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Tag: JSW Sports

  • 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.
     

  • Brands queue up for Neeraj Chopra Classic as javelin goes prime time in India

    Brands queue up for Neeraj Chopra Classic as javelin goes prime time in India

    MUMBAI: India’s golden boy of athletics is attracting more than just medals. The inaugural ‘Neeraj Chopra Classic’—India’s first global javelin competition—is drawing serious brand muscle ahead of its 5 July debut at Bengaluru’s Sree Kanteerava Stadium.

    The event is headlined by Bharat Petroleum Corporation Ltd (BPCL) and backed by a power-packed sponsor roster that includes Visa (official partner), Audi India (mobility partner), BodyArmor Lyte ORS (hydration partner), Duolingo English Test (learning partner), and Snapchat (content partner).

    Radisson Hotel Group is the hospitality partner, JioStar the broadcast partner, and FanCode Shop is handling official merchandise—making the NC Classic a 360-degree sporting spectacle both on-ground and online.

    Speaking on the response from brands to the NC Classic, JSW Sports chief commercial officer, Karan Yadav said, “The versatility and range of brands that have decided to come on board with the NC Classic is testament to the potential this competition has. These are the biggest names in world javelin, spearheaded by Neeraj, competing on Indian soil for the first time. The event has all the ingredients to be a blockbuster, and a regular fixture on the world athletics calendar. The response to partner with the event has been fantastic, and it only augurs well for the future of live sport planned to global standards, in India.”

    With the world’s top javelin throwers gearing up to compete, the Neeraj Chopra Classic is shaping up to be more than just a one-off event—it’s India’s blockbuster entry into the world of elite field sports.

  • JSW Indian Open serves up a smash as India’s first PSA Copper event

    JSW Indian Open serves up a smash as India’s first PSA Copper event

    MUMBAI: Squash fever is set to grip Mumbai as JSW Sports announces the JSW Indian Open, India’s first PSA Squash Copper event, scheduled to take place from 24-28 March at Bombay Gymkhana. This landmark event will bring together India’s top squash players, including Ramit Tandon, Velavan Senthilkumar, Veer Chotrani, Anahat Singh, and Akanksha Salunkhe, alongside global talent from Egypt, Canada, Malaysia, and Japan.

    With squash making its Olympic debut at the 2028 Los Angeles Games, JSW Sports is making a bold statement with this tournament. Parth Jindal, Founder, JSW Sports, highlighted the event’s significance:
    Speaking on the tournament JSW Sports founder Parth Jindal said, “With squash set to make its Olympic debut at the 2028 Los Angeles Games, now is as good a time as any to give the sport the fillip it needs. The JSW Indian Open is a statement of intent from Indian squash, and we are excited to give some of the best Indian and global talent a platform through this tournament.”

    India No.1 Ramit Tandon, who is also represented by JSW Sports, said, “It’s always special to compete at home, and having a PSA event like the JSW Indian Open in India is a huge boost for the sport. The level of competition is right up there, and it’s a great opportunity for Indian players to test themselves against the best. With squash making its Olympic debut at LA28, events like these are crucial in building momentum and inspiring the next generation.”

    PSA CEO Alex Gough welcomed the return of a PSA tournament to India, calling it a significant step for the sport’s growth. “Hosting world-class events on home soil not only helps Indian players compete at the highest level but also strengthens the squash ecosystem,” he said. He also emphasized the role of such tournaments in expanding the sport’s reach. “By bringing elite competitions to India, we are creating a pathway for young players to develop, grow the fan base, and ensure the sport continues to thrive.”

    India’s women number 2, Anahat Singh also shared her excitement about the tournament, saying, “Bringing a top-tier PSA event to India is a game-changer for players and fans alike. Competing against top international players pushes us to be better, and it’s an amazing opportunity to grow. With squash making its Olympic debut at LA28, events like these are key to building excitement and inspiring young players to dream big.”

    With a prize purse of 40,000 dollars the JSW Indian Open marks the return of a major squash tournament to India after a six-year hiatus, the last being the CCI International in 2018. The competition will unfold across Bombay Gymkhana’s indoor courts, with the quarterfinals, semifinals, and final set to be played on a full-glass outdoor court, offering fans a thrilling spectacle. As the countdown begins, Mumbai is set to witness a squash showdown like never before, with India stepping up to the global stage in style.
     

