ITV

Category: Sports

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • Equitas SFB strengthens Its winning partnership with CSK and GT

    Equitas SFB strengthens Its winning partnership with CSK and GT

    MUMBAI: In a move that hits both the financial and cricketing sweet spot, Equitas Small Finance Bank has renewed its partnership with two of the biggest names in Indian T20 cricket Chennai Super Kings (CSK) and Gujarat Titans (GT) as their Official Banking Partner. With this six-year association with CSK and a three-year alliance with GT, Equitas continues to solidify its presence in the sporting arena, standing tall as the ‘bank behind champions’.

    This season, Equitas’ branding will feature on CSK’s lead helmet and GT’s back helmet, ensuring its presence in some of the tournament’s most crucial moments. Just as CSK and GT aim to dominate the pitch, Equitas remains committed to empowering individuals and businesses with its seamless digital banking solutions and financial products.

    “We are thrilled to strengthen our association with two of the most successful T20 League franchises,” expressed Equitas SFB senior vice president & head of marketing, brand & corporate communications Vignesh Murali. “At Equitas, we believe that every individual is a champion in their own right, striving to achieve their dreams. Both teams, hence, resonate deeply with our brand ethos of dedication, resilience, and excellence. Through our ‘Bank Behind Champions’ campaign, we reaffirm our commitment to empower our customers with innovative financial solutions, seamless digital banking experiences, and unwavering support. The campaign would follow an integrated approach by combining outdoor advertisements and conducting localised activities in the respective cities. This would help in driving awareness among our customers towards our CASA and loan products. This  season, as CSK and GT take to the field, we stand proudly behind them and the millions of customers who trust us on their journey toward financial success.”

    The campaign goes beyond branding, combining outdoor advertisements, city-specific fan activations, and cricket-linked initiatives to create deeper engagement. It also aims to drive awareness of Equitas’ CASA (Current Account and Savings Account) and loan products, ensuring that financial champions across India get access to convenient, rewarding banking solutions.

    With a focus on expanding access to digital banking, Equitas SFB is leveraging this partnership to reach millions of cricket enthusiasts, reinforcing its commitment to innovation, financial inclusion, and customer empowerment.

    As the T20 season kicks off, CSK and GT gear up to take the field, and Equitas SFB proudly stands behind them just as it does for the millions of customers striving for financial success.

  • Nothing pads up with RCB for T20 2025 in a game-changing partnership

    Nothing pads up with RCB for T20 2025 in a game-changing partnership

    MUMBAI: London-based technology brand Nothing has stepped onto the cricket pitch, announcing its associate sponsorship with Royal Challengers Bengaluru (RCB) for the highly anticipated T20 Season 2025. Known for its bold design and disruptive approach, Nothing, the fastest-growing smartphone brand of 2024 with a remarkable 577 per cent YoY growth (Counterpoint), is making a big statement in India with this high-impact collaboration.

    With cricket being India’s heartbeat, this partnership is a match made in sporting heaven. Nothing’s logo will be prominently displayed on the lead trousers of RCB’s playing kit strategically placed on the left leg for right-handed batsmen and on the opposite leg for left-handers. This clever positioning ensures maximum visibility throughout the tournament, reflecting Nothing’s commitment to connecting with young, tech-savvy audiences.

    Speaking about the association Nothing co-founder & India president Akis Evangelidis said, “Cricket is the heartbeat of India, bringing millions of people together through a shared passion and unwavering devotion to the game. At Nothing, we embody that same spirit of community and bold ambition, making our partnership with Royal Challengers Bengaluru a natural fit. As we deepen our commitment to India, we’re excited to connect with the country’s most passionate fans and be part of this incredible journey.”

    Royal Challengers Bengaluru COO Rajesh Menon said, “We’re excited to partner with Nothing to bring cutting-edge innovation and expansion to India. This collaboration perfectly aligns with RCB’s commitment to challenge the status quos, and we look forward to elevating the fan journey with Nothing’s forward-thinking approach to connectivity.”

    The T20 2025 season kicks off with a clash between Kolkata Knight Riders and RCB on 22 March  at Eden Gardens, while RCB’s first home match is set for April 2 against Gujarat Titans. With Nothing backing the team, fans can expect an electrifying season both on and off the field.

    Meanwhile, Nothing has also been making waves in the tech world. The brand unveiled its latest Phone (3a) Series at MWC on March 4, 2025, showcasing advanced triple-camera systems, Snapdragon processors, and its signature design innovations. With RCB’s fearless gameplay and Nothing’s disruptive tech, this partnership promises to be one for the record books.
     

