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Sports nutrition startup BeastLife has announced the onboarding of Indian cricketer Rinku Singh as its brand ambassador. The partnership is aimed at reinforcing the brand’s mission of delivering high-quality, science-backed, and athlete-approved nutritional supplements to Indian consumers.

As part of the collaboration, Rinku Singh will play an active role in raising awareness about the importance of clean and effective supplements, particularly among aspiring and professional athletes. With a growing focus on fitness and performance, the demand for trustworthy sports nutrition products has surged, and BeastLife aims to address this gap with formulations built on scientific research and transparency.

“BeastLife stands for something bigger than just supplements. It’s about creating the finest products with top-quality ingredients, backed by science and integrity. What really drew me in was the brand’s vision to make world-class sports nutrition accessible in India. That’s something I believe in deeply and am proud to support,” said Rinku Singh.

Raj Gupta, Co-founder & CEO, BeastLife commented, “Rinku’s belief in BeastLife goes beyond just a partnership. He aligns with what we’re building and wants to help shape the future of fitness in India. His support is a huge validation of our purpose.”

Gaurav Taneja, Co-founder, BeastLife added, “Rinku embodies everything BeastLife stands for discipline, performance and authenticity. This partnership is a big step in making science-backed, athlete-approved supplements a household name in India.”

As part of its future plans, BeastLife is expected to increase its outreach through both online and offline channels, leveraging this new endorsement to drive engagement across tier I and tier II markets. With growing awareness of clean nutrition, the brand is also exploring education-driven campaigns focused on ingredient transparency, certification, and fitness lifestyle integration.

Through this collaboration, BeastLife aims not only to expand its consumer base but also to influence the broader sports nutrition landscape by reinforcing the significance of informed choices and safe supplementation.

The International Cricket Council (ICC) has reappointed former Indian captain Sourav Ganguly as the chairperson of its Men’s Cricket Committee, a decision that underscores leadership continuity and signals strategic stability across global cricket’s administrative and commercial landscape. The announcement was made by the sport’s global governing body on Sunday.

Ganguly, who first assumed the role in 2021, succeeds Anil Kumble, who had previously served the maximum of three consecutive three-year terms. Ganguly’s reappointment is expected to offer renewed momentum to the ICC’s operational framework, strengthening long-term commercial strategies and fostering an environment conducive to licensing partnerships across key markets.

Joining Ganguly once again on the panel is his long-time teammate and fellow Indian cricketing legend, VVS Laxman. Their presence not only brings considerable experience to the committee but also reinforces India’s ongoing influence in shaping the sport's global roadmap—an important factor for brand partners and licensees invested in cricket-centric IP.

The revamped committee also includes a diverse mix of international representatives: former Afghanistan pacer Hamid Hassan, West Indies batting icon Desmond Haynes, South Africa's current Test and ODI captain Temba Bavuma, and former England batter Jonathan Trott. Their appointments are expected to bolster the ICC’s vision of inclusive development, thereby enhancing its appeal to a wider range of commercial and licensing stakeholders.

"At the International Cricket Council, we are deeply committed to fostering inclusivity and ensuring every cricketer has the opportunity to shine, regardless of their circumstances. In collaboration with our valued partners, we are proud to launch this task force and support fund, complemented by a comprehensive high-performance programme, to ensure displaced Afghan women cricketers can continue their journey in the sport," Jay Shah said in an official statement.

On the women’s cricket side, the ICC has announced the appointment of former New Zealand off-spinner Catherine Campbell as chairperson of the Women’s Cricket Committee. She will be joined by former Australian player Avril Fahey and Cricket South Africa’s (CSA) CEO Pholetsi Moseki. This newly formed panel is expected to play a key role in advancing women’s cricket development globally—a sector that continues to attract growing interest from licensees and sponsors alike.

The ICC's recent appointments reflect a broader effort to align governance with commercial strategy, ensuring that cricket remains both an inclusive sport and a thriving global entertainment property.

Joy Personal Care has announced its continued partnership with Kolkata Knight Riders (KKR) for a new campaign, marking their fourth consecutive year of collaboration. The initiative aims to challenge societal stereotypes surrounding masculinity and self-care, using the wide-reaching platform of the IPL to encourage meaningful conversations about modern grooming habits for men.

The collaboration features KKR players Manish Pandey, Venkatesh Iyer, and Harshit Rana in a dynamic rap music video. The video’s catchy hook, “Who says sporty banda lagna chahiye rough?” conveys the message that men can embrace grooming and skincare while maintaining their athletic and tough persona. The campaign emphasizes that self-care, including skincare, boosts confidence and plays an integral role in achieving success, whether it’s hitting sixes or securing trophies, showing that champions prioritize both performance and grooming.

The multi-platform campaign, which includes a digital and social media strategy, aims to break outdated perceptions and encourage men to integrate skincare into their daily routines.
 

Sunil Agarwal, Co-founder and Chairman, Joy Personal Care (RSH Global) said, “Our partnership with KKR is a testament to our commitment to challenging stereotypes and promoting inclusivity. Cricket in India is more than just a sport—it’s a cultural phenomenon. By associating with KKR during IPL for the fourth year, we aim to reach audiences across boundaries and inspire them to rethink traditional narratives around masculinity and self-care. Skincare is often seen as a women’s domain, but this campaign aims to change that perception. With IPL as the backdrop and strong digital amplification, we hope to drive meaningful conversations and reshape societal views.”

