Beyond the boundary Sportz Interactive and Wordswork join forces

MUMBAI: Indian sport has learned how to fill stadiums. The harder task now is building brands that last long after the final whistle. Against that backdrop, Sportz Interactive and Wordswork have announced a strategic alliance aimed at helping sports organisations move beyond matchday moments to create sustained, high-value brand equity. The partnership brings together Sportz Interactive’s technology-led fan engagement and content expertise with WordsWork’s strength in narrative building and media relations.

The timing reflects a shift in the industry. With Indian sport maturing rapidly, rights holders, leagues and franchises are under pressure to think beyond on-field performance. Fan engagement, digital depth and public perception are increasingly tied to commercial success, making fragmented digital and PR strategies less effective than they once were.

Sportz Interactive brings 23 years of experience and a client roster spanning 150-plus sports properties, including marquee associations with the Board of Control for Cricket in India, Indian Premier League, Women’s Premier League, Pro Kabaddi League and seven of the ten IPL franchises. WordsWork adds 18 years of experience, having worked with more than 100 sports organisations across India and overseas.

Together, the alliance positions itself as a unified brand engine, aligning technology, content and communications so that every fan touchpoint, from an app notification to a media headline, reinforces a single, coherent identity. The objective is not just visibility, but loyalty, consistency and global reach.

Explaining the rationale, Sportz Interactive senior vice president Chintan Shah said sports organisations are no longer looking for vendors, but partners who understand long-term brand building. He noted that combining digital platforms with strategic storytelling gives clients a more cohesive way to engage fans and monetise their digital assets.

From the communications side, Wordswork founder Neha Mathur Rastogi said the industry has reached a point where integrated solutions deliver the most impact. She added that the partnership formalises a shared ethos developed over years of collaboration, with a focus on building deeper fan connections and clearer brand voices.

The combined offering is pitched as a one-stop solution for sports entities at different stages of growth, whether launching a new league, refreshing a team’s identity or driving digital subscriptions. As Indian sport becomes more competitive off the field as well as on it, the alliance signals a broader truth: in today’s game, winning hearts can be as important as winning matches.