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Category: Sports

  • Jiostar fields big brands for Women’s World Cup 2025

    Jiostar fields big brands for Women’s World Cup 2025

    MUMBAI: Cricket isn’t the only thing hitting boundaries this season, brands are too. As the ICC Women’s World Cup 2025 kicks off on 30th September, broadcaster and streaming partner Jiostar has unveiled a sponsorship squad as glittering as the trophy itself.

    From Google’s tech powerhouses: Gemini, Pay, Android and Pixel, to household giant HUL’s Rexona, banking behemoth SBI, and luxury authority IGI, the line-up underscores how women’s cricket has become the big-ticket stage for global and Indian brands alike. More names are set to join the roster in the weeks ahead.

    “We are thrilled to welcome this incredible mix of sponsors,” said JioStar chief revenue officer-sports Anup Govindan. “Each brings unique strengths and a shared vision to elevate women’s cricket worldwide. With these marquee partners, the tournament will inspire millions and open up high-impact engagement opportunities.”

    For IGI, the tie-up is more than branding. “Just as every diamond is shaped under pressure to shine, so too are these exceptional athletes,” said IGI’s global CEO Tehmasp Printer. “This partnership celebrates brilliance, authenticity, and women embracing their true shine on and off the field.”

    Running till 2 November, the World Cup brings together the best of women’s cricket, with India opening its campaign against Sri Lanka. Fans can watch every ball live on Star Sports or stream exclusively on Jiohotstar.

    This festive season, expect not just fours and sixes, but brand fireworks too.

  • ICC women’s cricket gets the full broadcast treatment

    ICC women’s cricket gets the full broadcast treatment

    MUMBAI: The ICC Women’s Cricket World Cup 2025 is getting the full broadcast bells-and-whistles treatment, with every match set for live production on ICC.tv with the  tournament kicking off today on 30 September  across five venues in India and Sri Lanka.

    The production, backed by JioStar as production services partner and NEP supplying kit, is serving up a 30-minute pre-game show, in-depth innings-break analysis and comprehensive post-match wrap-ups—the full monty for cricket fans worldwide.

    ICC.tv, working with JioStar, is producing vertical, mobile-first coverage for select games, catering to the thumb-scrolling generation.

    On the tech front, Hawk-Eye’s Smart Replay system is powering the Decision Review System (DRS) whilst also providing Piero graphics for tactical insights and technical analysis. WTVision is handling scoring graphics, collaborating with Cricviz for deep cricket data and analytics. Quidich Innovation Labs rounds out the team with player tracking services and Field 360°, a dynamic virtual field model that showcases evolving fielding positions in real time.

    The tournament’s commercial clout underscores women’s cricket’s surging popularity. The broadcast is reaching audiences via Star Sports, Disney+ Hotstar, Sky Sports, SuperSport, Willow, Prime Video, CricLife, PTV Sports, Ten Sports, ESPN, Sky NZ, TSM, ATN and TV1—a global footprint that would have been unthinkable a decade ago.

    Emirates, Aramco and DP World have signed on as premier partners, whilst Coca-Cola, Sobha, Rexona and Google have joined as global partners. Royal Stag, FanCraze and Near round out the commercial roster as official supporters, with Cricket4Good backing the tournament’s social responsibility initiatives.

    The tournament marks another step forward in broadcasting women’s cricket with production values matching the men’s game—and sponsors queuing up to be part of it.

  • Coca-cola bowls a green over with Maidaan Saaf at Women’s World Cup

    Coca-cola bowls a green over with Maidaan Saaf at Women’s World Cup

    MUMBAI: Forget sixes and stumpings, this World Cup is also about sweeping. As the ICC Women’s Cricket World Cup 2025 kicks off in India, Coca-cola India, in partnership with the International Cricket Council (ICC), has launched its Maidaan Saaf campaign, turning stadiums into test cases for sustainability between 30 September and 2 November.