Poulomi Roy, Chief Marketing Officer, Joy Personal Care (RSH Global) remarked, “The idea behind this campaign is to redefine what it means to be sporty and stylish. Our collaboration with KKR provides the perfect platform to raise awareness about men’s skincare while breaking archaic stereotypes. This initiative goes beyond promoting skincare—it’s about encouraging men to embrace self-care as a normal part of their lives. With strong influencer collaborations and social media activation, we are confident this campaign will resonate deeply with our audience.”

Venky Mysore, CEO and Managing Director of KKR and CEO of Red Chillies Entertainment Pvt. Ltd., added, “At Kolkata Knight Riders, we've always believed in breaking boundaries both on and off the field. Our partnership with Joy Personal Care represents our shared commitment to challenging outdated stereotypes and embracing progressive values. Cricket players are athletes who understand the importance of holistic self-care, including skincare. This campaign beautifully illustrates that being tough on the pitch and caring about your appearance are not mutually exclusive. We're proud to continue this meaningful collaboration for the fourth consecutive year, using the platform of IPL to inspire positive change in how we perceive masculinity and self-care.”

Through this ongoing collaboration, Joy Personal Care and KKR aim to reshape perceptions about masculinity and self-care while setting a new standard for purpose-driven marketing. The partnership highlights the importance of inclusive skincare for everyone, proving that it’s not just a women’s domain but an essential aspect of well-being for all.

Hero MotoCorp, one of the well-known manufacturers of motorcycles and scooters, has officially announced a landmark three-year partnership with professional golfers Akshay Bhatia and Sahith Theegala, bringing them on board as global brand ambassadors. The move marks a significant step in the brand’s continued commitment to promoting excellence in global sports, particularly among young, emerging athletes.

The partnership, set to begin this week, will see both players proudly sporting the Hero logo as they compete at premier global golf tournaments. With this collaboration, Hero aims to amplify its presence in international golf while backing two of the most promising young talents on the PGA Tour.

“We are thrilled to welcome Akshay and Sahith to the Hero family. These exceptional young golfers, both of Indian descent, embody our core values of passion, integrity, and courage. Their dedication and achievements align perfectly with our mission to champion excellence in sports globally. As a proud Indian brand with a strong legacy of supporting athletes across disciplines, we take immense pride in fostering the talent of Indian origin on the world stage. Hero MotoCorp is globally recognized for innovation and sustainability, and as we continue to expand our brand’s influence, we engage with youth icons who inspire the next generation. Akshay and Sahith’s journey will further strengthen our long-standing association with golf, and we wish them great success this week and in their future endeavors," commented Pawan Munjal, Executive Chairman, Hero MotoCorp.

Akshay Bhatia, known for his rising presence on the PGA Tour, reflects Hero’s spirit of progress through his unwavering dedication and pursuit of greatness. 

“Partnering with a global brand like Hero MotoCorp is truly a dream come true, especially given my ambition to compete and share my passion for golf around the world for many years ahead. India, and specifically the Hero Indian Open, holds special significance as an integral part of my family’s heritage,” said Akshay Bhatia.

Sahith Theegala stated, “I am honored to have been selected by Hero MotoCorp to represent them worldwide. Akshay and I are very good friends, and we are excited to be working with Hero to increase their brand visibility through all our appearances. Like Hero, we are both committed to encouraging the success of young athletes from around the world in their sports and personal endeavors.”

The addition of Bhatia and Theegala further solidifies Hero’s global sports portfolio, especially in golf—a sport where the company has played a defining role. 

Hero’s legacy in sports marketing is extensive, with longstanding ties to golf legend Tiger Woods, who has served as Hero’s Global Corporate Partner since 2014. The brand also supports several top Indian golfers including Shiv Kapur, Diksha Dagar, Pranavi Urs, and Tvesa Malik, and actively promotes women’s golf in India through initiatives like the Hero Women’s Pro Golf Tour.

With this new partnership, Hero MotoCorp reaffirms its mission to not only champion sporting talent globally but also to inspire the next generation of athletes, making strides both on and off the green.

The excitement of cricket is set to get even more flavorful as Euro India Fresh Foods, a prominent name in the snack and beverage industry, has been announced as the Official Snacking Partner of Gujarat Titans. This collaboration promises to elevate the fan experience, blending the thrill of the game with Euro’s wide range of delicious snacks.

As cricket fever grips the nation, Euro India Fresh Foods aims to enhance match-day celebrations, whether fans are watching from stadiums, enjoying the game at home, or gathering with friends. With an extensive lineup of crunchy chips and spicy namkeens, the brand ensures that every boundary, six, and wicket is enjoyed with the perfect snack.

Manhar J. Sanspara of Euro Fresh Foods India Limited said, “In India, cricket is more than just a sport. It is an emotion and passion that brings people together. At Euro, we are thrilled to be part of this cricketing journey, ensuring that fans enjoy not only the excitement on the field but also an exceptional snacking experience with our delicious range of products.”

