From football legends and cricket teams to marathon events and international gaming tournaments, sneaker brands are using sports associations to strengthen brand visibility and connect with diverse consumer communities.
The league has also signed an agreement with Sony Sports Network, which will serve as its exclusive television broadcast partner in India.
The collaboration also marks the launch of the ASICS Running Club (ARC) in Kolkata, establishing the platform's first presence in East India.
Designed and manufactured in India, the jersey incorporates contemporary styling along with elements inspired by the country’s cultural heritage.
The presence of The Great Khali, along with participation from digital creators and attendees, also helped amplify the campaign beyond the event venue.
The campaign, titled ‘Own a Piece of History’, is being rolled out across Delhi/NCR in collaboration with quick commerce platforms Zepto and Blinkit.
The Indian Olympic Association welcomed the collaboration, highlighting the importance of nutrition support for athletes competing at an international level.
The campaign is built around the idea that athletes carry the encouragement and belief of millions of supporters with them whenever they compete.
Here are some of the top sports and consumer brand collaborations that have been making headlines in 2026.
The Milan presentation marks the first phase of the PUMA × RCB × Dhruv Kapoor collaboration.
Haier aims to combine the excitement of top-tier European football with its intelligent living ecosystem, creating experiences that connect with consumers both on and off the field.
CREX aims to deepen connections between cricket fans and players while supporting the increasing visibility of women’s cricket.
A key highlight of the collection is LEGXI’s limited-edition ‘Hall of Fame’ series, one of the company’s most exclusive offerings.
As part of the initiative, the brand has placed its ‘I AM MOMENTUM’ message and the signature Running Man emblem directly along the race route.
The collectibles have been produced in strictly limited quantities and are designed to celebrate a defining chapter in Argentina’s football history.
The three-match contest will take place at New Delhi’s Arun Jaitley Stadium, with fixtures scheduled for September 13, 15 and 17.
The cap draws inspiration from one of the driver’s favorite colors while also reflecting the yellow element of the Spanish national flag.
The latest campaign film features former Indian hockey stars Sardar Singh, Rani Rampal, and Ajinder Kaur, bringing together athletes from different eras to celebrate the sport’s enduring legacy and spirit.
The latest deal further strengthens FanCode’s partnership with the Afghanistan Cricket Board (ACB).
The association comes as the latest edition of the Delhi Premier League, which commenced on July 31, continues to attract audiences with its domestic cricket action.
The event was held on July 23 at Nautipickle, Ballard Pier, bringing together pickleball enthusiasts, competitive players, and spectators.
The first edition of the Esports Nations Cup is scheduled to commence on November 2, 2026, in Riyadh, Saudi Arabia.
The nationwide competition is designed to identify and nurture emerging sim racing talent from across India.
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