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Tag: Divyanshu Singh

  • Soorma scores big with new Belgian coach and Argentine game brain

    Soorma scores big with new Belgian coach and Argentine game brain

    MUMBAI: When it comes to hockey, Soorma’s making sure its next move is pure precision with a Belgian mind and an Argentine heart behind the stick. Soorma Hockey Club has appointed Olympian Philippe Goldberg of Belgium as the new head coach of its Men’s Team ahead of the upcoming Hero Hockey India League Season 2, signalling a bold shift in strategy and style. Joining him in the dugout is Argentina’s Olympian Ignacio Ricardo Bergner, who takes on the role of Analytical Coach, bringing with him the flair and data of South American hockey.

    In a well-balanced reshuffle, current coach Jeroen Baart will transition to an advisor role, continuing to lend his tactical vision and technical guidance. The club, owned by JSW Sports, clearly isn’t leaving anything to chance in its quest for the title.

    After finishing third in the league in its debut season, Soorma has managed to retain the core of its high-performing squad while adding new firepower. Jeetpal, a promising young recruit, and seasoned forward Akashdeep Singh, whose attacking instincts have thrilled fans for years, are set to bolster the team’s arsenal.

    JSW Sports CEO Divyanshu Singh said the appointments mark an exciting new chapter: “Philippe’s tactical sharpness and international leadership experience are exactly what this team needs to take the next leap. Ignacio’s analytical insights will make our preparation smarter and our play more consistent. Together with Jeroen’s advisory role, we’ve built a coaching setup that balances creativity with structure.”

    Arjun Halappa, the club’s technical director, echoed the sentiment: “The combination of Philippe’s disciplined European approach and Ignacio’s data-driven analysis aligns beautifully with Soorma’s philosophy structured yet expressive. We’re ready to take our game to the next level.”

    Both Goldberg and Bergner arrive with sterling credentials. Goldberg, a European medallist and former Belgium U21 and senior team coach, was instrumental in shaping Belgium’s meteoric rise in world hockey. Known for building cohesive, attack-minded teams during his tenure with Braxgata Hockey Club, he brings a playbook steeped in precision and discipline.

    Bergner, meanwhile, adds the flair and science of Argentine hockey. An Olympian and former Argentina international, he was part of Belgium’s support team during their 2016 World Cup runner-up and 2017 European Championship campaigns, before coaching Argentina’s senior and women’s national sides (Las Leonas). His mastery of analytics and performance tracking brings a cutting-edge, scientific dimension to Soorma’s preparation.

    Expressing his excitement, Philippe Goldberg said, “Joining Soorma Hockey Club is an exciting opportunity to contribute to India’s evolving hockey landscape. The foundation here is strong my aim is to build a strategic framework that balances discipline, creativity, and sustained performance. Together, we’ll craft a brand of hockey that’s bold, intelligent, and unmistakably Soorma.”

    The team’s leadership for Season 2025–26 now reflects a rare fusion of global hockey philosophies European precision, South American flair, and Indian grit. With Sardar Singh serving as Indian Coach and Mentor and Harmanpreet Singh leading on the field, the club’s coaching lineup promises both experience and innovation.

    Soorma’s full coaching roster reads like a dream team of hockey intellects:

    1. Philippe Goldberg – Men’s head coach

    2. Sardar Singh – Indian coach and mentor

    3. Ignacio Ricardo Bergner – Analytical coach

    4. Arjun Halappa – Technical director

    5. Jeroen Baart – Advisor

    The team will open its 2026 campaign against defending champions Shrachi Rarh Bengal Tigers on 4 January in Chennai, a fixture already tipped as a clash of tactics and temperament.

    If last season was about potential, this one’s about polish. With brains from Belgium, data from Argentina, and heart from India, Soorma’s playbook looks ready to turn precision into poetry and maybe, a championship.

     

  • 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.
     