As part of the association, Euro India Fresh Foods will introduce a series of fan engagement initiatives and giveaways, offering cricket enthusiasts the chance to win match tickets, exclusive Gujarat Titans merchandise, and more.

With Gujarat Titans gearing up for a thrilling season, Euro India Fresh Foods invites fans to make every match even more memorable with their favorite snacks. Fans can also look forward to exciting contests, promotions, and surprises throughout the tournament, making this partnership a true celebration of cricket and flavor.

Mumbai Indians has announced its partnership with Lattafa Perfumes as its Official Fragrance Partner. This groundbreaking collaboration brings together the world of cricket and Middle Eastern luxury perfumery in a first-of-its-kind alliance, designed to elevate fan engagement and redefine the sensory experience of the sport.

With Mumbai Indians' legacy of excellence and Lattafa’s expertise in premium fragrances, the partnership aims to create a unique fusion of sport and scent, offering fans an immersive connection to their favorite team.

“Fragrance is more than just a scent—it’s an identity, a symbol of confidence, and a statement of prestige. Much like Mumbai Indians' legacy, Lattafa embodies excellence, strength, and ambition. This partnership celebrates the winning spirit—both in cricket and in life,” shared Sheikh Shahid Ahmed, Founder, Lattafa Perfumes.

Mumbai Indians Spokesperson stated, “We are delighted to welcome Lattafa Perfumes to the Mumbai Indians family. This partnership brings together two distinctive brands that excel in their fields—cricket and fragrances—making for a perfect synergy. We look forward to an exciting journey together.”

Nayana Tharoor, Head of Marketing, Lattafa Perfumes explained, "At Lattafa, we see fragrances as powerful expressions of identity and emotion, much like the passion that fuels every cricket match. Partnering with Mumbai Indians allows us to bring this philosophy into the world of sports, offering fans a deeper connection to the team through signature scents. By partnering with Mumbai Indians, we aim to enhance the fan experience through our signature fragrances while capturing the spirit of champions both on and off the field.”

Under the campaign tagline "Ignite the Game – The Scent of Champions," the partnership will blend sporting excellence with the prestige of Middle Eastern perfumery. Key initiatives include a TVC campaign featuring Mumbai Indians' top players, kit sponsorship with Lattafa branding on the back of Mumbai Indians’ helmets and caps, and a high-impact influencer and digital activation integrating sports, lifestyle, and luxury.

To further engage fans, Mumbai Indians and Lattafa India will introduce an Exclusive Mumbai Indians x Lattafa Fragrance Collection, a limited-edition range inspired by the team’s resilience and power. The collection will be available for purchase on www.lattafaindia.com, alongside Lattafa’s bestsellers.

Minimalist, a science-backed skincare brand known for its commitment to transparency, has partnered with Rajasthan Royals as their ‘Official Sunscreen Partner’ for the IPL 2025 season.

Through this collaboration, Minimalist will supply its high-performance sunscreen to Rajasthan Royals players, ensuring they remain protected from the sun during training sessions and matches. Fans can also look forward to engaging digital activations and exclusive insights into players’ skincare routines as the season unfolds.

“Minimalist and Rajasthan Royals are a natural fit, united by a commitment to performance and endurance. Cricket is more than just a sport; it’s a passion, a legacy, and an entertainment spectacle that brings millions together. With ‘Just Play! Halla Bol on Sun’ as our campaign, the focus is on providing uncompromising sun protection on and off the field, ensuring players and fans stay protected while enjoying the game. This partnership allows us to reach millions across the country, reinforcing the importance of skincare and sun protection in everyday life,” shared Mohit Yadav, Co - founder and CEO, Minimalist. 

Jake Lush McCrum, CEO, Rajasthan Royals said,  "We’re delighted to bring Minimalist to the Royals family for this season. We're proud to support a Jaipur-based brand which has achieved such success, with a clear focus on quality and innovation. Sunscreen is an essential part of any athlete’s kit bag, especially in a sport like cricket where players are exposed to the sun for extended periods. Through the brand’s science-backed and transparent approach, we look forward to a meaningful partnership that not only supports our players but also educates fans on the importance of effective skincare."

This collaboration strengthens Minimalist’s mission to provide purposeful, transparent skincare while expanding awareness of science-first sun protection to a broader audience across the country.

Minimalist is a leading, science-backed personal care brand focused on efficacy and radical transparency. With an ingredient-first approach, it offers high-performance skincare, body care, and haircare solutions targeting concerns like acne, pigmentation, and scalp health. Dermatologist-recommended and rigorously tested, Minimalist ensures superior quality and effectiveness. Expanding globally, the brand is available through top online and offline retailers across the US, UK, UAE, Malaysia, Indonesia, and Saudi Arabia.

Global sports brand PUMA has officially partnered with the Premier League, the world’s most-watched football league, in a landmark agreement aimed at elevating the brand’s presence and reinforcing its sports performance credibility.

As part of this collaboration, PUMA will become the Official Ball Supplier for the Premier League, providing match balls for all league fixtures starting from the 2025/26 season. The partnership extends beyond matchday essentials, as PUMA will also support the league’s initiatives, including grassroots football programs and large-scale events like the Premier League Summer Series, set to take place in the United States in July.