    The idea is simple but striking: fold responsible waste management into the very fabric of the fan experience. That means volunteers guiding spectators on segregation, safai saathis and waste workers working shoulder to shoulder with stadium staff, and installations crafted from recycled plastic that double as Instagrammable art. Even the giant national flags unfurled during anthem ceremonies have been stitched from recycled PET bottles (rPET), a reminder that waste can wave as a symbol of pride.

    Coca-cola vice president of public affairs communications and sustainability for India & South West Asia Devyani Rana said, “Cricket connects millions of people, and through Maidaan Saaf we want to ensure these shared moments of joy also leave a positive impact. Our work with ICC and grassroots partners demonstrates that major sporting events can inspire communities to recycle more and waste less, while still delivering an unforgettable fan experience.”

    The ICC is equally invested in making sustainability part of cricket’s playbook. ICC chief commercial officer Anurag Dahiya added, “Cricket has the power to inspire positive change well beyond the boundary. Through this partnership with Coca-cola India, we are embedding sustainability into the ICC Women’s World Cup 2025. Fans will see how simple actions like segregating waste or celebrating recycled creations can make our sport more inclusive and responsible.”

    The campaign builds on Coca-cola India’s earlier innings: at the ICC Men’s World Cup 2023, the company ran one of the largest-ever waste management programmes at a sporting event in India. The Rpet flag from that tournament entered the Limca Book of Records 2025, cementing its place in sustainability’s hall of fame.

    With Maidaan Saaf, Coca-cola India is doubling down on its commitment to circularity. Working with NGOs, recyclers and local authorities, the initiative aims to show that cricket can be more than a spectacle, it can be a platform for greener habits.

    So as fans cheer boundaries and wickets this season, they’ll also be part of a quieter but equally important game: proving that stadiums can be as clean as they are loud.

  • US Open smashes records in India with 877m watch minutes on JioStar

    US Open smashes records in India with 877m watch minutes on JioStar

    MUMBAI: When the ball hit the lines at Flushing Meadows this year, Indian audiences weren’t just watching, they were glued to their screens in record numbers. JioStar Network has revealed that the US Open 2025 clocked a staggering 877 million minutes of watch-time across Linear TV and Digital platforms, marking a watershed moment for tennis in India.

    This year’s edition opened with a twist: a novel mixed doubles format that instantly broadened the tournament’s appeal. On Linear TV alone, the event amassed 388 million minutes of total watch time, the highest ever for the US Open in the BARC era. The Hindi commentary experiment struck gold, drawing in viewers far beyond the sport’s traditional base. In fact, 18 million Indians tuned in, a 96 per cent jump year-on-year setting new records for reach.

    On JioHotstar, the digital stream lit up as fans followed Aryna Sabalenka and Carlos Alcaraz lifting the singles crowns. Together, online audiences clocked 489 million minutes of watch time, a figure that underlines both the pull of tennis and the power of accessible streaming.

    JioStar Sports head of audience engagement and monetization Siddharth Sharma said: “We have a strong belief in the fandom for tennis and the US Open in particular, and our proposition was built around that. The success we achieved across both our linear and digital platforms is a clear sign of the ever-growing passion for tennis in India.”

    The achievement cements JioStar’s positioning as India’s ultimate sporting destination, adding the US Open to a roster that already includes rights to ICC events, India’s men’s and women’s cricket teams, the TATA IPL and WPL, the Premier League, Wimbledon, and the Pro Kabaddi League. With such a calendar, JioStar has created a platform where global and domestic sporting milestones converge for Indian fans.

    The success of the US Open is more than a stat-sheet triumph. It signals tennis breaking through to a wider audience in India, a country where cricket usually reigns unchallenged. With 877 million minutes of passion, it’s clear the sport has found a new gear and JioStar, the perfect stage.