  • Neeraj Chopra’s ‘ZIDD FOR MORE’ inspires Under Armour’s brand campaign

    Neeraj Chopra’s ‘ZIDD FOR MORE’ inspires Under Armour’s brand campaign

    Mumbai: Under Armour’s campaign is inspired by Neeraj Chopra’s grit, resilience, determination and stubbornness. The ‘ZIDD FOR MORE’ campaign delves deep into the Olympic and World Champion’s ziddi mindset to never give up on his goal of bringing greater glory to the nation.

    The content for this awe-inspiring campaign was created by shooting hours and hours of Chopra’s intense training sessions over several days. The film opens with the line ‘Har Taiyaari Se Badkar Hai Ziddari’, a personal belief that Chopra lives by and demonstrates – battling exhaustion, injuries, and loneliness in foreign lands while relentlessly going about his gruelling regimen.

    “We are proud of our long partnership with Neeraj, one of India’s greatest athletes and an icon of today’s generation, who embodies the brand’s core values: grit, resilience, and determination. Through this campaign we endeavour to inspire all athletes and strengthen Under Armour’s position as India’s most loved athletic performance brand,” said Underdog Athletics’s MD and Under Armour exclusive India distributor and licensee Tushar Goculdas.

    “It’s great to have Under Armour supporting me, not just with the high-performance gear that enhances my performance during my training and competition, but also in sharing my journey to inspire the next generation of Indian athletes. This campaign resonates deeply with me because it carries a message I firmly believe in: stay focused, work hard, and pursue your dreams relentlessly,” said Neeraj Chopra.

    Neeraj is the first Asian to win Olympic Gold and a World Championship title in the Men’s Javelin Throw event, and one of only two Indians to win an individual Olympic gold. The 26 year old is one of the most consistent athletes in the world, achieving a podium finish in his last 26 competitive event since 2018.

    “We’re excited to see Under Armour’s ZIDD FOR MORE campaign come to life with Neeraj, our marquee athlete and Under Armour’s first Brand Ambassador in India. Neeraj has significantly inspired the next generation of Indian athletes and contributed to the growth of athletics in India. His success has unlocked the marketing potential of Olympic sports in the country. At JSW Sports, we see our talent roster elevating Indian sports and sponsorships, and campaigns like this from Under Armour play a crucial role in achieving that,” said JSW Sports COO Divyanshu Singh. JSW Sports has exclusively managed Neeraj since 2017.

    Under Armour’s ZIDD FOR MORE campaign not only celebrates Chopra’s journey but also encourages the entire nation to participate by sharing their own stories of perseverance using the hashtag #ZIDDFORMORE. This collective narrative of determination aims to create a community of inspiration, motivating individuals to push beyond their limits and achieve their personal best.

  • NODWIN Gaming and JSW Sports forge pioneering partnership to elevate Indian esports

    NODWIN Gaming and JSW Sports forge pioneering partnership to elevate Indian esports

    Mumbai- The world’s leading emerging markets gaming and esports media company, NODWIN Gaming (NODWIN), is announcing a strategic partnership with JSW Sports, India’s largest sports promoter and pure play sports management enterprise, to monetise and market it’s gaming, esports and cultural intellectual properties (IPs). This transformative collaboration is set to redefine and empower the rapidly evolving esports ecosystem within the country.

    This partnership further solidifies NODWIN’s strategic focus as a sports media company. With esports and sports having very large audiences and media overlaps in India, this association brings together NODWIN Gaming’s unparalleled expertise in esports operations and esports content creation, complemented by JSW’s extensive experience and footprint across sports, especially their commercial vertical which has established itself as one of the best in the country working with more than 150 clients on sports marketing.

    The combined strengths of the two industry leaders are also focused on launching new esports-focused Intellectual Properties in India, educating the market and important stakeholders along creating the right partnership platforms for brands and advertisers.

    NODWIN Gaming’s esports IPs are celebrated for their unique appeal, offering a diverse and dynamic range of content to suit the entertainment needs of the community. This collaboration also aims to showcase rich and engaging storytelling within the esports domain, catering to the ever-evolving interests of the gaming community.

