AC MILAN appoints PUMA as official licensing partner

Nike has unveiled a limited-edition CR7 Mercurial Superfly RGN “Gold” football boot to celebrate Cristiano Ronaldo's historic achievement of becoming the first player to score in six different FIFA World Cups.

The commemorative release highlights one of the Portuguese footballer's most significant international milestones and reinforces Nike's long-standing partnership with Ronaldo through another exclusive signature product. The limited-edition boots are scheduled to be available via the Nike App from 11 a.m. EST.

Designed to honour Ronaldo's legacy, the CR7 Mercurial Superfly RGN “Gold” features premium gold detailing inspired by his achievements on football's biggest stage. The boots also incorporate personalised design elements, including insoles printed with the word "GOAT" and bold "CR7" branding across the heels, reflecting the player's global identity and career accomplishments.

The launch is the latest addition to Nike's portfolio of Cristiano Ronaldo-inspired products, which have celebrated several milestones throughout his career. The sportswear giant has consistently leveraged its partnership with the football icon through limited-edition footwear and apparel collections that resonate with football fans and sneaker enthusiasts worldwide.

The release is expected to attract significant interest from collectors, Ronaldo supporters, and football fans, particularly given the commemorative nature of the design. Limited-edition football boots associated with landmark sporting achievements have increasingly become sought-after products within both the sports and lifestyle markets.

With the launch of the CR7 Mercurial Superfly RGN “Gold,” Nike continues to strengthen its athlete-led product strategy, combining performance footwear with storytelling around one of football's most celebrated players.

ZEE5 has appointed former India football captain Sunil Chhetri as a pre-show expert for its coverage of the FIFA World Cup 2026, strengthening its panel of football analysts ahead of the global tournament.

Chhetri will join an expert line-up that includes Bhaichung Bhutia, Gurpreet Singh Sandhu, and Igor Štimac. As part of his role, he will offer pre-match analysis, tactical insights, and expert commentary throughout the competition.

Sunil Chhetri said, "The FIFA World Cup is where football's greatest stories unfold, and I'm excited to join Zee 5's expert panel for this incredible tournament. Every World Cup creates moments that stay with fans forever, from legendary players continuing to build their legacy to emerging stars and nations striving to make history on the biggest stage. As someone who has spent my life playing and studying the game, I look forward to sharing my insights with fans, discussing the tactical battles, standout performers and unforgettable moments that make this tournament so special."

Chhetri will be a part of the pre-match programming during the tournament, sharing his perspective on key fixtures, player performances, and tactical matchups alongside the rest of the expert panel.

Titan Smart has announced its partnership with the Rugby Premier League (RPL) as the league's official timing partner, strengthening its presence in India's expanding sports ecosystem.

The collaboration aligns with the smartwatch brand's focus on precision, performance, and active lifestyles, while providing visibility through one of India's emerging professional sports leagues.

The Rugby Premier League, organised by Rugby India in partnership with GMR Sports, brings together international rugby players and Indian talent on a common professional platform with the aim of promoting the sport across the country. As part of the agreement, Titan Smart will have a prominent presence throughout the tournament.

The partnership also supports the brand's positioning around health monitoring, fitness tracking, and connected wearable technology, catering to consumers who rely on smart devices to measure and improve their daily performance.

Seenivasan Krishnamurthy, Business Head, Smart Wearables, Titan Company said, "Sport fosters a mindset of continuous improvement, where training, recovery and performance tracking are key to achieving personal goals. As consumers increasingly rely on data-driven insights to optimize their everyday performance, these values align closely with the role smartwatches play in their lives. RPL marks an exciting new chapter in India's sporting landscape and we are delighted to partner with it as the Official Timing Partner. This association allows us to engage with a growing community of sports enthusiasts while supporting the evolution of India's sporting culture."

Sujoy Ganguly, CMO, GMR Sports shared, “Rugby Premier League is a world-class sporting property built on speed, skill and high performance. Titan Smart’s commitment to innovation, precision and empowering active lifestyles makes it a natural partner for the league. We are confident that this association will further strengthen the league’s appeal among sports enthusiasts and a new generation of fans.”

The partnership reflects the growing trend of brands leveraging sports platforms to connect with audiences through themes of fitness, performance, and technology-driven lifestyles. For Titan Smart, the collaboration further strengthens its focus on engaging consumers seeking health-focused and data-backed wearable experiences.

Used-car retail platform Spinny has acquired the title sponsorship rights for India's upcoming two-match T20 International series against Ireland. The tournament will be played as the Spinny Cup, with matches scheduled for June 26 and June 28 at Stormont in Belfast.