“The agreement with the Premier League, the most watched football league in the world, is an important step in PUMA’s brand elevation strategy. We look forward to bringing our performance technology to the forefront of the game and connecting with the many fans worldwide. With PUMA’s ball at the centre of attention during every match in this incredible league, we will create unforgettable moments for players and fans alike,” shared Arne Freundt, CEO, PUMA.

With the Premier League broadcast to 900 million homes across 189 countries, the collaboration offers PUMA an unparalleled global platform to enhance its visibility and engagement. The synergy between the competition’s worldwide reach and PUMA’s commitment to innovation is expected to boost brand awareness while delivering premium experiences for athletes, fans, and communities.

PUMA already enjoys a strong presence within the Premier League through its official partnership with reigning champions Manchester City. Additionally, the brand sponsors several top-tier players, including Jack Grealish (Manchester City), Kai Havertz (Arsenal), James Maddison (Tottenham Hotspur), Harry Maguire (Manchester United), Jordan Pickford (Everton), and Marc Cucurella (Chelsea), further strengthening its footprint in the league.

Richard Masters, Chief Executive, the Premier League added, “We are delighted to be welcoming PUMA as the Official Ball Supplier of the Premier League. PUMA has a proud history of involvement in football over many years and we look forward to seeing the new ball used at all our matches from this summer onwards.Their global reach and commitment to excellence align with our values, and we are excited to work together on a range of projects to drive forward the incredible work taking place in communities and inspire fans worldwide.”

With this collaboration, PUMA solidifies its presence at the heart of football’s most prestigious league, further cementing its reputation as a leader in sports innovation and performance.

FanCode has strengthened its partnership with Rajasthan Royals for the upcoming IPL season, bringing fans exclusive content and access to official team merchandise. This collaboration aims to deepen fan engagement by offering behind-the-scenes content and an expanded range of Rajasthan Royals merchandise.

As part of this extended partnership, FanCode Shop has been appointed as the official jersey manufacturing partner for Rajasthan Royals. It will manage the end-to-end operations of the team’s official merchandise, covering design, production, marketing, and distribution. The collection will include official jerseys, fan apparel such as polos, t-shirts, joggers, and shorts, along with accessories. Fans will also have the option to customize jerseys with their favorite player’s name or their own, making the merchandise more personalized and unique.

To ensure better offline access, a dedicated FanCode Shop kiosk will be set up at WTP Mall in Jaipur, where the ‘Royals Corner’ will allow fans to explore and purchase official team merchandise in person. Additionally, FanCode Shop will facilitate in-stadia sales during Rajasthan Royals’ home matches in Guwahati and Jaipur, enhancing the fan experience at the venues.

On the content front, FanCode is launching an exclusive ‘Royals Corner,’ which will feature a variety of non-live content, including training and practice session videos, exclusive interviews, player profiles, podcasts, and other engaging behind-the-scenes footage.

Yannick Colaco, Co-founder, FanCode said, “We share a special relationship with Rajasthan Royals and have been working closely to enhance fan engagement across multiple touchpoints. With this expanded partnership, we are setting a new benchmark for how fans cheer their favourite team—be it through authentic merchandise or exclusive content. FanCode is the ultimate destination for Royals fans this IPL season.”

Jake Lush McCrum, CEO, Rajasthan Royals shared, “Our fans are the heartbeat of Rajasthan Royals, and we are always looking for new ways to bring them closer to the team. Partnering with FanCode helps us do just that—giving fans more ways to engage, whether through exclusive content, behind-the-scenes access, or official Royals merchandise. We want every fan to feel part of the Royals family, no matter where they are, and this collaboration is another step in making that connection stronger than ever.”

This expanded partnership between FanCode and Rajasthan Royals is set to offer a more immersive experience for fans, making it easier than ever to support their team through exclusive content and authentic merchandise.

TownBus, the snacking arm of Bengaluru-based FMCG giant GRB Dairy Foods Pvt Ltd, has announced its collaboration with Royal Challengers Bengaluru (RCB) as the official snacking partner for the T20 2025 season. This partnership blends the excitement of cricket with the nostalgic flavors of authentic South Indian snacks, enhancing the fan experience during the high-energy tournament.

Known for its premium ethnic and traditional South Indian snacks, TownBus has built a strong reputation for evoking nostalgia with every bite. From crispy murukkus to flavorful mixtures, the brand has become a favorite among snack lovers by delivering an authentic taste of tradition.

Arun Kumar S, Head of Marketing, GRB Dairy Foods expressed, “We are thrilled to join hands with RCB for this  T20 season. Cricket and snacking go hand in hand, and we believe our range of nostalgic and authentic South Indian snacks will enhance the match-viewing experience for cricket fans. This partnership is a testament to our commitment to bringing people together over shared moments of joy and taste."

Rajesh V Menon, COO, Royal Challengers Bengaluru, added, "We are excited to partner with TownBus, as their commitment to quality and authenticity aligns seamlessly with our values. We look forward to a successful collaboration ahead."

The partnership will feature various co-branded initiatives, exclusive fan engagement events, and in-stadium promotions, ensuring that TownBus snacks become an integral part of the RCB match experience.

As cricket fever takes over the nation, TownBus and RCB aim to create unforgettable moments for fans by combining the thrill of the game with the comforting flavors of homegrown snacks.

