ITV

Category: Sports

  • SSEN bids for FIFA World Cup 2026 and 2030, pledges free streaming for fans

    SSEN bids for FIFA World Cup 2026 and 2030, pledges free streaming for fans

    MUMBAI: Shrachi Sports Entertainment Network (SSEN), a dedicated sports OTT platform, has placed a bid for the broadcasting rights of the FIFA World Cup 2026 and 2030, valued at roughly 2 million dollars (Rs 18-20 crore). If successful, SSEN intends to stream both tournaments entirely free to viewers in India, Bangladesh, Sri Lanka, Bhutan, Nepal and the Maldives.

    The bid signals a shift in sports broadcasting strategy, prioritising accessibility over subscription revenue. “This is more than a business move. It is a commitment to inclusivity and reshaping football consumption in the region. By offering the FIFA World Cup free to fans, we are democratising access and laying the foundation for a long-term legacy,” said SSEN chairman Tamal Ghosal.

    SSEN already streams marquee events including the Calcutta Football League and the I-League, and is the first Indian platform to cover the Women’s Bundesliga and the German Handball Bundesliga. The network’s move positions India as an emerging hub in the global football narrative while placing fan access at the centre of its strategy.

  • Ram Charan takes aim as brand face of Archery Premier League debut

    Ram Charan takes aim as brand face of Archery Premier League debut

    MUMBAI: When archery meets star power, the bullseye is bound to shine brighter. The Archery Association of India (AAI) has roped in actor and global icon Ram Charan as the brand ambassador for the first-ever Archery Premier League (APL), which will debut from 2–12 October 2025 at the Yamuna Sports Complex, New Delhi.

    The APL is a franchise-based spectacle set to feature six teams, bringing together 36 of India’s finest archers alongside 12 international sharpshooters including athletes from the world’s top 10 rankings. In a global first, recurve and compound archers will compete together under floodlights, promising a gripping format designed to dazzle fans and elevate the sport’s international profile.

    For Ram Charan, the association is more than symbolic: “Archery stands for discipline, focus, and resilience values I resonate with. The APL provides Indian archers a world-class platform while drawing global attention to the sport. I’m proud to support this pioneering initiative.”

    AAI President Arjun Munda called the league the realisation of a long-cherished dream: “The APL will create opportunities for young talent across India’s villages and take the sport to the next level. With Ram Charan on board, we believe archery will inspire countless new fans.”

    AAI Secretary General Virendra Sachdeva underlined the league’s transformative vision: “Much like leagues in cricket or kabaddi, the APL brings professional standards, visibility, and global competitiveness to Indian archery. It’s not just a league, it’s a stepping stone towards India’s Olympic dream.”

    Backed by World Archery, World Archery Asia, and India’s Sports Ministry, the league promises to be a landmark moment for Indian sport. With archers locked, stars aligned, and the countdown ticking, Delhi is set for ten days of precision, passion, and plenty of bullseyes.

  • Apollo Tyres takes the front of India’s shirt in record guesstimated Rs 579 crore deal

    Apollo Tyres takes the front of India’s shirt in record guesstimated Rs 579 crore deal

    MUMBAI: Apollo Tyres has replaced Dream11 as the lead sponsor of India’s men’s and women’s cricket teams in a three-year pact guesstimated to be worth Rs 579 crore, the richest jersey deal in the sport’s history.

    Media reports state that the Gurugram-based company will pay the Board of Control for Cricket in India (BCCI
    ) Rs 4.5 crore for each bilateral match and Rs 1.71 crore for ICC fixtures,  covering 121 bilateral games and 20 global tournaments through March 2028. Dream11 had reportedly been paying Rs 4 crore per bilateral game.

    The switch follows the government’s ban on real-money gaming platforms under the Promotion and Regulation of Online Gaming Act 2025, which ended Dream11’s contract and left the team without a shirt sponsor during the Asia Cup in Dubai.

    BCCI secretary Devajit Saikia called the deal “a partnership between two institutions that have earned the trust and respect of millions.” Vice-president Rajeev Shukla said the intense bidding—from Canva, JK Cement and other suitors—proved the “strong market confidence in Team India’s global brand.”

    Vinit Karnik from WPP Media had this to say on Linkedin: “Apollo Tyres stepping in as Team India’s lead sponsor marks more than a sponsorship—it underscores commitment to excellence on a global platform. Cricket is India’s cultural heartbeat, and this partnership reflects vision, scale, and legacy. At WPP Media, we are proud to stand alongside Apollo Tyres in this defining journey.”