The series will be broadcast on Sony Sports Network and streamed on Sony LIV.

The sponsorship further strengthens Spinny's association with cricket, adding to its existing partnerships in the sport, including its association with Sachin Tendulkar.

Paul O'Sullivan, Business Development Manager, Cricket Ireland said, "As part of our partnership with ITW, we are delighted to welcome Spinny as the Series Title Sponsor of the upcoming Spinny Cup Ireland v India T20I series. We would like to thank them, along with our Official Ground Rights Partner ITW, for their generous support towards Irish cricket. We are excited to welcome the ICC Men's T20 World Cup champions India to Ireland for what promises to be a fantastic spectacle for all stakeholders on and off the pitch. We are confident that Spinny will both enjoy and contribute to the overall success of the series."

Bhairav Shanth, Co-founder, ITW Universe shared, "We are proud to welcome Spinny as the Title Sponsor for the India Tour of Ireland 2026. We have had longstanding relationships with both Cricket Ireland and Spinny, and it is great to see them coming together through this partnership. We look forward to delivering a compelling series that drives visibility, engagement and memorable experiences for fans and partners alike."

Niraj Singh, Founder and CEO, Spinny shared, "We are thrilled to be associated with the Spinny Cup – Ireland vs India T20I Series. At Spinny, trust, performance and consistency are at the heart of everything we do, and these values resonate strongly with the game of cricket. This series is an opportunity to celebrate the sport while strengthening our connection with audiences who value reliability and excellence. We look forward to an exciting contest and wish both teams the very best."

The partnership is expected to provide Spinny with visibility among cricket audiences while supporting Cricket Ireland's efforts to host the Indian team for the two-match T20I series.

Ajay's Cafe has partnered with the Gujarat Motorcycle Riders Association (GMRA) for the upcoming World Motorcycle Day 2026 celebrations, scheduled to take place on June 20-21 at Le Vino, Daman.

The two-day gathering is expected to attract between 160 and 200 motorcycle riders from Gujarat and nearby regions. The event will focus on riding culture, community engagement, adventure, and responsible motorcycling.

Organised by GMRA, the programme will include activities such as off-road riding experiences, a pool party, games, entertainment sessions, networking opportunities, and community-focused initiatives.

A key objective of the partnership is to promote awareness around road safety and responsible riding. Through the collaboration, Ajay's Cafe and GMRA aim to encourage riders to prioritise safety and responsible behaviour on the road.

The initiative aligns with Ajay's Cafe’s broader focus on fostering shared experiences and meaningful connections. The brand said the idea of "Happy Wali Feeling" extends beyond food and celebrations to include the comfort and happiness families experience when their loved ones return home safely.

Jaideep Solanki, Founder Director, Ajay's Cafe said, "For me, motorcycling has always been more than a hobby; it is a passion that has introduced us to an incredible community of riders who share the same spirit of adventure, friendship, and mutual respect. As members of GMRA, we have experienced first-hand the strong sense of brotherhood that exists within the riding fraternity. Our association with World Motorcycle Day is a celebration of that spirit.”

“At Ajay's Cafe, we believe that the most meaningful journeys are the ones that create memories and bring people closer together. At the same time, every rider carries a responsibility towards the loved ones waiting back home. The true joy of any ride lies in returning safely, because that's when families experience the real 'Happy Wali Feeling'. We are proud to stand alongside GMRA in celebrating the riding community and the values that unite it,” Solanki added.

GMRA has been actively working to encourage responsible riding practices while building a strong community among motorcycle enthusiasts. The World Motorcycle Day event is expected to further these efforts by bringing together riders who share a common passion and commitment to safe and disciplined riding.

Coca-Cola has introduced Matchday Hangout, a creator-led football watch-along initiative aimed at engaging India’s growing football fan base during the FIFA World Cup season.

The campaign is designed to turn late-night football viewing into an interactive digital experience, enabling fans to watch matches, share reactions, participate in discussions, and engage with fellow supporters in real time through live-streamed sessions hosted by content creators.

The series is being produced and hosted by sports media platform RevSportz and will feature creators Rohan Joshi, Sakshi Shivdasani, and Kaashvi Hiranandani. The lineup will also include select appearances by Zervaan Bunshah, Varun Thakur, and footballer Dalima Chhibber.

Building on Coca-Cola’s long-standing association with FIFA, the initiative seeks to extend football conversations beyond the game itself by creating interactive social experiences. The live streams will include fan discussions, match predictions, debates, trivia segments, and audience participation activities.