    Commenting on this strategic partnership, NODWIN Gaming managing director & co-founder Akshat Rathee said, “We at NODWIN Gaming are thrilled to announce our partnership with JSW Sports, a momentous milestone in the esports ecosystem. NODWIN Gaming’s technical know-how and leadership in the esports and gaming domain, combined with JSW Sports’ commercial expertise, positions us to unlock unprecedented opportunities in the distribution and monetization of esports content. Our shared goal is not only to empower the esports ecosystem but also to establish new benchmarks for the future. While there’s much work ahead, the excitement and possibilities are boundless!”

    Speaking on the partnership, JSW Sports COO Divyanshu Singh said, “India has one of the largest esports viewing audiences in the world, estimated at roughly 150 million viewers. That number swells up to 290 million when you combine it with both, esports playing titles and fans. Talking more numbers, In 2024, the revenue in the esports market is forecasted to reach US$124.8m, and that number will only grow exponentially in the years to come. In JSW Sports and NODWIN, we see two market leaders with the kind of synergies to capitalize on these trends, and change the game when it comes to distributing and monetizing esports content.”

    The strategy spans sponsorship, media rights, activation, and influencers, creating a comprehensive framework to maximize the value of gaming and esports content. 

  • NueGo becomes Haryana Steelers Kabaddi team’s official sponsor

    NueGo becomes Haryana Steelers Kabaddi team’s official sponsor

    Mumbai: GreenCell Mobility’s NueGo, a premier intercity electric AC bus service, is delighted to announce its latest collaboration as associate partner with the Haryana Steelers, India’s leading men’s professional kabaddi team.

    NueGo’s partnership with the Haryana Steelers extends the company’s commitment to creating awareness of sustainable mass mobility, while actively engaging with sports enthusiasts throughout the country. NueGo hopes to intensify the excitement around kabaddi, a sport profoundly rooted in India’s cultural legacy, by extending its sponsorship to Haryana Steelers team for the rest of the season.

    GreenCell Mobility CEO & MD Devndra Chawla said, “As we kick off this exciting partnership with Haryana Steelers, we’re thrilled to back this powerhouse of a kabbadi team. Joining forces with the Haryana Steelers underscores NueGo’s drive to revolutionise intercity travel while associating with grassroot sports initiatives, to make the right impact on our up-coming generations. Our commitment to forging a greener, more interconnected future for all remains steadfast as we navigate forward through strategic partnerships and innovative solutions.”

    “We’re really excited to be partnering with NueGo, who are committed to greener, cleaner inter-city travel. Our teams across JSW Sports have continually looked to foster a culture of sustainability, and this partnership is one that aligns with our vision to promote eco-friendly means of travel. We’re looking forward to all that this association has in store,” said JSW Sports COO Divyanshu Singh.

    With this association, NueGo proudly joins the three main Indian sports leagues: cricket, football, and kabaddi. Aside from its partnership with the Haryana Steelers (Kabaddi), NueGo is also a proud partner with Delhi Capitals (Cricket), Chennaiyin FC (Football). This extensive involvement demonstrates NueGo’s persistent commitment to promoting sustainable practices while also cultivating a culture of sportsmanship and community engagement.

  • Haryana Steelers unveils anthem with renowned singer KD Desirock

    Haryana Steelers unveils anthem with renowned singer KD Desirock

    Mumbai: Haryana Steelers, the professional kabaddi team owned by JSW Sports in the Pro Kabaddi League, announced the launch of their vibrant and pulsating anthem ‘Non-Stop Haryanvi’, a collaborative creation with renowned singer KD Desirock. Embodying the fervour, colour and energy of the state, this anthem aims to rally fans and encapsulate the spirit of the Haryana Steelers.