  • Bengaluru FC signs one-year-deal with White Gold

    Bengaluru FC signs one-year-deal with White Gold

    Mumbai: Bengaluru FC, on Monday, announced signing a one-year-deal with White Gold, the largest organised gold buyers of South India with branches across Karnataka, Tamil Nadu, and Kerala. White Gold will come onboard as an Official Gold Buying Partner for the much-awaited 2024-25 Indian Super League season and the brand’s logo will feature on the pendant of the jersey.

    White Gold CEO Rahul Joseph expressed enthusiasm about this collaboration: “Partnering with Bangalore Football Club is a fantastic opportunity for us. As a company deeply committed to supporting our local community, we are excited to join forces with a club that embodies the spirit of Bangalore. Wishing the team all the best for the upcoming season and we would like nothing better than for Bengaluru FC to bring home the Gold this season!”

    White Gold has over 50 branches across South India, established with the aim of offering an organized, tech-driven, and fully transparent gold-selling experience for their customers. White Gold also assists in releasing pledged gold from banks and other financial institutions, ensuring customers are able to realize the full value of their pledged gold ornaments while ensuring the best prices in the market. Additionally, customers can visit any White Gold branch for a free valuation of their gold ornaments.

    “We’re really glad to partner with White Gold, who are a Bangalore-first brand and one whose vision aligns with ours as a football club. We’re always on the lookout to partner with brands whose target audience is also those who may enjoy what we have to offer as Bengaluru FC, and White Gold presents a perfect opportunity for the same. All of us at BFC are looking forward to what’s to come from this,” said JSW Sports chief commercial officer Karan Yadav.

    The Blues are set to begin their 2024-25 Hero Indian Super League campaign with a clash against East Bengal FC at the Sree Kanteerava Stadium, on September 14th, with tickets up for grabs on PayTM Insider.
     

  • PadelPark India secures funding from Parth Jindal

    PadelPark India secures funding from Parth Jindal

    Mumbai: PadelPark India, a key player in the padel sport ecosystem in India, has secured new funding from JSW Sports and Inspire Institute of Sport (IIS) founder Parth Jindal.

    Padel, a racquet sport originating in Mexico, has gained traction in Europe and globally. The number of courts worldwide has increased from about 10,000 in 2016 to over 50,000 in 2024, with projections reaching around 60,000 by 2026. Last year, over 2,500 Padel clubs opened globally.

    The global padel industry is valued at over $2.2 billion, with more than 25 million players across 110 countries, and is expected to grow at an annual rate of 22 per cent, reaching $6.6 billion by 2026. This growth is driven by rising sports interest, the appeal of new activities, endorsements by public figures, and increasing international competitions. With 23 per cent of India’s population participating in sports, the country holds significant potential, with 232 million potential padel players.

    Commenting on his investment in PadelPark India, JSW Sports & IIS founder Parth Jindal said, “PadelPark is building an ecosystem for the sport of Padel in the country, ranging from establishing the necessary infrastructure to creating a coach and student education program to establishing a robust tournament framework. The Founders’ vision of expanding access through innovation and community building aligns perfectly with our own vision of transforming India into a sporting nation. Padel is a fast-growing global sport that I have no doubt will become an Olympic sport in the future and I am excited to work with the PadelPark team to increase the popularity of the sport in India.”

    Commenting on the Investment, PadelPark co-founder Ronak Daftary said, “We are excited to have Parth & his team on board with us and share his vision of making India the largest producer and distributor of Padel courts in the world. We firmly believe that Parth is the right person to help regulate the sport in India.”

    Headquartered in Mumbai, and self-funded since its inception in 2020, PadelPark India is committed to being at the forefront of the growth of Padel infrastructure in India and Asia through a strategic partnership with Sky Padel, a leading Spanish organisation. The company also operates the Indian Padel Academy, which offers coaching and training both at a grassroots and advanced level providing players in India an opportunity to compete at an International level.