Karthik Subramanian, Senior Director, Marketing, Coca-Cola TM India & Southwest Asia said, “Through our longstanding association with FIFA, Coca-Cola has been an integral part of football fandom for decades. A match night is all about rituals, reactions, and shared emotions. Coca-Cola Matchday Hangout is our way of fostering that connection through social-led experiences. By taking a community-first approach, we’ve curated a live, creator-led experience, and partnering with RevSportz helps us seamlessly bring this interactive format directly to audiences."

Boria Majumdar, Founder and CEO, RevSportz added, “Football has always been about emotion, conversation and community. With Coca-Cola Matchday Hangout, we are taking those match-night conversations and turning them into a shared live experience for fans across the country. At RevSportz, we have consistently believed in creating innovative ways for fans to engage with sport, and this partnership with Coca-Cola allows us to bring together sport, entertainment and digital culture in a social format that feels authentic to how today’s audiences consume live events. We are excited to build a destination where fans can watch, react, debate and celebrate the biggest moments of the FIFA World Cup together.”

Fans can access the live streams by ordering Coca-Cola through quick commerce platforms Blinkit and Zepto during match hours. The campaign also includes interactive contests and giveaways, offering participants opportunities to win Coca-Cola merchandise.

Skincare brand NIVEA MEN and Spanish football giant Real Madrid have renewed their long-standing global partnership, further strengthening a relationship built around shared values of excellence, performance, and trust.

As the collaboration enters its next phase, NIVEA MEN plans to place a stronger emphasis on fan engagement, creating experiences designed to bring football supporters closer to the club through exclusive campaigns and interactive initiatives.

India has emerged as a strategic market for the partnership, supported by the rapid growth of football fandom among young and digitally connected audiences. The sport has seen rising popularity across the country, with Real Madrid enjoying a particularly strong following in both metropolitan and emerging cities. From community-driven fan clubs to late-night match screenings, the club continues to attract a dedicated supporter base.

To capitalize on this growing enthusiasm, NIVEA MEN India is rolling out a series of consumer engagement activities in collaboration with leading e-commerce platforms. Under the campaign, customers purchasing NIVEA MEN products above a specified threshold will have the opportunity to win a trip to Spain to watch a Real Madrid match live, along with official club merchandise. The activations are scheduled to run in phases across e-commerce channels between June and October 2027.

Shweta Dalal, Marketing Director, NIVEA India said, “Football in India today is so much more than a sport; it’s a shared passion that brings people together across cities, screens, and communities. From late-night match screenings to everyday conversations, the love for the game runs deep, especially among young fans who are shaping this culture in exciting new ways. And while this passion is thriving in India, it’s also part of a global culture that unites millions across continents under the same anthem of the beautiful game. Clubs like Real Madrid hold a special place in their hearts, inspiring a sense of belonging and pride. At NIVEA MEN, we see this as an opportunity to connect with fans in a way that feels authentic and meaningful. Much like Real Madrid - whose very name ‘Real’ means royal in Spanish."

The renewed alliance builds on years of collaboration between the two brands and aligns with NIVEA MEN’s broader objective of connecting with consumers through passion-driven platforms. By combining Real Madrid’s global appeal with localized consumer experiences, the brand aims to deepen engagement with India’s evolving football community while reinforcing its position in the men’s grooming segment.

Budweiser 0.0 has rolled out a series of fan engagement initiatives in India to commemorate 40 years of its association with FIFA and coincide with the ongoing FIFA World Cup.

The campaign began on June 11 with the launch of an interactive mural featuring Lionel Messi in Mumbai. Designed to encourage fan participation, the installation responds to cheers and voice interactions, allowing visitors to engage directly with the artwork.

The unveiling event was attended by former Indian football captain Bhaichung Bhutia along with actors Ahan Shetty and Ibrahim Ali Khan. Visitors also experienced a FIFA x Budweiser 0.0 showcase featuring memorabilia and highlights from the brand’s four-decade partnership with FIFA.

Vineet Sharma, Vice President – Marketing, AB InBev India said, “For us, the FIFA World Cup is far more than a marketing moment - it’s where our identity as a brand rooted in celebrations truly comes to life. As we mark 40 years of partnership with FIFA, we’re building on a legacy that has shaped some of the most iconic moments in football and global fan culture. In India, where football fandom is becoming more expressive and culturally connected, we’re excited to bring that energy to life through experiences like our interactive Messi mural - creating spaces where fans can come together and celebrate their passion for the game. Our focus is on showing up in ways that feel authentic, relevant, and true to the spirit of collective celebration that defines the FIFA World Cup.”