    Within just a week of its release the video has garnered over 400k views on YouTube, and has touched 2M views on social media platform, Instagram. The teaser to the track had garnered over a million plays, even before the launch of the video and was listed as a trending audio track by the platform. Over 500 reels and remixes have been created by fans – using the track on both Instagram Reels and YouTube Shorts

    Expressing his excitement about the collaboration, KD Desirock stated, “The collaboration with Haryana Steelers began when the team approached me for a joint project. I was excited about the opportunity to create a unique track that captured the essence of Haryana Steelers, the sport and the state.”

    Focused on portraying the team’s vibrant energy, the singer further added, “When working on the track and video, I focused on bringing out the dynamic spirit of Haryana Steelers. The goal was to create more than just a song – a narrative that connects with the team’s identity, infusing energy and motivation for a strong bond with the local fans and audience.”

    The initial feedback on the collaboration has been overwhelmingly positive, prompting anticipation for more detailed reviews. “I am genuinely pleased with how the collaboration turned out. While awaiting more detailed reviews, the immediate feedback has been very positive” mentioned KD Desirock.

    Adding his perspective on the launch of the anthem, JSW Sports COO Divyanshu Singh commented, “As Haryana Steelers, we see ourselves not merely as a franchise, but as a team deeply committed to connecting with the local community of Haryana. Music, much like sports, transcends demographics and unites people. This anthem is our humble attempt to bridge that connection and bring people together to engage more closely with our team as we represent Haryana at the PKL.”

    Speaking about the association Vinay Tewatia said, “The response to the song has been exceptional as it marks the first-ever dedicated anthem for the Haryana Steelers. Its debut resonated with everyone in the team as well. I feel this will make a significant impact, not only within the team but also beyond that with our fans, as a true celebration of our vibrant Haryanvi culture. I’m convinced that the people of Haryana will embrace it as passionately as we have.”

    This anthem release further solidifies Haryana Steelers’ commitment to engaging with their fan base on a deeper level, fostering a sense of belonging and unity through the universal language of music.

  • JSW Group elevates Divyanshu Singh as JSW Sports’ COO

    JSW Group elevates Divyanshu Singh as JSW Sports’ COO

    Mumbai: The $23 billion JSW Group has elevated Divyanshu Singh as chief operating officer of JSW Sports. This is part of JSW Group’s strategic direction to create a strong leadership bench by providing growth opportunities to high-performing employees.

    Divyanshu, a former professional tennis player comes with a decade of experience across sports sponsorships and marketing, talent management, new business development, and specializing in unlocking commercial value in sport.

    In 2014, he completed his MBA in Marketing and Strategy from ISB – India’s top-ranked B- School as per Financial Times. He then secured a scholarship to study Sports Management at Leipzig University in Germany in 2016-17 where he gained a global perspective and learned best practices in sports governance.

    Prior to joining JSW Sports in 2017 to set up the sales and marketing function at India’s largest pure-play sports management company, he had worked at IMG Reliance and Cornerstone Sport & Entertainment.

    JSW Sports founder Parth Jindal said, “Divyanshu’s elevation is in line with our Group’s strategy to scale-up high high-performing employees to enable them to contribute to business strategies at scale. Our Sports business is at a pivotal point as we continue to scale up our sports investments in Indian and international leagues and focus on new business avenues including talent management, consulting, licensing, and merchandise. I am confident that Divyanshu’s extensive experience and understanding of the Sports avenues will enable us to scale new horizons.”

    JSW Sports – the sports business of JSW Group has always had a holistic approach to athlete development as well as ensuring their commercial success in a rich and diverse ecosystem.  Along with fostering a culture of excellence and nurturing talent, JSW Sports also believes in contributing to the overall growth of sports in the country. The last few years has been a phase of immense growth from franchise ownership in multiple leagues to running India’s largest Olympic Sports Development Program.

    On his new responsibility, Singh said, “As I continue my journey at JSW Sports, I am really excited to be leading an organisation which has made such a massive impact on professionalising and developing Indian sport, which is currently at an inflexion point.. I am grateful to be working under such vision and leadership along with a team whose singular mission is to realise the sporting potential of India from both from a development and commercial lens.