    The Apollo logo will now feature on all formats of Indian cricket, giving the tyre maker unprecedented global visibility and underlining cricket’s unmatched commercial clout.

  • RR Kabel serves up power as title sponsor of Prime Volleyball League

    RR Kabel serves up power as title sponsor of Prime Volleyball League

    MUMBAI: Talk about an electrifying partnership RR Kabel has spiked into the spotlight as the Title Sponsor of the Prime Volleyball League powered by Scapia, just in time for its fourth edition. The announcement was made in Mumbai, where RR Kabel’s leadership sealed the deal alongside league organisers, unveiling the official match ball with plenty of flair.

    The tournament, set to begin 2 October 2025 in Hyderabad, will see 10 teams including debutants Goa Guardians battle it out across 38 matches and 21 action-packed days. The defending champions, Calicut Heroes, will face off against hosts Hyderabad Black Hawks in the opening clash. The stakes climb as the top four sides advance to the semi-finals on 24 October, with the grand finale scheduled for 26 October. Fans can catch all the high-energy action live on Sony Sports Network and the league’s Youtube channel.

    For RR Kabel, one of India’s leading wire and cable manufacturers, the tie-up is more than just branding, it’s about plugging into the spirit of sport. “Volleyball embodies energy, teamwork, and resilience values that resonate strongly with our brand,” said RR Global director Kirti Kabra calling the partnership “historic”. RR Kabel CMO Shishir Sharma added that the title sponsorship is a “commitment to fuelling India’s youthful, forward-looking spirit” through sport.

    The league itself has been steadily growing in scale and appeal. Baseline Ventures MD & co-founder Tuhin Mishra hailed the deal as proof of volleyball’s rising commercial traction. With RR Kabel on board, he believes Season 4 will deliver bigger visibility, more opportunities for players, and an expanding fan base across the country.

    From double-headers to do-or-die finals, the RR Kabel Prime Volleyball League is gearing up to be India’s most electrifying sporting festival this October, a season where the game, quite literally, runs on power.

  • L&T Finance bowls a yorker with Jasprit Bumrah in new TVC

    L&T Finance bowls a yorker with Jasprit Bumrah in new TVC

    MUMBAI: Talk about delivering at pace! L&T Finance Ltd. (LTF) has just dropped a high-octane TV commercial titled ‘Just Zoom Two-wheeler Loans,’ and it’s got more zip than a Jasprit Bumrah bouncer. With the speedster himself front and centre, the campaign cheekily pitches LTF’s loan process as being just as fast and precise as Bumrah’s bowling.

    Launched to coincide with the cricket frenzy of the Asia Cup 2025, where LTF is the associate sponsor on the Sony TV broadcast network, the ad is set in a swanky two-wheeler showroom. The moment of magic? As a hesitant customer wonders about the speed of loan approvals, a TV in the background shows Bumrah charging in. In perfect sync with his iconic run-up and wicket-taking delivery, the loan is approved in real time: documents uploaded, processed, and done.

    The spot cleverly underlines the brand’s tagline ‘Bumrah ki speed par’, marrying cricket fever with financial speed, thanks to LTF’s proprietary AIML-powered credit engine, ‘Project Cyclops’. This tech marvel whirs behind the scenes, assessing credit worthiness instantly and delivering approvals with, well, Bumrah-esque precision.

    “We wanted the film to be as sharp and direct as a Bumrah yorker,” said LTF, chief marketing officer, Kavita Jagtiani. “From instant approvals to AI-powered personalisation, the campaign captures everything we stand for: speed, precision, and simplicity.”

    But this isn’t just a TV play. LTF is rolling out a full-throttle integrated marketing campaign across 13 cities, including hoardings, metro branding, airport takeovers, inflight magazine placements, and even a WhatsApp bot to help you finance your dream bike with a few taps.

    And there’s more for cricket buffs – an AI-powered ‘Bowl like Bumrah’ contest invites fans to mimic the pacer’s style and speed for a chance to win exciting prizes, including Bumrah-signed gloves. The digital buzz is further amped up through an influencer campaign and a social media blitz.

    Viewers can catch the TVC on Sony Sports (in English, Hindi, Tamil, and Malayalam), as well as Sony Pix, Sony Max, Sony Wah, and their HD variants.