As part of its FIFA World Cup activities, the company said it will also host match screenings across several markets in India during the tournament period.

The campaign is part of Budweiser 0.0’s long-standing relationship with FIFA and its broader efforts to connect with football fans through on-ground experiences and event-led engagement during the World Cup.

McDonald's India – North & East has launched a FIFA-themed meal range as part of its association with the FIFA World Cup 2026, where McDonald’s serves as the Official Restaurant Partner.

The limited-period offering includes a range of FIFA Meals that come with a collectible limited-edition mini football. The initiative is designed to engage football fans during the tournament and offer a themed dining experience linked to the global sporting event.

As part of the campaign, McDonald’s has introduced two new burger variants, the McVeggie Dragon and McChicken Dragon, featuring a Chinese-style spicy sauce. The meals are paired with Honey Chilli Fries and a beverage. Customers purchasing the FIFA Meals will also receive a limited-edition mini football while stocks last.

The FIFA Meal range includes the McVeggie Dragon FIFA Value Meal with a limited-edition mini football priced at Rs 209, the McChicken Dragon FIFA Value Meal with a limited-edition mini football priced at Rs 239, and the McVeggie Dragon FIFA Extra Value Meal with a limited-edition football priced at Rs 259.

The campaign will roll out from 19 June 2026 across McDonald’s restaurants in North and East India. Through the launch, the company aims to connect football fans with the tournament experience through themed menu offerings and collectible merchandise.

ZEE5 and Unite8 Sports have unveiled ‘Poora India Watchega’, a nationwide campaign ahead of the FIFA World Cup 2026.

Conceptualised by Talented and mktgstack, the campaign focuses on football audiences across the spectrum, including dedicated fans, occasional viewers, and those following the tournament for the first time. The initiative is anchored by a brand film directed by Atul Kattukara and produced by First December Films.

The campaign will be amplified through brand partnerships, creator-led content, and a digital outreach programme spanning more than 200 websites. It will also be promoted across connected TV platforms, food delivery applications, sports-focused apps, and online sports communities to broaden its reach.

Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises said, “At ZEE5 and Unite8 Sports, we want the audience to watch FIFA World Cup together. FIFA World Cup is an experience that goes beyond the core football fandom, and ‘Poora India Watchega’ brings that spirit alive. Every four years, football goes beyond its core fans and becomes something everyone wants to be part of. It’s about watching with friends, picking favourite teams overnight, celebrating every goal, and getting swept up in the emotion. Through this campaign, we’ve aimed to make the World Cup feel welcoming, exciting, whether you’ve followed football for years or are tuning in for the first time.”

Bavesh Janavlekar, Chief Business Officer, Unite8 Sports, Zee Entertainment Enterprises added. “The FIFA World Cup 2026™ marks a defining moment for global football with legends nearing the end of an era, new stars rising, and an expanded 48-team format making it more inclusive than ever. It’s this scale and cultural impact that makes the tournament bigger than just the sport. ‘Poora India Watchega’ is built for every kind of fan lifelong followers, once-in-four-years viewers, and those discovering the game for the first time bringing an immersive, an experience that connects with audiences across India and helps grow a lasting football culture.”

Karishma Changroth and Sanket Audhi, Founding Members at Talented stated, “It takes a whole squad playing at the top of their form to bring a campaign of this scale to life. ‘Poora India Watchega’ is powered by high trust, agility and shared ambition across ZEE5, Unite8 Sports, Talented, mktgstack and our production partners at First December Films to create a World Cup experience that feels as big and energetic as the fans it is made for.”

The FIFA World Cup 2026 will be available across ZEE5 and Unite8 Sports channels in Hindi, English, Bangla, and Malayalam, offering multilingual coverage for audiences across India.

YouTube has entered into a partnership with the International Cricket Council (ICC) to enhance coverage of the ongoing ICC Women’s T20 World Cup 2026. The collaboration is aimed at increasing fan engagement in India by offering a dedicated destination for pre-match insights, live content, and post-match analysis throughout the tournament.

The initiative began on the ICC’s official YouTube channel with the "ICC Captains’ Carnival" event in London. The platform also streamed all warm-up matches live for the first time, giving fans wider access to tournament-related content ahead of the competition.

As part of the partnership, viewers will be able to access official match highlights in both short and extended formats in English and Hindi. Key moments from matches will also be shared through YouTube Shorts, with clips under 30 seconds designed for quick viewing.

To improve content discovery, YouTube has introduced a dedicated tournament search hub that brings together highlights, analysis, and other relevant content in a single location.