RCB continues to expand its brand presence through various ventures, including RCB Hustle, a fitness product; Dash of RCB, a premium line of non-alcoholic cocktail mixers; and the RCB Bar & Café, which recently launched a new outlet at the T2 terminal of Bengaluru’s Kempegowda International Airport, recognized as the ‘World’s Most Beautiful Airport’ by UNESCO’s Prix Versailles in 2023.

Embracing the #PlayBold philosophy, RCB remains committed to its challenger spirit—‘Defeats don’t defeat us, the Challenger Spirit keeps us alive.’ Download the RCB Mobile Application to stay updated.

Third Wave Coffee has announced its official partnership with Royal Challengers Bengaluru (RCB) as the team’s exclusive Coffee Partner for the upcoming T20 League 2025, set to kick off on March 22. This collaboration brings together two homegrown brands that encapsulate the dynamic energy of Bengaluru — where BrewBold meets PlayBold.

Driven by a shared fearless spirit, TWC and RCB aim to create unforgettable experiences for fans throughout the season. Throughout the tournament, fans can look forward to exciting initiatives, including exclusive RCB x TWC merchandise drops and the thrill of finding hidden golden tickets in select purchases, giving lucky winners access to unique match-day experiences. On game days, Third Wave Coffee’s signature brews will be available at RCB’s home stadium, ensuring that every sip becomes part of the celebration.

Rajat Luthra, CEO, Third Wave Coffee, said, “Cricket and coffee have a lot more in common than we think — both ignite passion, bring people together, and thrive on boldness. RCB and Third Wave Coffee are both deeply rooted in Bengaluru’s culture — where tradition meets innovation, and every day is an opportunity to brew bold and play bold. This partnership is as seamless as your favorite cup of coffee on a match day — one that feels just right. With #BrewBoldPlayBold, we’re thrilled to create memorable moments for fans through the season, where every sip and every cheer carries the same energy.”

Even off the field, coffee will play a key role, as a dedicated Third Wave Coffee pop-up café will be set up inside the RCB team room, offering handcrafted brews to players as they prepare for their matches.

"At RCB, we are fueled by passion, dedication, and the strong bond we have built with our fans over the past 18 years. We are excited to partner with Third Wave Coffee, a brand that shares our community-driven values. Bengaluru is home to both of our brands, and this collaboration celebrates the vibrant culture of a city where cricket and coffee are a way of life,” added Rajesh V Menon, COO, Royal Challengers Bengaluru.

With #BrewBoldPlayBold at the core of this partnership, the season will seamlessly blend the excitement of cricket with the rich flavors of coffee. As RCB takes the field with fearless cricket, Third Wave Coffee will be brewing bold flavors, enhancing the thrill of the game for fans everywhere.

Ludic, a footwear-first lifestyle brand known for its vibrant and playful designs, has partnered with Chennai Super Kings (CSK) as their official footwear partner for the 2025 and 2026 seasons. To celebrate this collaboration, the brand has introduced an exclusive CSK-inspired footwear and fragrance capsule, designed to capture the spirit of the #Yellove army.

As one of the most celebrated cricket franchises, CSK enjoys a dedicated fanbase, making this collaboration a significant milestone for Ludic. This marks CSK’s first-ever official footwear partnership, giving Ludic an opportunity to engage with millions of passionate supporters and amplify its presence in the lifestyle space.

The newly launched capsule collection blends style and comfort, featuring a range of sneakers and sliders infused with CSK’s iconic yellow. The Manjal sneaker is designed for convenience with a sock-like upper and no-tie laces for effortless wear. The Yellove Toe sneaker, an updated version of one of Ludic’s signature styles, showcases a vegan leather upper with a striking yellow toe and extra branded laces for customization. The collection also includes Banana Chips Sliders and Marina Blue Sliders, crafted with CloudFrame technology to provide superior comfort and all-day support.

Expanding beyond footwear, Ludic has also introduced a fragrance capsule featuring premium scents for men and women. The Marina fragrance blends juniper, ginger, and tonka beans, while Kaaram offers an intense mix of grapefruit, saffron, and leather. For women, Malligai combines jasmine, black pepper, and sandalwood, while Thangam delivers a fresh burst of lemon, peony, and patchouli.

“It’s the first time that CSK has entered into an official footwear partnership, and we’re happy that it’s with Ludic. CSK is an iconic franchise, making this collaboration a major step forward in expanding the brand. Our larger vision is to become a household name for aspirational Indians, and this partnership gives us the necessary national visibility. The capsule is a tribute to CSK through and through with the products featuring the franchise’s bold yellow. We hope the fans love it! Moreover, with multiple drops planned and a series of engaging activities across online and offline mediums throughout the year, we’ve ensured there is plenty for the fandom to be excited about this season,” shared  Ishit Jethwa, Founder, Ludic.

The launch of a premium fragrance line as part of this partnership underscores the brand’s ambition to expand beyond footwear, offering a complete style experience. By aligning with the energy and passion of cricket and CSK’s dedicated fanbase, Ludic strengthens its position as a brand that resonates with India’s evolving lifestyle trends.

The exclusive CSK capsule is now available on Ludic’s official website, leading e-commerce platforms, and CSK’s digital store. Fans can also shop the collection at select multi-brand retail stores and dedicated Ludic kiosks at all CSK home matches at Chepauk Stadium.