  • Ebixcash partners with Royal Challengers Bengaluru to boost brand visibility and fan engagement

    Ebixcash partners with Royal Challengers Bengaluru to boost brand visibility and fan engagement

    MUMBAI: Royal Challengers Bengaluru (RCB) knows a thing or two about thrilling the crowds—be it nail-biting finishes or heart-breaking almost-wins. Now, they’ve got a partner who’s equally adept at cashing in on excitement: Ebixcash. Eraaya Lifespaces Ltd’s dynamic subsidiary Ebixcash just stepped onto the pitch as an official partner for RCB’s 2025 T20 cricket season, aiming to score big in India’s booming financial solutions space.

    Known for its formidable fan base and star-studded lineup, RCB continues to captivate audiences worldwide. Ebixcash couldn’t resist the allure, given cricket’s undisputed status as India’s unofficial religion. The partnership promises extensive brand visibility via stadium branding, digital promotions, and exclusive fan interactions—because nothing screams brand loyalty like cheering fans.

    Ebixcash Ltd-Payment Solutions CEO & MD, T C Guruprasad enthusiastically declared, “We are thrilled to partner with Royal Challengers Bengaluru, a team that embodies excellence, passion, and resilience. This collaboration will allow Ebixcash to deepen its connection with cricket fans while reinforcing our brand’s commitment to innovation and customer-centric solutions.”

    The excitement was mutual, with RCB’s COO Rajesh V Menon, chiming in, “We are excited to partner with Ebixcash, a brand that represents excellence, innovation, and customer-centric solutions extending its bond with cricket fans while further enhancing our commitment to delivering exceptional experiences both on and off the field.”

    With cricket fever set to soar yet again, Ebixcash is strategically positioned to amplify its brand recognition, driving customer engagement and reinforcing its leadership in the financial solutions industry. 

  • JioStar bowls advertisers a golden opportunity with Brand Spotlight during IPL opener

    JioStar bowls advertisers a golden opportunity with Brand Spotlight during IPL opener

    MUMBAI: As cricket-mad Indians prepare to be glued to their screens for the Tata  Indian Premier League (IPL), JioStar is padding up to bowl advertisers a rather tempting delivery. The media behemoth is launching the second innings of Brand Spotlight—a  scheme to showcase select commercials exclusively during the golden first six overs of matches, when viewership hits fever pitch.

    For the first time, this advertising honeypot will extend beyond digital platforms to linear television, allowing deep-pocketed sponsors to splash their wares during the tournament’s opening clash on Star Sports. A veritable who’s who of Indian advertisers—including My11Circle, Campa Energy, GPay, Birla Opus, Poker Baazi, PhonePe, Thums Up, Dream 11, TVS, Asian Paints, MRF, Joy Consumer Products and Carat Lane—have stumped up handsomely for the privilege.

    “The opening match at IPL is a marquee moment in India’s sporting calendar, commanding unmatched audience attention,” said an excited  JioStar chief business officer for sports revenue, SMB and creator Ishan Chatterjee. “Brand Spotlight places brands at the centre of this excitement.”.

    JioStar’s masterstroke includes a dedicated Brand Spotlight content tray on the JioHotstar app, where advertising mavens will explain the creative genius behind their commercials. This behind-the-scenes peek aims to transform mundane adverts into “cultural moments”—corporate-speak for “please don’t skip our ads.”

    Last year’s maiden venture proved quite the crowd-pleaser, with six brands dominating the crucial early overs of the curtain-raiser between Kolkata Knight Riders and Royal Challengers Bangalore. Unlike traditional ad spots, where viewers typically dash to the loo or frantically search for the remote, these commercials enjoyed what JioStar calls “uncluttered and appointment-driven visibility”—a fancy way of saying “you can’t escape them.”

    What JioStar is attempting—with considerable chutzpah—is to create India’s version of America’s famed Super Bowl advertising extravaganza, where commercials often generate more buzz than the sporting action itself.
    By transforming IPL’s opening overs into prime advertising real estate, JioStar is exploiting cricket’s vice-like grip on the national psyche. It’s a textbook case of capitalism meeting cricket fever—a marriage made in commercial heaven.

    Whether viewers will embrace this Super Bowl moment or simply use it as an opportunity to stock up on samosas or kathi rolls  remains to be seen. But one thing is certain: in the battle for eyeballs, JioStar has just hit advertisers for a commercial six.