Finn Bradshaw, ICC Head of Digital stated, “Through our collaboration with YouTube, we are making the tournament more accessible than ever before through live coverage, local language offerings, creator-led storytelling and enhanced discoverability across the platform."

The collaboration builds on YouTube’s strong sports audience in India, where the platform says 89 percent of viewers believe it offers the best sports content.

ZEE5 and Unite8 Sports have unveiled ‘Poora India Watchega’, a nationwide marketing campaign aimed at engaging audiences ahead of the FIFA World Cup 2026.

Conceptualised by Talented and mktgstack, the campaign focuses on football fans across different segments, including dedicated followers of the sport, occasional viewers, and first-time audiences. The initiative is anchored by a brand film directed by Atul Kattukara and produced by First December Films.

As part of its promotional strategy, the campaign will include brand partnerships, collaborations with content creators, and a digital outreach programme covering more than 200 websites. It will also have a presence across connected television platforms, food delivery applications, sports platforms, and online sports communities.

Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises said, “At ZEE5 and Unite8 Sports, we want the audience to watch the FIFA World Cup together. FIFA World Cup is an experience that goes beyond the core football fandom, and ‘Poora India Watchega’ brings that spirit alive. Every four years, football goes beyond its core fans and becomes something everyone wants to be part of. It’s about watching with friends, picking favourite teams overnight, celebrating every goal, and getting swept up in the emotion. Through this campaign, we’ve aimed to make the World Cup feel welcoming and exciting, whether you’ve followed football for years or are tuning in for the first time.”

Bavesh Janavlekar, Chief Business Officer, Unite8 Sports, Zee Entertainment Enterprises said, “The FIFA World Cup 2026™ marks a defining moment for global football with legends nearing the end of an era, new stars rising, and an expanded 48-team format making it more inclusive than ever. It’s this scale and cultural impact that makes the tournament bigger than just the sport. ‘Poora India Watchega’ is built for every kind of fan lifelong followers, once-in-four-years viewers, and those discovering the game for the first time bringing an immersive experience that connects with audiences across India and helps grow a lasting football culture.”

Karishma Changroth and Sanket Audhi, Founding Members at Talented, added, “It takes a whole squad playing at the top of their form to bring a campaign of this scale to life. ‘Poora India Watchega’ is powered by high trust, agility and shared ambition across ZEE5, Unite8 Sports, Talented, mktgstack and our production partners at First December Films to create a World Cup experience that feels as big and energetic as the fans it is made for.”

The FIFA World Cup 2026 will be streamed in Hindi, English, Bangla, and Malayalam across ZEE5 and Unite8 Sports channels, expanding accessibility for viewers across multiple regions in India.

Activewear brand TechnoSport has partnered with the Jharkhand T20 League as the title sponsor for the 2026 season, scheduled to be held from June 10 to June 23 at the JSCA International Stadium Complex in Ranchi.

Branded as the ‘Technosport Jharkhand T20 League’, the tournament aligns with the company's ‘Real Movement’ campaign and will bring together established and emerging cricket talent from the state on a professional T20 platform.

Owned by the Jharkhand State Cricket Association, the Jharkhand T20 League is the state's first official franchise-based T20 competition. The tournament will feature 27 matches and six teams: Ranchi Titans, Jamshedpur Steelers, Chota Nagpur Royals, Koylanchal Super Kings, Dhanbad Diamonds, and Santhal Strikers.

The league will showcase players including Ishan Kishan, Robin Minz, Kumar Kushagra, Anukul Roy, Sushant Mishra, Utkarsh Singh, and Virat Singh, alongside emerging cricketers. The opening ceremony will also be attended by former India captain and Jharkhand cricket icon MS Dhoni. The first match of the tournament will be played between Chota Nagpur Royals and Ranchi Titans.

The partnership comes as TechnoSport expands its presence in Jharkhand. According to the State Economic Survey Report 2026, Jharkhand’s real per capita income increased by 65.7 percent over 2011-12 levels at a CAGR of 4 percent. The brand currently reaches consumers through more than 500 general trade retailers in the state and plans to open two exclusive brand outlets in July 2026.

Patralika Agrawal, Head of Marketing, TechnoSport said, “The Technosport Jharkhand T20 League is a strong intersection of sport, youth culture and regional growth. As we expand our presence in Jharkhand through general trade and upcoming exclusive brand outlets, this partnership gives us a meaningful platform to engage with consumers in a market where cricket has deep cultural relevance. The league also reflects the kind of sporting ecosystem we want to support, one that gives local talent a professional stage and inspires wider participation. Coming on board as Title Sponsor allows us to build brand salience while staying true to our core purpose of enabling movement for all.”