Flipkart has joined forces with FanCode Shop, the premier destination for official sports merchandise, to enhance the shopping experience for sports enthusiasts. Through this collaboration, Flipkart’s SuperCoin ecosystem will now feature a dedicated FanCode Shop, allowing millions of users to seamlessly access and purchase authentic sports gear.

This partnership enables Flipkart customers to buy official merchandise from their favorite teams and leagues using a combination of SuperCoins and other payment methods, including cash. Users can redeem SuperCoins for up to 50 percent of the product price, making high-quality sports merchandise more affordable and accessible.

As part of the integration, Flipkart SuperCoins users will enjoy exclusive offers on official merchandise from major sporting events and franchises available on FanCode Shop. These include IPL teams such as Rajasthan Royals, Mumbai Indians, Kolkata Knight Riders, Punjab Kings, Gujarat Titans, Delhi Capitals, Lucknow Super Giants, and Sunrisers Hyderabad, along with ICC tournaments like the World Cups and Champions Trophy, among other national and international sporting events.

Gaurav Arora, Vice President, Payments and SuperCoins at Flipkart said, “At Flipkart, we are constantly innovating to enhance the SuperCoins ecosystem, enabling customers to unlock greater value while shopping. This partnership with FanCode Shop comes at the perfect time, offering sports enthusiasts a rewarding way to purchase official merchandise while maximizing their savings through SuperCoins. By expanding the avenues where SuperCoins can be used, we are reinforcing our commitment to making aspirational products more accessible and ensuring that customers benefit from greater affordability and flexibility in their purchases.”

Prasana Krishnan, Co-founder, FanCode shared, "At FanCode Shop, our mission has always been to make official sports merchandise more accessible to fans across India. Partnering with Flipkart SuperCoins is a significant step in that direction, as it allows millions of Flipkart users to get authentic gear from their favorite teams and tournaments with added affordability. This makes FanCode Shop the first platform to bring official sports merchandise to Flipkart's SuperCoins ecosystem, further expanding our reach and ensuring that fans can proudly support their teams in a seamless and rewarding way."

This strategic partnership strengthens the connection between sports fans and their favorite teams, ensuring greater accessibility to premium merchandise while enhancing the overall shopping experience on Flipkart.

Delhi Capitals has announced a strategic partnership with Livfast, one of the leading brands in energy storage solutions, naming it the Official Energy Partner for the upcoming season of India’s premier men’s T20 competition.

Through this collaboration, Livfast will energize the stadium experience, bringing the thrill of speed, power, and passion to fans. The partnership will be showcased through stadium branding, engaging match-day activations, and exclusive digital content. Additionally, fans will get access to behind-the-scenes interactions with Delhi Capitals’ top players, along with signed merchandise, giveaways, and meet-and-greet opportunities. Exciting contests and activations will further elevate fan engagement, making the cricketing experience even more immersive.

Sunil Gupta, CEO, Delhi Capitals said, “We are pleased to onboard Livfast as our Official Energy Partner for the upcoming season. Their commitment to innovation and efficiency aligns perfectly with the ethos of the Delhi Capitals, as we prepare for the new cycle with a renewed determination to succeed. We look forward to working closely to offer our fans the best of both worlds - off-the-field energy which powers on-field success."

Rakesh Malhotra, Founder, SAR Group highlighted, “Delhi Capitals electrify the field with their game, and at Livfast, we power lives with fast and efficient energy solutions. Our tagline, ‘Faster Hai Toh Hai,’ reflects our commitment to speed, reliability, and innovation, values we share with Delhi Capitals. This partnership is about fuelling the future, both in cricket and in energy solutions."

With this collaboration, Livfast and Delhi Capitals aim to enhance the fan experience, combining the energy of cricket with cutting-edge power solutions, ensuring an electrifying season ahead.

Royal Challengers Bengaluru (RCB) has renewed its partnership with ConfirmTkt, India’s train utility and ticketing platform, appointing it as the Official Train Ticketing Partner for the 2025 T20 season. This continued collaboration underscores both brands' commitment to enhancing the fan experience, seamlessly blending the excitement of cricket with convenient travel solutions.

As part of the partnership, ConfirmTkt’s brand logo will feature on the sleeve of RCB’s official and training jerseys, reinforcing its presence in the cricketing arena. To further engage fans, ConfirmTkt will launch a 360-degree marketing campaign across television, outdoor, and digital platforms, featuring RCB stars Virat Kohli, Rajat Patidar, and Krunal Pandya.

Building on the success of last season, ConfirmTkt is also bringing back its popular in-app game, "Ticket to Cricket," along with social media contests, giving fans a chance to win match tickets, signed merchandise, and travel vouchers.

Dinesh Kumar Kotha, CEO, ixigo Trains & ConfirmTkt said, “We look forward to another exciting season with RCB as we continue to simplify travel for cricket fans. This collaboration goes beyond just the game - it’s about bringing the excitement of cricket into every journey. Whether fans are traveling to catch a live match or celebrating victories on the go, we want to be a part of their experience, ensuring they stay connected to the action both on and off the field.”