  • Sportel Monaco flexes its muscles as sports media titans prepare to gather

    Sportel Monaco flexes its muscles as sports media titans prepare to gather

    MONACO: The sports media industry’s glitterati are preparing to descend on Monaco’s Grimaldi Forum next month, as Sportel Monaco returns for its flagship annual gathering from 20-22 October. The event, which has become the de facto marketplace for international sports media deals, is already showing signs of its strongest edition in years.

    Exhibition space is nearly sold out, with more than 70 exhibitors confirmed including heavyweight American networks ESPN and NFL, alongside European football powerhouses LaLiga and Bundesliga. Tech disruptors such as Sportradar, WSC Sports and Wurl will rub shoulders with traditional broadcasters in what promises to be a fascinating collision of old and new media.

    The 2025 programme reflects an industry in flux. Conference sessions will dissect how generative artificial intelligence is revolutionising production and fan engagement, while panels explore the streaming wars and new monetisation models that are upending traditional broadcasting. Private equity’s growing appetite for sports assets will also come under the microscope.

    Hollywood’s creeping influence on sports storytelling gets star billing with a panel titled Hollywood hits the paddock: F1 taking storytelling to the next level. The session reflects Formula 1’s remarkable transformation from niche motorsport to global entertainment phenomenon, aided by Netflix’s Drive to Survive series.

    LaLiga president Javier Tebas will deliver the event’s keynote address, while executives from Amazon Web Services, Liverpool FC, World Rugby and the Professional Fighters League are among those offering insights into their strategies.

    Networking remains central to Sportel’s appeal. A new Sports Bar will provide a relaxed environment for deal-making, while the Women’s Lunch returns after its successful debut last year, highlighting female leadership across the industry.

    “This year is already shaping up to be a great success,” said Sportel Monaco executive director Loris Menoni. “The programme is designed to reflect the very latest industry trends.”

    The Monaco gathering’s strength has convinced organisers to expand eastwards once again. Sportel Singapore will return on 24-25 March 2026, following strong Asian demand for the format.

    As traditional media companies grapple with cord-cutting and tech giants muscle into sports rights, Sportel’s marketplace function has never been more crucial. The Monaco edition will reveal whether the industry’s transformation is accelerating—or whether some old certainties still hold.

  • Steelers turn style raiders with Puma in kabaddi’s coolest crossover

    Steelers turn style raiders with Puma in kabaddi’s coolest crossover

    MUMBAI: Kabaddi just got a wardrobe upgrade. The Haryana Steelers, known for rewriting rules on the mat, have stepped into an all-new arena fashion. In a first-of-its-kind collaboration with Puma India, the team’s official kit partner, the Steelers have launched a stylised campaign that reimagines kabaddi stars not just as athletes but as cultural icons of desi cool.

    The campaign takes kabaddi out of the mud pits and into the mainstream, blending the sport’s raw energy with the swagger of Haryanvi rap, hip hop and street style. It’s a bold statement: kabaddi belongs not just in stadiums but also in playlists, conversations and wardrobes.

    Traditionally, kabaddi players have been showcased through a lens of grit, sweat and physicality. This time, the Steelers are seen in a never-before avatar styled like trendsetters who embody aspiration, pride and pop culture. By tapping into subcultures shaping youth identity in North India, the campaign redefines kabaddi athletes as off-field style leaders.

    “This collaboration with Puma is more than just fashion; it’s about breaking stereotypes,” said Haryana Steelers and JSW Sports CEO Divyanshu Singh. “Kabaddi players are not only athletes; they are cultural icons who inspire a generation. With this campaign, we wanted to showcase their journey in a way today’s youth can relate to and look up to. Our aim is to make kabaddi, and the Haryana Steelers, truly aspirational, something that represents pride, ambition and coolness both on and off the mat.”

    Echoing the sentiment, Puma India head of marketing Shreya Sachdev added: “As the leading sports brand in the country, Puma believes that investing in sport beyond cricket is crucial. Kabaddi is already the second-most watched sports league in India, and the Haryana Steelers have consistently proven their mettle. Now, it’s time for their fans to see them as off-field rockstars too.”

