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.
Organised by the Delhi & District Cricket Association (DDCA), the tournament is scheduled to take place from July 31 to September 2.
The development is part of TechnoSport's three-year association with the Satara Hill Half Marathon, covering the 2026, 2027 and 2028 editions.
As football fever grips audiences globally, brands are turning the tournament into a platform for collaborations, limited-edition products, athlete-led storytelling and fan-focused experiences.
Madonna wore pieces from Swarovski's Millenia collection, featuring full-cut crystals in a Fuchsia shade.
Every Football Meal will include a limited-edition McDonald's x Coca-Cola football collectible. The offer will be available only while stocks last across participating restaurants.
As part of the initiative, recordings of fans' voices will be featured across Coca-Cola's social media platforms throughout the FIFA World Cup.
The collaboration is aimed at supporting India's growing running ecosystem while strengthening the brand's engagement with fitness enthusiasts across the country.
The capsule collection was launched on June 25 and marks the esports organisation's second collaboration with an anime franchise.
The partnership makes a collection of co-created virtual apparel and accessories available to the game's global community.
The HSBC Rugby Premier League, launched by GMR Sports in association with Rugby India, expanded its format this year by introducing women's franchises in Hyderabad.
The launch is the latest addition to Nike's portfolio of Cristiano Ronaldo-inspired products, which have celebrated several milestones throughout his career.
Chhetri will join an expert line-up that includes Bhaichung Bhutia, Gurpreet Singh Sandhu, and Igor Štimac.
As part of the agreement, Titan Smart will have a prominent presence throughout the tournament.
The tournament will be played as the Spinny Cup, with matches scheduled for June 26 and June 28 at Stormont in Belfast.
The initiative aligns with Ajay's Cafe’s broader focus on fostering shared experiences and meaningful connections.
The series is being produced and hosted by sports media platform RevSportz and will feature creators Rohan Joshi, Sakshi Shivdasani, and Kaashvi Hiranandani.
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.
The unveiling event was attended by former Indian football captain Bhaichung Bhutia along with actors Ahan Shetty and Ibrahim Ali Khan.
The limited-period offering includes a range of FIFA Meals that come with a collectible limited-edition mini football.
The campaign will be amplified through brand partnerships, creator-led content, and a digital outreach programme spanning more than 200 websites.
As part of the partnership, viewers will be able to access official match highlights in both short and extended formats in English and Hindi.
The campaign will include brand partnerships, collaborations with content creators, and a digital outreach programme covering more than 200 websites.
Owned by the Jharkhand State Cricket Association, the Jharkhand T20 League is the state's first official franchise-based T20 competition.
The initiative is being rolled out as part of the company’s FIFA World Cup 2026 activation strategy.
The new team kit has been developed with a focus on performance, comfort, and durability.
The collaboration represents the next phase of PUMA’s football-focused product launches for the upcoming tournament.
The products combine storage functionality with commemorative tournament-inspired designs.
Alongside the jersey launch, the team introduced its new season campaign built around the tagline ‘Bhag Bhag Bhag, Aya Sher’.
BCL Season 2 will be held from June 3 to June 13, 2026, at the Shaheed Vijay Singh Pathik Sports Complex in Greater Noida.
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 activation is expected to reach over 16 lakh commuters daily, helping improve brand visibility and recall during the IPL season.
The collection became available across select Pacsun stores and online from May 15.
The partnership will provide KragBuzz Sports an opportunity to strengthen its international visibility in the sports apparel segment.
Matches during the tournament are scheduled to be held in London, Manchester, Leeds, Birmingham, Bristol, and Southampton.
What began primarily as a cricket-focused venture is now turning into a broader sports and streetwear play.
The fastest reported delivery during the season was completed in 10 minutes and 42 seconds.
The campaign showcases a Mumbai Indians supporter experiencing a cricket-inspired journey onboard a Malaysia Airlines flight alongside the players.
The launch is being carried out in partnership with Dream Theatre and Kiddies International.
The campaign film features players such as Ajinkya Rahane, Rinku Singh, and Manish Pandey.
The aircraft is expected to operate on routes across India and Asia later this year, supporting the airline’s network expansion plans.
As part of the campaign, the brand is working with cricket personalities and digital creators to share their own first-match stories.
During a recent interaction, Irfan Pathan spoke about the first live match he watched and how that moment influenced his cricket journey.
The storyline focuses on post-match downtime, using humour and music-driven storytelling to show players engaging with entertainment content.
The campaign includes a digital film featuring Virat Kohli, Rajat Patidar, and Philip Salt, highlighting training, preparation, and recovery routines.
The campaign builds on the partnership by drawing parallels between the worlds of healthcare and professional sports, positioning both as high-performance environments that demand consistency and accountability.
The campaign features players including Virat Kohli, Rajat Patidar, and Krunal Pandya.
The film begins like a conventional cricket commercial, with a full production setup and Jaideep Ahlawat in the director’s role.
