Cricket Commercials & Broadcasting
- Sony Acquires Ireland Tour Rights: Quietly but strategically expanding its cricket broadcasting portfolio, Sony Pictures Networks India has successfully acquired the exclusive television and digital streaming rights for India’s upcoming tour of Ireland.
- Intex Backs Afghanistan Cricket: Consumer electronics brand Intex has signed on as the Official Associate Sponsor of the Afghanistan Men’s Cricket Team for the duration of their ongoing tour of India.
- HELL Energy Taps Renuka Singh Thakur: HELL Energy has officially unveiled its new HELL ZERO beverage, naming Indian cricketer Renuka Singh Thakur as the face of the brand. Additionally, the company has stepped up as an official sponsor for the T20 Mumbai League.
Athletics & Olympic Sports
- Gurindervir Singh’s Historic Month: India’s fastest man, Gurindervir Singh, has been making waves both on and off the track after clocking a record-breaking 10.09 seconds in the 100m sprint. Celebrating his milestone, Asian Paints featured him in their poignant Father’s Day campaign under the “Har Ghar Kuch Kehta Hai” philosophy, highlighting the unwavering support of his father, Kamaljit Singh. Simultaneously, TVS Motor Company honored his national record by gifting him an Apache RTR 310, perfectly aligning their speed-centric brand with India’s premier sprinter.
- India Hosts Asian Fencing Championships: The Ministry of Youth Affairs and Sports sanctioned a ₹6 crore grant for the 26th Asian Senior Fencing Championships. Hosted at the Bharat Mandapam in New Delhi from June 19 to 24, this marks the first time India has hosted this prestigious continental-level tournament, which serves as an important qualifier for the LA 2028 Olympic cycle.
- AVC Men’s Volleyball Cup Underway: For the first time, India is hosting the AVC Men’s Volleyball Cup, currently taking place in Ahmedabad from June 20 to June 28. Competing as the host nation, India aims to leverage this direct qualification pathway to the 2026 Asian Men’s Volleyball Championship, which serves as a stepping stone for the 2027 World Championship and the LA 2028 Olympics.
Football, Rugby & Racket Sports
- Amul Partners with Spanish Football: In a smart co-branding maneuver ahead of the FIFA World Cup, Indian dairy giant Amul has partnered with the Spanish national football team, becoming their Official Regional Sponsor for India.
- Spurs Team Up With TCS: English Premier League club Tottenham Hotspur has officially announced Tata Consultancy Services (TCS) as its new Digital Transformation Partner.
- U17 Women’s Youth League Launch: In a significant structural step for the grassroots development of Indian women’s football, the inaugural edition of the AIFF U17 Women’s Youth League is set to kick off on July 18 in Chhattisgarh.
- Rugby Sponsorships Renewed: Capgemini has extended its tenure as the Official Transformation Partner of the HSBC Rugby Premier League through the 2028 season. Domestically, Wintex Exports has also renewed its agreement as the Official Ball and Equipment Partner for Rugby India.
- Shriram Finance Invests in Badminton: Deepening its commitment to grassroots sports development, Shriram Finance has forged a strategic partnership with the renowned Padukone School of Badminton.
Corporate Moves & Brand Investments
- Jerai Fitness Signs Ritu Phogat: Indian fitness equipment manufacturer Jerai Fitness has appointed mixed martial artist and Commonwealth Wrestling Gold medalist Ritu Phogat as its newest brand ambassador. The partnership highlights a strong synergy between the combat sports icon and the brand’s focus on elite strength training.
- JSW’s IIS Secures Long-Term Partner: The Inspire Institute of Sport (IIS), backed by the JSW Group, has announced a comprehensive long-term partnership with Feldspar Group Holdings to further support athletic development.
- Unived Backs Yashaswini Ghorpade: Continuing its trend of supporting rising Indian athletes, sports nutrition brand Unived has officially onboarded table tennis player Yashaswini Ghorpade as a brand ambassador.