    With this HS x Puma India collaboration, the Haryana Steelers are cementing themselves not just as athletes but as a lifestyle statement. By blending fashion, music and sport, they’re spearheading a cultural shift that positions kabaddi as cool, aspirational and deeply rooted in India’s evolving youth identity.

    From mitti ke akhadas to global conversations, the Steelers are proving kabaddi is more than just a game, it’s a movement.
     

  • Phorce Club joins forces with Cheteshwar Pujara to popularise Pickleball in India

    Phorce Club joins forces with Cheteshwar Pujara to popularise Pickleball in India

    MUMBAI: Phorce Club, a pioneering company building the Pickleball ecosystem in India, has appointed former Indian cricket stalwart Cheteshwar Pujara as its brand ambassador.

    As Pickleball rapidly emerges as one of the world’s fastest-growing sports, Phorce Club aims to lead its adoption nationwide. Pujara, known for his focus, discipline, and consistency on the cricket field, embodies the qualities the brand seeks to inspire across households, combining professional grit with everyday fitness.

    Phorce Club operates across the full spectrum of the sport, from designing and manufacturing equipment, to developing accessible Pickleball courts, and organising national tournaments and leagues to foster skill, engagement, and community. The company is led by founders Sujay Jairaj, Premal Shah, and Heman Ajmera, whose combined expertise drives grassroots participation, business foresight, and strategic sustainability.

    Phorce Club, co-founder, Premal Shah, said, “Sport is more than fitness; it is a pathway to resilience, community, and collective growth. Cheteshwar Pujara embodies the Phorce mindset: focus, determination, and strength. With his support, we aim to take Pickleball beyond recreation and inspire every Indian to embrace both physical vitality and mental resilience.”

    “The brand’s philosophy resonates deeply with me, true strength lies in persistence, focus, and collective growth. I’m delighted to be associated with Phorce Club. Together, we want to encourage people across India to push their boundaries and discover the Phorce within,” Pujara added.

    Phorce Club plans to roll out nationwide campaigns, community-building initiatives, motivational content series, and Phorce Clubs in major cities, serving as hubs for fitness, recreation, and networking. Partnerships with schools and NGOs will expand Pickleball access to underprivileged children, reflecting the brand’s belief that sport is both a right and a catalyst for empowerment.

     

  • Cricket body dangles south Asian media rights carrot

    Cricket body dangles south Asian media rights carrot

    LONDON: The International Cricket Council (ICC) has fired the starting gun on a potentially lucrative media rights auction, releasing tender documents for broadcasting deals across Bangladesh, Pakistan and Sri Lanka spanning 2026 to 2028.

    The prize package includes some of cricket’s crown jewels: the ICC Men’s T20 World Cup 2026 in India and Sri Lanka, and the Men’s Cricket World Cup 2027 across South Africa, Zimbabwe and Namibia. Women’s cricket gets equal billing with the T20 World Cup 2026 and the inaugural Women’s T20 Champions Trophy.

    Pakistan emerges as the most complex battleground, with the ICC carving up rights into five separate packages covering both men’s and women’s tournaments. Bangladesh and Sri Lanka each get streamlined single-package deals combining television and digital rights—a nod to the region’s rapidly evolving media consumption habits.

    Broadcasters and streaming platforms eyeing the action must contact iccmediarights2024-2031@icc-cricket.com to access tender documents. The ICC promises more invitation-to-tender releases for additional markets in the coming weeks, suggesting a coordinated global push to maximise revenues.

    The timing reflects cricket’s commercial renaissance, particularly in south Asia where the sport commands religious devotion and advertising premiums. Pakistan’s multi-package approach hints at the ICC’s confidence in extracting maximum value from a market where cricket broadcasts routinely deliver audiences in the tens of millions.