 Rajesh Menon, COO, Royal Challengers Bengaluru shared, "We're thrilled to renew our partnership with ConfirmTkt. This collaboration will bring the excitement of cricket to every journey, ensuring our fans stay connected to the action and their favorite team."

As the T20 league enters its 18th season, with the last edition drawing over 54.6 crore television viewers, this partnership is set to amplify the cricket fever. Through this strategic collaboration, ConfirmTkt and RCB continue to bridge the gap between travel and sports, making the cricket season more immersive and accessible for fans across the country.

Skechers has announced its collaboration with Indian fast bowler Jasprit Bumrah, further expanding its footprint in the cricket world. As part of this partnership, Bumrah will compete in Skechers Cricket footwear and feature in marketing campaigns for the brand’s performance and lifestyle collections. He joins fellow cricketers Ishan Kishan and Yastika Bhatia, who have been associated with Skechers for the past year. Additionally, Skechers continues to be the official kit sponsor for Mumbai Indians.

Jasprit Bumrah stated, “I joined the Skechers family as they are known for blending comfort with cutting-edge innovation. Their wide range of offerings makes it a perfect fit for athletes who value performance without compromising on style, especially for bowlers like me. I’m proud to represent a brand that resonates with my approach to both cricket and life.”

Rahul Vira, CEO, Skechers South Asia said, “Jasprit Bumrah’s relentless pursuit of excellence perfectly aligns with Skechers' commitment to innovation and performance. Having him as part of the Skechers family adds to our stellar roster of ambassadors, including Yastika Bhatia and Ishan Kishan. The Skechers Team of athletes illustrates how the signature Comfort That Performs of Skechers Cricket footwear can help anyone’s game no matter what level you play. We’re excited to further elevate our journey in cricket and continue shaping the future of sports culture in India.”

As part of this collaboration, Bumrah will showcase the Skechers Cricket range, which includes full-spike and half-spike options. The Skechers Cricket Elite model, designed with 11 metal spikes, offers superior traction and stability, while the Skechers Cricket Blade, featuring seven metal spikes, ensures a balance of grip and agility for enhanced performance on the field.

Skechers’ association with cricket is part of its larger sports engagement, with global ambassadors across multiple disciplines, including football, basketball, golf, pickleball, and baseball. The brand’s cricket footwear collection is available at select Skechers retail stores and online.

Havmor Ice Cream, a subsidiary of LOTTE Wellfood, has extended its partnership with Gujarat Titans for the 2025 season. This renewed collaboration will introduce a range of exciting initiatives designed to engage fans, further strengthening the bond between the two brands. As part of this alliance, Havmor plans to launch new ice cream flavours and organize on-field activities, celebrating the essence and vibrant spirit of Gujarat.

For the upcoming season, Havmor will roll out cricket-themed campaigns, fostering a deeper connection with both cricket and ice cream enthusiasts. These initiatives aim to enhance the overall fan experience, uniting Gujarat Titans supporters through their mutual passion for the sport and frozen treats.

Komal Anand, Managing Director, Havmor Ice Cream expressed, “The collaboration with Gujarat Titans has grown into something truly special over the years, and we are eager to build on the trust and success we’ve already achieved together. The values that unite us—excellence, passion, and the pursuit of greatness—are at the heart of everything we do. Our goal is to extend that spirit of camaraderie to our consumers and create unforgettable experiences that reflect our shared love for cricket, the pride of Gujarat, and the joy of community.”

Arvinder Singh, COO, Gujarat Titans said, “Our on-field endeavours revolve around giving the fans a good match experience. Havmor, being a home brand, has already won the hearts of millions across the country with their innovative offerings. We are optimistic that this renewed partnership will boost the excitement for our fans and ensure they have a truly enjoyable time.”

Through this extended partnership, Havmor Ice Cream and Gujarat Titans aim to deliver a dynamic and engaging season, bringing fans closer to the game while indulging in delightful frozen treats.

In a landmark tribute to sporting excellence, Britannia Marie Gold has introduced the Avani Lekhara Special Edition, celebrating India’s first female athlete to win gold at both the Paris 2024 Games and the Tokyo 2020 Games. This initiative marks a historic moment for the brand, as it redesigns both its biscuit and packaging for the first time ever, reinforcing its long-standing philosophy of "Do More. Be More."

Adding another layer of tribute, the biscuits are also engraved with the precise position of her winning shots, offering Indians a tangible way to appreciate the immense skill and precision required in the sport of shooting. The packaging design further elevates this celebration, featuring a striking illustration of Avani Lekhara on the front—making her the first athlete to receive such an honor on a Britannia Marie Gold pack.

Avani, India's first female-athlete to win double gold at the Paris Games 2024 and Tokyo Games 2020, shared, “In shooting, perfection is measured in millimeters. I hope that by holding this biscuit, people understand the immense focus and precision it takes to win at the highest level. I’m honored that Britannia Marie Gold is celebrating this journey and inspiring young girls to aim high.”

Siddharth Gupta, General Manager, Marketing Britannia Industries added, “Britannia Marie Gold has always stood for women’s empowerment, celebrating their resilience and ambition. Avani’s achievement exemplifies what Indian women can accomplish when given the right opportunities. This special edition is a tribute to her and to every woman striving to make history.”