    PadelPark’s co-founders – Ronak Daftary, Jigar Doshi, Nikhil Sachdev and Pratik Doshi – bring extensive experience in managing sports infrastructure and share a profound passion for promoting sports adoption across India.

    Currently, PadelPark India operates 11 padel courts in Mumbai and has constructed over 22 courts for various sports clubs, hotels, resorts, and corporate entities. Some of their notable clients include the Willingdon Sports Club, NSCI club, JSW Inspire Institute of Sport, Marriot Suites and many more. Given its growth focus, PadelPark India plans to establish more than 100 Padel clubs across the country over the next few years through a combination of its own as well as franchise-run centers.

    The new funding will be deployed in scaling up their infrastructure and enhancing the offerings of their academy and events.

    PadelPark India is on track to deliver 40 padel courts in the next three months, open 15 padel centers/clubs in the next 60 days and train 250 people from next month.

    PadelPark India will also host the largest on-ground Padel tournament India has seen with 90 teams and top-tier sponsors on 23 August.

  • JSW launches campaign celebrating Indian athletes

    JSW launches campaign celebrating Indian athletes

    Mumbai: With the Paris 2024 Olympic Games around the corner, JSW Group has reignited its long-running and hugely successful campaign – Rukna Nahi Hai – with the launch of a brand-new film that delves into the mindset of the athletes who will represent India on the biggest sporting stage in less than two weeks from now.

    Launched by India’s golden boy and reigning Olympic champion Neeraj Chopra, the campaign includes a longer version for digital platforms and a shorter TV commercial to be broadcast on popular channels before and during the games.

    JSW who have pioneered the Olympic movement in India over the last decade, have always run compelling campaigns around the games, and the build-up to Paris has been no different. The film, while highlighting the preparation of the athletes, also explores the emotional aftermath of failing to win at the games. It portrays the public perception of an athlete’s performance—celebration and fame if they win, or embarrassment and criticism if they lose. And in the process, emphasizes that athletes should remain unfazed by either outcome, quickly returning to practice and preparing for their next challenge.

    Simple, yet thought-provoking, the film underscores the athletes’ unwavering determination and refusal to stop, come what may.

    Conceptualised by Ogilvy and directed by Shashanka Chaturvedi from Good Morning Films, it features a mix of well-known and emerging athletes from various Olympic disciplines, including Neeraj Chopra, Nishant Dev, Preeti Pawar, Manu Bhaker, Manika Batra, and Muhammed Anas, among others. Celebrity film star Ajay Devgn has lent his voice to the film.

    The campaign also celebrates JSW’s association with the Indian Olympic Association for the Paris Olympics 2024.

    Sharing his views on the campaign, and the film, JSW Sports founder Parth Jindal said, “Rukna Nahi Hai as a JSW Group campaign, has now entered its third Olympic Games, and it has grown from being a slogan to now being an emotion, a belief that Team India and all of us will take to Paris. The film captures the essence of the athletes’ relentless pursuit, perfectly. For us, they are already champions. I am certain this film will inspire the contingent in Paris, and every single Indian who will be backing the athletes throughout the journey of the Games.”

    Speaking on the launch of the TVC, Ogilvy chief creative officer Sukesh Nayak said, “The concept of #RuknaNahiHai is compelling and inspiring. We are proud to be a part of this journey with JSW and our athletes from day one. This campaign brings alive the true essence of rukna nahi hai, by portraying the mindset of our athletes. For whom victory and setbacks are chapters and not the end of story. It honors their relentless pursuit which makes our country shines bright.”

    In addition to the film, the campaign will be amplified through a comprehensive 360-degree media plan, leveraging TV, Digital, OTT, Digital innovations, OOH, on-ground activations, and print.

    JSW Inspire, launched by JSW Group in 2022, is an athleisure brand that sponsored Team India at the 2022 Commonwealth Games and 2023 Asian Games. The brand aims to provide top-quality, Indian-made activewear for both professional and aspiring athletes, matching global standards. The official team India kit for the Olympic Games Paris 2024 is designed by Aaquib Wani, who also designed the Indian cricket team jerseys.

  • 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.

  • 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.