Sambhav Jain, Director SJ Uplift & AV24 Sports Pvt Ltd. shared, “From day one, our mission has been to give Jharkhand’s incredible raw talent a platform to shine, to dream, and to conquer. An ambition this big requires partners who share that same relentless drive, which is why we are absolutely thrilled to welcome Technosport as our Title Sponsor. Their commitment to high performance perfectly matches the energy and passion of our athletes. Together, we aren't just launching a league; we are fueling a movement that will inspire the next generation of champions. The energy is electric, the stage is set, and we cannot wait to see this partnership redefine the future of cricket in our state.”

The Jharkhand T20 League adds to TechnoSport’s growing association with sports-led initiatives across India. Through the partnership, the company aims to strengthen its visibility in the state and engage consumers through cricket and active lifestyle-focused platforms.

Global brewer AB InBev has unveiled ‘Cheers to Bars’, a new campaign linked to the FIFA World Cup 2026 that aims to highlight the role of local bars as key destinations for fans during the tournament.

The initiative is being rolled out as part of the company’s FIFA World Cup 2026 activation strategy.  AB InBev’s brands, Michelob ULTRA and Budweiser, are official beer sponsors of the tournament.

The campaign will include support programmes for bar owners, a dedicated advertising film created in partnership with creative agency GUT, and a series of watch parties across multiple international markets.

As part of the initiative, AB InBev plans to organise 200,000 watch parties across more than 40 countries during the tournament.

Michel Doukeris, CEO, AB InBev said, “During the FIFA World Cup 2026, bars will become the beating heart of every neighborhood – places where strangers become friends, every goal is celebrated as one, and collective memories are created with every raised glass. Beer and football have long been catalysts for bringing people together to create moments of joy and belonging. Nowhere is this spirit of beer and football more alive than in bars, where they share a special place in culture.”

The campaign also includes a new film titled Cheers to Bars, which focuses on the role bars play in bringing communities together during major sporting events.

AB InBev said participating venues will be offered no- and low-alcohol beverage options as part of the programme. The company will also provide responsible beverage service training to support bar operators during the tournament period.

The FIFA World Cup 2026 is set to be the largest edition of the tournament to date, and the campaign forms a key component of AB InBev’s broader efforts to engage football fans and hospitality partners across global markets.

Through the initiative, the brewer aims to strengthen connections between football fans, local hospitality venues, and its beverage brands during one of the world’s biggest sporting events.

Sportswear and athleisure brand KragBuzz Sports has been named the Official Kit Partner of Shrachi Rarh Tigers for Season 3 of the Bengal T20 League. Under the partnership, the company will design and supply the franchise’s official match-day jerseys, training apparel, and performance kits for the upcoming season.

The Bengal T20 League has emerged as a key platform for promoting cricketing talent from West Bengal while helping expand the sport’s regional fan base. For KragBuzz Sports, the collaboration with Shrachi Rarh Tigers marks a further step in its efforts to strengthen its presence in Indian cricket and expand its footprint across competitive sporting events.

The new team kit has been developed with a focus on performance, comfort, and durability. The apparel combines modern sportswear technology with design elements that reflect the identity and energy of the Tigers. The kits are intended to support players throughout the tournament while maintaining a strong on-field appearance.

The partnership also aligns with KragBuzz Sports’ focus on providing performance-oriented sportswear for athletes across different levels of competition.

Arjun Gupta, Founder & CEO, KragBuzz Sports said, “We are delighted to partner with Shrachi Rarh Tigers for Season 3 of the Bengal T20 League. Cricket continues to be one of the strongest sporting passions in the country, and we are proud to support a franchise that represents determination, regional pride, and competitive excellence. At KragBuzz Sports, our goal is to create apparel that enhances performance and confidence, and we look forward to being part of the team’s journey this season.”

KragBuzz Sports said it continues to expand its portfolio of cricket partnerships across India and international markets. The company is focusing on strengthening its position in the performance sportswear segment through product innovation, quality standards, and athlete-centric development.

PUMA and designer Salehe Bembury hosted an experiential event at The Row DTLA to mark the launch of their latest collaboration ahead of the 2026 FIFA World Cup. The activation offered attendees an opportunity to explore the design concepts and products behind the partnership through a series of interactive installations and immersive experiences.

The collaboration represents the next phase of PUMA’s football-focused product launches for the upcoming tournament. It follows the introduction of 11 national federation kits earlier this year and shifts the focus toward a streetwear-inspired collection featuring travel wear and goalkeeper kits created for PUMA’s participating national federations.