  • Birla Tyres hits the road to glory as Asia Cup 2025 tyre partner

    Birla Tyres hits the road to glory as Asia Cup 2025 tyre partner

    MUMBAI: When cricket fever meets the open road, you know it’s a match made in motion. Birla Tyres, one of India’s most trusted tyre brands, has been named the official tyre partner of the DP World Asia Cup 2025, and it’s marking the milestone with a spirited new campaign film, Rolling with Champions.

    The campaign celebrates the shared DNA of cricket and tyres strength, resilience, and the ability to go the distance. In the film, the grit of cricketers collides with the durability of tyres, underlined by the message “where strength meets passion”. It’s a visual ode to how champions, on the pitch or on the highway, keep rolling forward with determination and trust.

    Birla Tyres business head Somesh Satnalika captured the sentiment: “Cricket is more than a sport, it is an emotion that unites millions. The Asia Cup is where this passion shines brightest, and with ‘Rolling with Champions,’ Birla Tyres is proud to be part of that journey. This partnership is our way of celebrating the spirit of champions on the pitch and on every road.”

    The DP World Asia Cup 2025 promises high-octane clashes, including the much-awaited India-Pakistan encounter on 14 September, followed by India vs Oman on 19 September, the Super Four from 20–26 September, and the grand finale on 28 September. With audiences across Asia tuned in, Birla Tyres’ association positions the brand firmly in the slipstream of cricket’s unifying energy.

    Known for its legacy of performance-driven tyres built on strength, reliability, and trust, Birla is leveraging the Asia Cup partnership to reinforce its connect with millions of fans across geographies. Much like the game itself, the tyres are designed to endure, inspire confidence, and keep the journey rolling.

    With this partnership, Birla Tyres isn’t just riding along, it’s driving home the message that true champions never stop moving.

  • Sponsors hit it out of the park at DP World Asia Cup 2025

    Sponsors hit it out of the park at DP World Asia Cup 2025

    MUMBAI: The Asian Cricket Council (ACC) has unveiled a formidable line-up of sponsors for this year’s tournament, led by title sponsor DP World. Joining the roster are Wonder Cement, Spinny, Hero MotoCorp, Beyond Developments, Haier, Vimal Elaichi, Ozone Locks, Hero FinCorp, Havells, and Groww. The partnerships have been brokered by TCM Sports, the sports marketing firm with a three-decade legacy of landmark cricket alliances.

    The men’s Asia Cup, running from 9 to 28 September, will see eight nations battle it out in the high-octane T20 format. With packed stadiums, fierce rivalries and a broadcast reach expected to run into hundreds of millions, the tournament promises one of its most competitive editions yet.

    ACC President Mohsin Naqvi said, “The DP World Asia Cup is the heartbeat of cricket in Asia. It’s a stage where champions rise, rivalries ignite, and fans unite. We are delighted to have a dynamic mix of sponsors across categories and welcome them all as partners.” [sic]

    TCM Sports, md, Lokesh Sharma added, “Participation of globally renowned sponsors is an acknowledgment of the stature of the Asia Cup. Beginning with this edition, we are placing more emphasis on fan engagement and grassroots development.”
     

  • Cricket goes widescreen as PVR Inox brings Asia Cup 2025 to cinemas

    Cricket goes widescreen as PVR Inox brings Asia Cup 2025 to cinemas

    MUMBAI: Popcorn, plush seats, and a sixer on the big screen PVR Inox is giving cricket a cinematic twist. The country’s largest multiplex chain has teamed up with ITW Universe and the Asian Cricket Council (ACC) to beam the Asia Cup 2025 India fixtures live across more than 200 cinema screens nationwide.

    The first blockbuster is, of course, the India–Pakistan clash on 14 September 2025, followed by India vs Oman on 19 September, the Super Four matches from 20–26 September, and the grand finale on 28 September. Tickets for the screenings go live on 11 September, with fans promised an atmosphere as electrifying as a stadium, only with better acoustics.

    “We are thrilled to bring cricket’s biggest rivalry to the silver screen,” said PVR Inox lead specialist for innovation, film marketing & digital programming Aamer Bijli. “Cricket in India is more than a sport, it’s an emotion. By showcasing these highly anticipated matches on the big screen, we aim to create a community viewing experience like no other.”

    For ITW Universe, the collaboration is about turning fandom into a shared spectacle. “The Asia Cup is the pinnacle of Asian cricketing rivalry. Watching it in cinemas is larger than life and deeply immersive,” noted ITW Universe co-founder Bhairav Shanth crediting the ACC for awarding public screening rights.

