include Polo in the Palm Beaches, Women in Polo, Polo in College and the royally cheeky Polo in England. These episodes will gallop across international screens via StarSports, beIN Sports, and Times of India.

    USPA chairman Stewart Armstrong echoed the enthusiasm, “The USPA is delighted with the long-term vision of the ESPN relationship and with the recognition polo is receiving from a new fan base around the world by watching polo on ESPN.”

    With the U.S. Open Polo Championship set to be a galloping spectacle, and Fowler at the reins, 2025 might just be the year polo breaks from niche to mainstream. Saddle up, sport fans.

  • WPBL hands Charlotte Whitby-Coles the COO paddle to power season two

    WPBL hands Charlotte Whitby-Coles the COO paddle to power season two

    MUMBAI: Pickleball just served up its biggest move yet, and no, it’s not another spin shot. The World Pickleball League (WPBL), fresh off a roaring inaugural season in Mumbai, has appointed Charlotte Whitby-Coles as its new chief operating officer. And let’s just say, the league isn’t volleying this one lightly.

    On 24 March 2025, WPBL announced Charlotte’s elevation in what it called a strategic move to capitalise on her behind-the-scenes brilliance during season one. She was the silent ace—scouting talent, managing players, and making sure the chaos stayed charming. With 17 years running a tennis and pickleball academy in Panchgani, a background in U18 and collegiate tennis in the UK, and a career that juggles sports, film production, and academia, Charlotte brings a multi-hyphenate punch to the role.

    “Charlotte has brought tremendous value to WPBL, ensuring our first season delivered on its promise of top-tier pickleball action on the court and unmatched entertainment off it. Her career spans multiple fields, including sports and entertainment, with extensive experience in tennis, pickleball, film production, and academia. This unique, holistic perspective makes her the ideal choice to lead WPBL to even greater heights. Women make up 40 per cent of the pickleball community of India and throughout the world and are an integral part of the sport. We are committed to integrating more women into every aspect of pickleball, and having Charlotte taking on leadership role in the WPBL is reflective of how we can achieve this goal and promote the inclusion of women in the sport,” said WPBL co-founder & CEO Gaurav Natekar.

    As COO, Charlotte will now steer strategy, operations, production, and execution as WPBL sets its sights on an even bigger and bolder second season. The league wrapped up its inaugural run from 24 January to 2 February, with international talent gracing the courts and Bengaluru Jawans taking the championship crown.

    Reflecting on her appointment, Charlotte said, “I have known Gaurav and Arati for a long time now and we share a great respect for each other as friends and professionals. I have witnessed at close quarters their impressive ability to execute their vision and ideas successfully, and the grand scale of season one was testament to that. The journey so far has been amazing, so the decision to accept this new role was an easy one. I am truly grateful and honoured for the opportunity and trust bestowed upon me and I look forward to working with Gaurav and Arati and the whole team at WPBL to make season two even bigger and better.”

    With 40 per cent of the global pickleball community made up of women, WPBL’s decision to place Charlotte at the helm isn’t just strategic—it’s symbolic. It’s a clear nod to inclusivity, vision, and a future that rallies more women into leadership, both on and off the court.