The event featured participation from badminton player PV Sindhu, while cricketer Harmanpreet Kaur attended in support.
The film builds around the idea of Rohit Sharma “protecting the garden,” a reference that has gained traction as a fan-favorite internet joke.
As part of the agreement, the brand will feature on the team’s match apparel throughout the tournament.
The campaign features players from Chennai Super Kings, including MS Dhoni, Ruturaj Gaikwad, and Urvil Patel.
The campaign will be rolled out across digital platforms, social media, and on-ground activations throughout the Indian T20 League 2026.
As part of the collaboration, Pluckk introduced an on-ground experience zone at the venue, where players and attendees were offered product sampling.
From blockbuster entertainment tie-ups to immersive gaming integrations, these partnerships highlight how toys are becoming central to a broader consumer ecosystem.
The collaboration is part of the brand’s ongoing association with cricket and further strengthens its portfolio of athlete partnerships within the sport.
The campaign film brings together four of the sport’s most prominent players, creating a concept that merges storytelling with brand marketing.
s part of the second phase, Vikram Solar has launched a campaign film featuring players Rinku Singh, Rachin Ravindra, and Finn Allen.
From snacks and chocolates to cloud kitchens and global beverage brands, collaborations with IPL teams are increasingly becoming sharper and more outcome-driven.
Skechers will continue to supply performance-focused kits for players, while also launching official merchandise designed to strengthen fan engagement beyond match days.
The collaboration will also feature player-led content, fan engagement initiatives, and match-linked campaigns aimed at strengthening brand recall throughout the season.
To mark the latest edition of the tie-up, bigbasket has introduced a digital campaign rooted in Bengaluru’s cultural context.
He will also be part of Lenovo’s global marketing campaign, which is set to launch in May ahead of the FIFA World Cup 2026.
Beyond stadium activations, the brand will launch an Olio Dugout on Sahakar Marg in Jaipur as a fan engagement hub for IPL 2026.
The campaign also features limited-edition cricket-themed packaging available on quick commerce platforms.
As part of the renewed collaboration, boAt will continue to focus on enhancing fan engagement throughout the tournament.
The strategy reflects a move towards tapping into city-specific fandom and deeper team loyalties across India.
The collectible series will be available in three tiers: Black, Silver, and Gold, with each sticker carrying fixed points.
The collaboration is aimed at strengthening the brand’s reach among cricket audiences across India.
In addition to merchandise, the campaign integrates a fan engagement element.
As part of its association with RCB, Scapia will introduce fan engagement initiatives such as the ‘Scapia Royal Entourage’.
The stake is being acquired by a consortium of investors in an all-cash transaction valued at Rs 166.6 billion (Rs 16,660 crore).
The brand will continue as the team’s exclusive Water Purifier and Kitchen Appliance Partner.
The collaboration will also integrate with Oaksmith Style Studio, a platform focused on cricket-led cultural narratives, including player storytelling and fan-centric content.
The evolving nature of sports partnerships reflects broader changes in consumer behavior and media consumption.
The campaign brings both teams together, highlighting a shared identity and the growing alignment between the two sides of the Delhi Capitals.
As part of the agreement, the brand’s logo will be placed on the back of CSK players’ helmets.
Under the partnership, Ai+ Smartphone will collaborate with the teams’ platforms to engage directly with millions of passionate cricket fans across India.
As part of the partnership, the brand will also gain visibility across team kits, in-stadium branding, and digital content during match days throughout the tournament.
Brands are no longer just sponsoring teams; they are building cultural moments, engaging Gen Z audiences, and creating storytelling opportunities that extend far beyond the pitch.
Each of these moments is represented visually as a line within the jersey’s design. When combined, these lines form the initials “KKR” through abstract linear artwork.
Jaypee aims to utilise the Punjab Kings platform to enhance its brand visibility among cricket fans across the country.
Conceptualised to amplify cricket’s high-adrenaline energy, the campaign uses the brand’s distinct sound to differentiate the intensity of each strike.
Season 12 of the ISL commenced on 14th February and is scheduled to conclude on 17th May.
ISGL will gain access to Chennaiyin FC’s logo and player image rights, opportunities for player engagement, and key media-facing inventory, enhancing the league’s visibility and engagement with fans.
The adidas x Audi Revolut F1 collection is divided into official teamwear and a lifestyle-focused fanwear range, both maintaining high standards of quality, comfort, and design.
As part of the agreement, the two brands will execute a comprehensive campaign throughout the season, centred on digital-first storytelling, in-stadium activations, and fan-driven experiences.
Gamers will also have the option to select him while playing as part of the Rajasthan Royals lineup within the app.
The collaboration brings together two Bengaluru-rooted institutions with longstanding ties to the city.
The campaign is being executed across India, aiming to deepen local fan engagement by blending everyday dining occasions with cricket celebrations.
Through this initiative, ASICS aims to further strengthen India’s growing running ecosystem while celebrating its Japanese heritage.
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