    The ACC too sees this as a leap in accessibility. “Bringing live matches into nationwide cinemas reflects our commitment to making cricket more inclusive,” said ACC GM for finance and ops Thusith Perera.

    This move is part of PVR Inox’s alternate content strategy, which has already seen screenings of live concerts, cultural events, and gaming tournaments. With cricket now joining the line-up, the multiplex chain is firmly positioning cinemas as community hubs, not just movie halls.

    So whether you’re after cover drives or cover songs in between overs, PVR Inox is betting that this season, the Asia Cup will be as much about the big screen as the big game.
     

  • Irdeto tightens the screws on sports pirates with high-frequency key rotation

    Irdeto tightens the screws on sports pirates with high-frequency key rotation

    AMSTERDAM:  Live sport is the crown jewel of streaming — and the favourite target of pirates. The digital-security specialist Irdeto has launched a new feature for its cloud-based multi-DRM platform, Irdeto Control, designed to make life harder for stream hijackers and easier for broadcasters under pressure from rights holders.

    The enhancement centres on high-frequency key rotation: a technique that shrinks the exposure window for encryption keys, forcing frequent re-authentication. Each cycle destabilises pirate streams by disrupting the stolen keys they rely on, making common tricks such as key extraction and CDN leeching far less effective. The result, says Irdeto, is the gradual degradation of illegal feeds — a frustrating user experience that pushes fans back towards legitimate platforms.

    Irdeto Control already delivers more than 15 billion DRM transactions monthly, protecting content for over 200m users. It supports Widevine, FairPlay and PlayReady, while layering on piracy countermeasures such as concurrency management, vulnerable-device blocking, emulator detection and geo/VPN enforcement. The new key-rotation capability slots into existing multi-DRM workflows without requiring changes to players or packagers — a crucial point for operators wary of integration headaches.

    “Piracy in live sports continues to evolve rapidly, and rights holders are demanding tougher security standards that don’t hinder operational efficiency,” said  Irdeto chief operating officer for video entertainment Andrew Bunten. “This is a major step forward in protecting the value of live content.”

    The economics of piracy are sobering: for broadcasters, unauthorised streaming of premium leagues erodes subscription revenues; for rights holders, it undermines billion-dollar licensing deals. Regulators, too, have begun pressing platforms to prove they can safeguard live streams against theft.

    Irdeto, which has long positioned itself at the intersection of video platforms and security, hopes its latest upgrade will strengthen its pitch to both camps. By degrading pirate feeds rather than merely chasing them offline, it aims to tilt the balance in favour of legal distribution.

    The announcement comes ahead of IBC 2025 in Amsterdam, where Irdeto will showcase its full suite of video-protection tools. In a marketplace where streaming platforms compete as much on content security as on user experience, the company is betting that tougher defences can help keep live sport the revenue engine it has always been.

  • Birla Tyres hits the road to Asia Cup 2025 as official tyre partner

    Birla Tyres hits the road to Asia Cup 2025 as official tyre partner

    MUMBAI: From tread to triumph, Birla Tyres is gearing up for one of cricket’s grandest stages, the DP World Asia Cup 2025. The company has signed on as the tournament’s official tyre partner, rolling its brand into the spotlight as eight nations chase glory from 9 to 28 September 2025.

    The Asia Cup, played in the T20 International format this year, will feature cricketing powerhouses including India, Pakistan, Sri Lanka, Afghanistan, Bangladesh, Oman, Hong Kong, and hosts UAE. For Birla Tyres, the association is more than branding, it’s about matching cricket’s qualities of performance, endurance, and reliability with the company’s long-standing values.

    “This is a proud moment for all of us at Birla Tyres. Cricket is more than a sport; it is an emotion that unites millions,” said Himadri Speciality Chemical Ltd CMD & CEO Anurag Choudhary. Echoing the sentiment, Dalmia Bharat Refractories Limited whole time director & CEO Dr. Chandra Narain Maheswari added: “Through this partnership, we look forward to deepening our bond with cricket fans across the globe while highlighting our brand’s values of resilience, trust, and performance.”

    For over decades, Birla Tyres has been synonymous with durability, innovation, and trust across categories, from passenger vehicles to heavy-duty transport. Its strong domestic presence and expanding global footprint make this collaboration a natural step in its journey.

    As the 17th edition of the Asia Cup gets underway, this tie-up not only gives Birla Tyres unmatched visibility across stadiums and broadcasts but also cements its positioning as a partner in mobility, progress, and growth. For millions of cricket fans, the roar of the crowd will now echo with the hum of tyres built to last.