The event brought together creatives, athletes, and cultural figures, including Salehe Bembury and Ghanaian rapper and model Black Sherif. Guests engaged with the collection through customizable experiences and product showcases designed to highlight the collaboration's creative direction.

One of the key attractions during the event was the “Hidden Frequencies” sneaker presentation, which highlighted the UV-reactive design element incorporated into the new Velum 1 Akita sneaker. The showcase provided visitors with a closer look at the footwear model, which makes its debut as part of the collaboration.

The PUMA x Salehe Bembury TRVL WEAR collection includes reworked versions of several PUMA silhouettes and apparel categories. The lineup features the PUMA KING tracksuit, jerseys, shorts, travel wear pieces, goalkeeper kits, and the newly launched Velum 1 sneaker.

The collection has already been seen on members of Côte d’Ivoire’s national football team and is expected to remain visible throughout the summer as players and teams continue preparations for international competitions.

By combining football-inspired design with streetwear influences, the collaboration expands PUMA’s product offering connected to the 2026 FIFA World Cup while highlighting Salehe Bembury’s approach to apparel and footwear design.

The PUMA x Salehe Bembury TRVL WEAR collection is now available worldwide.

Sandisk has launched its officially licensed FIFA World Cup 2026 product collection, introducing a range of storage devices inspired by the upcoming football tournament.

The collection includes officially licensed products designed for fans, creators, and professionals to capture, store, and manage digital content linked to the tournament. The range features design elements inspired by host nations and football themes, with each product carrying official FIFA World Cup 2026 licensing marks.

The newly introduced lineup includes the whistle-inspired SANDISK USB-C Flash Drive FIFA World Cup 2026 Edition and the SANDISK Portable SSD FIFA World Cup 2026 Edition. According to the company, the products combine storage functionality with commemorative tournament-inspired designs.

Janet Allgaier, Senior Vice President, Consumer Products at Sandisk said, “The FIFA World Cup 2026 is expected to be one of the most captured, recorded, and shared sporting event in human history. Sandisk is proud to play a part in ensuring no moment is missed. With our officially licensed products, we’re equipping the world’s most passionate fans and creators with the tools to preserve their own piece of football history.”

The company said the USB-C flash drive is designed to support quick file transfers and portable content management, while the portable SSD offers up to 1TB of storage capacity aimed at fast backups and file transfers. The products have also been designed for portability and durability for users travelling or creating content around sporting events.

The SANDISK Official Licensed Product Collection for the FIFA World Cup 2026 is available globally through select retailers for pre-order or notification of availability.

In India, the SANDISK USB-C Flash Drive FIFA World Cup 2026 Edition is priced at Rs 3,769 for the 64GB variant and Rs 5,499 for the 128GB model. The SANDISK Portable SSD FIFA World Cup 2026 Edition with 1TB storage is priced at Rs 24,779. The SANDISK USB-C Flash Drive FIFA World Cup 2026 Gold Edition is available in a 128GB variant priced at Rs 6,629. The products are available through Amazon India.

Defending T20 Mumbai League champions Mumbai South Central (MSC) Maratha Royals have unveiled their official jersey for the upcoming season, marking the start of their title defence with a refreshed team identity and campaign.

The jersey launch took place at a special event in Mumbai attended by team owners Kapil Baheti, Alisha Baheti, Mayank Khandwala, and Raj Khandwala, along with MSC Maratha Royals CEO Parag More, captain Siddhesh Lad, and head coach Amit Dani.

Designed around the theme ‘The Royal Roar’, the new jersey combines regional symbolism with contemporary sports styling. The design incorporates metallic gold claw marks to represent aggressive gameplay, tiger-stripe textures woven into the fabric, and a phantom tiger graphic as a layered visual element.

The jersey also features a heritage orange upper section representing energy and Maharashtra’s identity, paired with midnight navy sleeves and lower panels reflecting resilience and composure. Gold detailing has been added to reinforce the championship theme.

Alongside the jersey launch, the team introduced its new season campaign built around the tagline ‘Bhag Bhag Bhag, Aya Sher’. Inspired by Mumbai’s street culture, music, and entertainment influences, the campaign highlights the team’s competitive approach while positioning the tiger as a symbol of strength and dominance.

Kapil Baheti & Alisha Baheti, Owners, MSC Maratha Royals said, “As defending champions, we wanted this jersey and campaign to stand for more than just cricket. It reflects the fearless attitude of our team and the spirit of Mumbai. This is not just a design refresh, but a clear statement of intent to play bold, fearless cricket this season. ‘The Royal Roar’ is designed to connect strongly with our fans and capture the energy we bring to the field.”

