Aditya Chaudhuri

Indian professional cricketer MS Dhoni has invested in Tagda Raho — a Bangalore-based fitness startup. Tagda Raho aims to make India fitter by reviving the “OG Indian Workout”. As it works towards expanding across the country, bringing Dhoni on board offers the startup a major boost. Tagda Raho is known for its fitness programmes, which...

The Mercedes-AMG PETRONAS F1 Team have announced a new multi-year deal with SAP, which is set to come on board as an Official Team Partner, starting next year.  SAP will be helping the team “accelerate operational efficiency and unlock new data insights to deliver performance gains.” Mercedes will also be using SAP S/4HANA Finance to...

17-year-old American racer Lia Block has been announced as the latest driver of the Williams Racing Driver Academy and will, therefore, represent the team in the 2024 season of F1 Academy. Block, who became the youngest ARA champion ever after winning the 2023 American Rally Association Open Two-Wheel Drive, will be racing with McLaren junior...

The Union of European Football Associations (UEFA) has announced a new partnership agreement with online travel and accommodation platform Booking.com, which returns on the European football-governing body’s partnership portfolio and will be sponsoring next year’s European Football Championship, commonly known as UEFA Euro 2024. Booking.com will also sponsor the 2025 UEFA Women’s Championship (UEFA Women’s...

The Ultimate Fighting Championship (UFC) has announced a partnership extension with canned cocktail company Atomic Brands, which will see its Monaco Cocktail brand continue on as the Official Hard Lemonade as well as the Official Canned Vodka Cocktail of the American mixed martial arts promotion company.  Monaco Cocktail will continue to be present at UFC...

Red Bull Racing have announced a partnership extension with Swiss luxury watch brand TAG Heuer. The partnership, which kicked off in 2015, was last renewed in 2021 and was set to expire after 2024.  The latest extension will see TAG Heuer continue to have branding presence on the race suits of the Red Bull drivers...

Football Club Internazionale Milano, commonly referred to as Inter Milan, have announced a partnership agreement with the flag carrier of Qatar, Qatar Airways, which has thus become the Italian professional club’s Official Global Airline Partner.  The partnership was announced before the Inter senior men’s team’s recent match against Frosinone. The partnership announcement saw the hospitality...

Epic Games’ popular video game Fortnite has a new interesting crossover as Formula One icon Lewis Hamilton joins their Icon Series skin collection. Hamilton was revealed in the trailer which not only starred the seven-time world champion but also his dog, Roscoe! Also Read – Lewis Hamilton’s Sponsors, Endorsements, Ventures and Activism The Lewis Hamilton...

Italian Formula One team AlphaTauri has roped in Austrian vodka brand NEFT Vodka as the team’s Official Team Partner. The long-term partnership will have the NEFT logo present on halo, wheel spray deflectors, top headrest of the AlphaTauri race car. NEFT will also work with AlphaTauri towards the team’s net zero goals. Also Read –...

Over the last few years, the esports industry has grown exponentially in terms of revenue and viewership. What sets esports apart is its inclusivity. People from all ages and demographics can play together, unlike the orthodox sports with their rigid gender boundaries where even genetics play a major role. Since the COVID-19 pandemic, the industry...