Tanvi Gandhi, Director at Little Button Films, remarked, “Avani doesn’t just break records—she breaks perceptions. Through the film and this campaign, our target was to make an invisible challenge visible, and we’re proud to create a film that does justice to air rifle shooting’s quiet dynamism and to the superstar/supergal that is Avani Lekhara.”

The Britannia Marie Gold Avani Lekhara Special Edition Pack will be available exclusively on Swiggy Instamart from March 7 across Mumbai, Bangalore, and Hyderabad, ensuring that millions of Indians can get a piece of history delivered to their doorstep in just 10 minutes.

This initiative cements Britannia Marie Gold’s legacy of empowering women while honoring one of India’s greatest sporting icons, inspiring the next generation to dream bigger and aim higher.

Japanese sportswear giant ASICS has unveiled its limited-edition race day merchandise as the official sports goods partner for the World Athletics Gold Label Race – TCS World 10K Bengaluru 2025. Inspired by the serene landscapes of Nandi Hills, the collection was launched digitally, revealing the official race day look ahead of the event, which is set to take place on Sunday, April 27, 2025. The exclusive collection is now available on the ASICS website and retail stores across India.

The TCS World 10K Bengaluru 2025 collection pays tribute to Nandi Hills, a symbol of endurance, resilience, and the pursuit of greatness. With its mist-covered peaks, lush greenery, and breathtaking sunrises, Nandi Hills has long been a destination for runners and adventurers alike. The Arctic Sky and Vapor color palette used in the collection captures the harmony between nature and performance, mirroring the spirit of perseverance that defines the event.

The race day Graphic Tee, crafted from 100 percent polyester interlock fabric, offers a lightweight, breathable, and sweat-wicking experience, ensuring optimal comfort throughout the run. Its unique design elements reflect the ethereal beauty of Nandi Hills, inspiring runners to embrace freedom of movement and the tranquility of nature.

The standout piece in the collection is the Novablast 5 Limited-Edition Running Shoe, featuring FF BLAST™ PLUS cushioning technology for enhanced bounce and responsiveness. Designed in a brilliant white sky colorway with subtle imprints of Nandi Hills, the shoe embodies the sensation of running ‘above the clouds’, perfectly complementing the essence of the event. More than just race gear, this limited-edition merchandise is a tribute to Bengaluru’s natural beauty and a symbol of athletic excellence.

Rajat Khurana, Managing Director, ASICS India & South Asia said, “We return humbled and excited as the official sports goods partner for TCS World 10K Bengaluru 2025 edition. As a landmark event for the running community, ASICS is thrilled to introduce this year’s limited-edition race day collection, inspired by the breathtaking landscapes of Nandi Hills. Our vision is to provide runners with not just apparel and footwear, but a complete race-day experience that resonates with the city’s vibrant running culture. The cutting-edge technology and thoughtful design of the merchandise will empower participants to run stronger, feel lighter, and truly embrace the spirit of movement.”

Vivek Singh, Joint MD, Procam International said, “ASICS has been a steadfast partner of the TCS World 10K Bengaluru, continuously elevating the running experience with state-of-the-art merchandise. The 2025 race day collection reflects the brand’s commitment to innovation and community-inspired running gear. As we gear up for another exciting edition of the race, we look forward to seeing participants celebrate the joy of running.” 

The official TCS World 10K Bengaluru 2025 race day merchandise is now available at ASICS flagship stores across India and online.

STAN, one of the leading gaming community startup backed by Nazara, has announced a groundbreaking partnership with FanCraze, the creator of ICC Crictos SuperTeam. This collaboration marks a first-of-its-kind initiative in the sports world, integrating FanCraze’s licensed digital collectibles of the International Cricket Council (ICC) with STAN’s dynamic community-driven ecosystem.

By combining FanCraze’s licensed ICC products with STAN’s interactive features, the partnership introduces a new era of digital engagement for cricket enthusiasts. Users will now have access to immersive experiences such as live audio rooms, influencer-led communities, quests, VIP events, and more. These activities will foster a deeper connection between fans, players, and the sport itself, allowing them to engage in digital ownership, collection, and gamified experiences like never before.

Parth Chadha, Founder & CEO, STAN said, "Cricket and games are more than just entertainment in India—they are a way of life. At STAN, we’ve built the largest online community in India, and now, with FanCraze, we’re creating an electrifying hub where users can play, compete, and celebrate cricket like never before. This will bring the STAN community closer to the action, the thrill, and rewards in a way that has never been done before!”

“We’re excited to team up with STAN to bring a fresh and innovative product to our users. By combining digital ownership and social gamification mechanics, we’re taking fandom to the next level. This partnership represents a major step toward creating a more interactive and immersive space for fans,” explained Anshum Bhambri, Founder & CEO, FanCraze. 

STAN has established itself as India’s premier digital playground for gamers, boasting over 20 million+ downloads and a creator network exceeding 1 million members. More than just a platform, STAN serves as a hub where gamers forge friendships, engage in epic battles, and thrive within vibrant communities. From heated game discussions and competitive Clubs to connecting with top creators, STAN is redefining digital interaction. The platform provides recognition, rewards, and an engaged community for gamers, while also offering creators, developers, and brands an avenue for meaningful engagement and growth.