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How does Dream11 benefits from IPL sponsorship

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NEW DELHI: Yesterday, the announcement around Fantasy sports platform Dream11 bagging the title sponsorship rights for IPL 2020 made it to news outlet across the world. The fantasy league platform won the right for Rs 222 crore and replaced the Chinese mobile phone brand, Vivo, for a four-and-a-half-month deal. For the record, Vivo this year pulled off the association due to the ongoing Indo-Sino tensions across after the border.

Dream11 has managed to get the sponsorship title at nearly half the price to what Vivo was paying. Vivo signed the title sponsorship rights with BCCI for five years till 2021 at Rs 2,199 core. The Chinese smartphone brand was paying approximately Rs 440 crore per year to BCCI whereas Dream11 has only spent Rs 222 cr.

According to Dream Sports (Dream11) CEO & co-founder Harsh Jain, "The launch of IPL in 2008 gave birth to the idea of Dream11. We would like to thank the BCCI for giving us an opportunity to become the Title Sponsor of IPL, which in our opinion is the world’s greatest sports property. We are happy to continue building our partnership with BCCI & IPL to further promote sports fan engagement in India, and look forward to 10 Crore+ Indians making their Dream11 for every Dream11 IPL match.”

Founded by Jain and Bhavit Sheth, the brand became India’s first gaming unicorn in April 2019. In the last few years, Dream11 has scaled up the brand proposition in the market while creating a niche for itself. The fantasy game app in the last two years has associated with multiple sports platforms like ICC, IPL, and PKL. They have roped in former Indian cricket team captain Mahendra Singh Dhoni, the face of the brand that has helped them garner consumers' attention effectively . The brand has expanded its wings with the launch of Fancode and DreamX.

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Dream11 is already a sponsor to several IPL teams and has grown in leaps and bounds in the recent past.

Lloyd Mathias, Business Strategist, who was closely involved with cricket sponsorship as the executive VP Marketing of PepsiCo defines the deal a great opportunity to cement itself as the clear leader in fantasy and online gaming. "They now establish themselves firmly on consumers' minds ahead of MyTeam11 and My 11circle and Howzat. This is an opportunity to come in as title sponsor at a 50% discount," mentions Mathias.

Top of the Mind Recall

There is no doubt that Dream11 has emerged as the torchbearer of this category in India and has grown in leaps and bounds. From a base of two million users in 2016, fantasy gaming platform has over 90 million users, according to a report by accounting firm KPMG published earlier this year. They have built a strong social media community. Several reports suggest that the brand clocked revenue of Rs 700 cr in FY19.

The association with IPL will generate a massive reach and exposure of the brand not just across India but beyond the borders also.

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Dentsu One president Harjot Singh Narang defines that the BCCI and Dream 11 coming together is the best way to synergise each other’s reach to make IPL this year really come back with a bang and use this to fulfill marketing and monetisation goals in a market with a pent-up demand. 

He further added, "For Dream 11 particularly this is their moment to make it big and target catapulting themselves to a national pastime contender with the fantasy sports world. Dream 11 needed a moment in the spotlight for this jump and have aptly invested behind the country’s passion to power that leap just like great brands like Pepsi, CocaCola, Crick Info, etc. 

Cricket tournaments and IPL, in particular, is the single most visible platform for any brand to gain extensive reach and frequency of exposure with their potential audience in India and Dream 11 will definitely get a solid bang for its buck".

Dream11’s association with sports has grown over the years and it is presently partnering a total of 19 sporting leagues along with 6 Indian Premier League Franchises.

Due to the prevailing Covid2019 situation in India, the IPL is happening this year in UAE whereas other marquee global sporting events like the Olympics and Wimbledon have been pushed to 2021. Participating brands will see a huge jump in TV viewership given the total absence of live sporting entertainment in the market over the past 6 months. 

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Mathias mentions that IPL gives huge awareness and adoption. In a span of 50 days a brand can establish itself in consumer minds across a broad demographic. He adds, “They see cricket as the shortest route to grow exponentially – and outpace their competitors.”

Future Partner

The one thing which is still not clear is whether or not Vivo will be making a comeback next year? However, there are speculations that BCCI will opt for a fresh bid next year. Even if Vivo doesn’t return, BCCI has decided not to go with the same amount as it is comparatively lower. 

Since the title sponsorship, this year has been awarded at half price; will this hurt the brand value of IPL in the long run when it will choose a new sponsor next year? 

Mathias believes that  “as far as the IPL is concerned there is virtually no loss of brand value. The biggest chunk of IPL’s revenues accrues from the STAR TV network who guarantee US $2.55 billion to the BCCI as an official broadcaster – so about US $ 500 million (Rs 3800 cr) a season. The drop in the price of the title sponsorship by half -about Rs 220 cr – is tiny in comparison.”

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It has been widely reported that the educational platform Unacademy and Bjyus were also in the sponsorship race. Unacademy had bid Rs 210 crore while Byju's had bid Rs 125 crore for the same period. Byju’s is the current jersey sponsor of the Indian cricket team. Even Tata Sons too showed interest in bagging the sponsorship rights, but the deal couldn’t take place due to the lower bidding offer. The Indian startup ecosystem is very keen on sports marketing (mainly cricket).

Havas Media Group MD– India Mohit Joshi states that ed-tech is a sunrise sector currently and has a huge untapped potential in India. “Indian start-up ecosystem has always been associated with impact driving properties – whether it was the jackets in publications or the sponsorships of big-ticket programming in yesteryears. This year, IPL association is one of the biggest impact driving opportunities available, and hence it’s but natural that the Indian start-up ecosystem will be keen to associate with it.”

However, there is a section of people who have not taken the news of BCCI & Dream11 association in the positive light because the latter has investments from Tencent Holdings, a Chinese investment firm.

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Netflix India names Rekha Rane director of films and series marketing

Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names

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MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.

Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.

A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.

At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.

Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.

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Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.

Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.

The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.

For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.

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Orient Beverages pops the fizz with steady Q3 gains and rising profits

Kolkata-based beverage maker reports stronger revenues and profits for December quarter.

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MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.

For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.

Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.

On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.

The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.

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Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.

The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.

In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.

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Washington Post CEO exits abruptly after newsroom cuts spark backlash

Leadership change follows layoffs, protests and a bruising battle over trust.

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MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.

Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.

The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”

The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.

Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.

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Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”

Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.

Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.

According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.

While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.

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As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.

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