Mayank Khandwala & Raj Khandwala, Owners, MSC Maratha Royals, added, “Defending a title brings a different level of challenge, and that’s what drives us. What we’ve built at MSC Maratha Royals goes beyond winning; it's a strong culture and identity rooted in Mumbai. With ‘The Royal Roar’, we’re promising our fans a team that returns more focused, more determined, and ready to prove that last season was just the beginning.”

The team will once again be led by captain Siddhesh Lad and head coach Amit Dani. The squad for the season includes Chinmay Sutar, Rohan Raje, Tushar Deshpande, Maxwell Swaminathan, Arjun Dani, Ayaz Khan, Sahil Jadhav, Sachin Yadav, Pratik Shukla, Shreyanssh Rai, Swaraj Parulkar, Om Bangar, Irfan Umair, Atharva Bhosale, Aryan Patni, Yash Gadia, Shreyas Gurav, Jitendra Paliwal, and Aditya Dhumal.

The Big Cricket League (BCL) has renewed its partnership with EaseMyTrip, with the online travel-tech platform returning as title sponsor for Season 2 following its association during the inaugural edition.

BCL Season 2 will be held from June 3 to June 13, 2026, at the Shaheed Vijay Singh Pathik Sports Complex in Greater Noida. The tournament will feature six teams, 18 T20 matches, and participation from more than 36 international cricket players.

The upcoming season is set to include cricket personalities such as Shikhar Dhawan, Harbhajan Singh, Chris Gayle, Ross Taylor, Thisara Perera, and Tillakaratne Dilshan. Alongside international players, the league will also feature 18 former First-Class and IPL cricketers and 60 amateur players from across India.

Dilip Vengsarkar, League Commissioner, Big Cricket League said, “We are delighted to welcome EaseMyTrip back as the Title Sponsor for Season 2 of the Big Cricket League. Their continued association reflects the trust and momentum the league has built since its inaugural edition. At BCL, we are committed to creating a world-class cricketing platform that not only delivers high-quality entertainment but also gives aspiring cricketers to not only showcase their talent but a rare opportunity to share the field with some of the biggest icons of the game.”

Nishant Pitti, Founder & Chairman, EaseMyTrip added, “Our journey with the Big Cricket League in Season 1 was both exciting and deeply rewarding. BCL has introduced a refreshing format that blends legendary cricketing names with inspiring grassroots talent, creating stories that truly resonate with fans across the country. Cricket and travel have always shared a strong connection, with fans travelling cities to experience the energy of the game firsthand. As a travel-first brand, we are delighted to continue our association as Title Sponsor and look forward to being part of an even bigger and more exciting Season 2.”

Puneet Singh, Chief Patron, Big Cricket League commented, “Season 2 of the Big Cricket League is set to be bigger in every aspect - from the level of competition and fan experience to broadcast reach and international engagement. With marquee legends, talented amateur cricketers, strong broadcast partners like Eurosport and FanCode, and trusted brands like EaseMyTrip continuing their journey with us, we are building a cricketing property that fans genuinely connect with. This season is not just about cricket - it is about dreams, opportunity, and unforgettable moments.”

The renewed sponsorship comes as BCL looks to strengthen its position as a cricket platform combining former international stars with emerging amateur talent while expanding its audience reach through broadcast and brand partnerships.

S8UL Esports has announced a partnership with Campa Energy by Reliance Consumer Products for its Esports World Cup (EWC) 2026 campaign.  

As part of the collaboration, Campa Energy will serve as the title sponsor for S8UL’s campaign leading up to the Esports World Cup 2026. The partnership comes as the esports organisation expands its participation across multiple international gaming titles this season.

S8UL, which is part of the Esports Foundation’s Club Partner Program for the second consecutive year, is competing across 13 esports titles during the current season. The organisation has already secured qualification spots in Fortnite, Honor of Kings, and Chess, while continuing to compete in several other gaming categories.

Under the agreement, Campa Energy branding will feature across S8UL’s team jerseys, digital content initiatives, fan engagement activities, and on-ground events during the campaign period.

Animesh Agarwal, Co-founder and CEO, S8UL Esports said, “The conversation around Indian esports has changed significantly over the last few years. Today, it is no longer just about potential; it is about building globally competitive teams, creating sustainable fan ecosystems, and earning the confidence of major brands. Our partnership with Campa Energy represents that larger shift. As S8UL prepares for the Esports World Cup 2026 across multiple titles, having a homegrown brand support this journey reinforces the growing cultural relevance of esports in India. We see this as a shared effort to push Indian talent and Indian esports further onto the global stage.”