    The tender covers four men’s events and three women’s tournaments, underlining the ICC’s commitment to gender parity in its commercial strategy. For broadcasters, the stakes are clear: miss out now, and watch rivals corner one of sport’s most passionate fanbases until 2028.

  • SBI Life & BCCI drive breast cancer awareness with ‘Thanks-a-dot’

    SBI Life & BCCI drive breast cancer awareness with ‘Thanks-a-dot’

    MUMBAI: SBI Life Insurance, in partnership with the Board of Control for Cricket in India (BCCI), took breast cancer awareness to the international stage with the ‘Thanks-a-dot’ initiative. As part of the campaign, the Indian Women’s cricket team donned distinctive pink jerseys featuring the ‘Thanks-a-dot’ logo during their ODI against Australia, using the unifying power of cricket to amplify the life-saving message of early detection and self-examination.

    Ahead of the match, SBI Life leaders along with actress and breast cancer survivor Mahima Chaudhry presented the specially designed jerseys to team India captain Harmanpreet Kaur and her teammates, symbolising solidarity and commitment to women’s health.

    SBI Life, president & CDO, M. Anand said, “Thanks-a-dot is our heartfelt effort to empower women with awareness that can save lives. Partnering with BCCI and team India allows us to reach millions and inspire timely action on breast health.”

    The initiative was integrated across multiple match touchpoints, from a reimagined dot ball counter tied to breast health kits for underprivileged women, to the pitch mat emblazoned with the TAD logo. Fans were engaged through symbolic gestures that reinforced the need for awareness and proactive self-checks.

    Launched in 2019, ‘Thanks-a-dot’ has continually innovated to spread its message, including the “hug of life” hot water bag with 3D training lumps to encourage regular breast self-examinations.

    By combining cricket’s reach with education, SBI Life’s ‘Thanks-a-dot’ continues to normalize conversations around breast cancer, reminding women that early detection can make all the difference. Staying true to its philosophy “Apne liye, apno ke liye,” the brand reaffirms its commitment to protection, awareness, and hope for families across India.

  • Navi Mumbai to host Maharashtra’s first-ever ‘Formula night street race’

    Navi Mumbai to host Maharashtra’s first-ever ‘Formula night street race’

    MUMBAI: Maharashtra is set to make motorsport history as Navi Mumbai gears up to host the state’s first-ever ‘Formula night street race’ this December, marking the grand finale of the Indian Racing Festival (IRF). The announcement was made in the presence of chief minister Devendra Fadnavis, during the signing of an Mou between Racing Promotions Pvt. Ltd. (RPPL) and Navi Mumbai Municipal Corporation (NMMC).

    For the first time, Navi Mumbai’s streets will transform into a world-class FIA-grade racing circuit. Spanning 3.753 km with 14 turns, the track begins at Palm Beach Road, weaving past scenic stretches of Nerul Lake under floodlights, offering both drivers and fans a thrilling night racing experience.

    The weekend promises double the adrenaline with the Indian Racing League (IRL) and FIA-certified Formula 4 Indian Championship (F4IC). Top Indian and international racers will battle it out, while spectators enjoy motorsport action against the city’s glowing skyline.

    Fadnavis hailed the event as a milestone for Maharashtra’s motorsport journey, highlighting its potential to inspire young talent, boost tourism, and generate jobs. RPPL, chairman & MD, Akhilesh Reddy, emphasised that Mumbai’s debut street race will set a new benchmark for motorsport in India.

    Blending speed, glamour, and entertainment, the festival will feature celebrity team owners including John Abraham, Arjun Kapoor, Sourav Ganguly, Sudeep Kichcha, Naga Chaitanya, and Swetha Sundeep Anand. With previous successful street races in Hyderabad and Chennai, the Navi Mumbai finale cements India’s place on the global motorsport map.

    In December, the roar of engines, the energy of fans, and Navi Mumbai’s skyline will converge for an unforgettable weekend where speed meets spectacle.