Aditya Chaudhuri

HARMAN, a wholly-owned subsidiary of Samsung Electronics, has announced a new partnership with Indian cricket franchise Delhi Capitals (DC). The partnership will see HARMAN’s brand JBL serve as the DC men’s team’s headgear sponsor and the exclusive audio sponsor for the 2023 Indian Premier League (IPL) season. The partnership will have the JBL logo present...

Indian cricket franchise Royal Challengers Bangalore (RCB) have roped in online food delivery platform EatSure as their men’s team’s Official Food Delivery Partner ahead of the 2023 Indian Premier League (IPL) season. The partnership will see EatSure also serve as the Official Sponsor of the RCB Podcast. EatSure will also don the role of the...

Fantasy sports platform, SportsBuzz11 have roped in Kolkata Knight Riders' star batsman Nitish Rana as their brand ambassador ahead of the upcoming Indian Premier League (IPL) season. As brand ambassador, Rana will be the official face of SportsBuzz11 and will star in various multi-channel marketing campaigns and be a part of multiple brand engagement activities. Rana will also be a part of various online and offline events. Dashmeet Kawatra, Managing Director of SportsBuzz11, commented, "We are delighted to have Nitish Rana as our brand ambassador. Nitish is a talented cricketer who embodies the values of sportsmanship, and we are confident that his association with SportsBuzz11 will take our platform to greater heights. We look forward to a long and successful partnership with Nitish." Rana, who has represented India in one ODI and two T20Is, will be seen in action for the Kolkata Knight Riders in the upcoming IPL season.

International esports organisation Team Spirit have announced that they will launch a female Counter-Strike division. Spirit will be launching the Team Spirit Female (TSF) team and the roster will make its debut in the ESL Impact series. The roster which makes up the TSF team is the same one that participate under the MVP name. The team currently consists of Justina 'Tynka' Ducká, Jammie 'Jammie' Alagozova, Lea 'xia' Vagová, Svetlana 'suns1de' Mevlid, Mirte 'Moraltis' Horemans. Aleksey 'Nevar' Voronov will serve as the team's coach. Nikita Cheshir Chukalin, CEO of Team Spirit, commented, "Anyone who has been following our organisation for a long time knows that we have been nurturing the idea of a female CS:GO roster for years. However, we have put it off, often due to circumstances beyond our control. Women's esports is an area that is growing so fast that it cannot wait any longer. After following this sphere for a long time and considering many teams, we finally decided that this particular lineup is currently performing at a good level and can become a part of Team Spirit. ‘This is the first-ever female roster in the history of our organisation, so we can call it a double experiment: female and European, English-speaking roster. I sincerely hope both experiments will succeed and the girls show their best qualities."

British Formula One team McLaren have announced a new partnership with Salesforce — a global leader in customer relationship management that is based out of San Francisco, California. Salesforce joins as an Official Partner of the McLaren F1 team. As Official Partner, Salesforce will work with McLaren to deliver unique fan experiences both on and...

Belgian footballer and Manchester City star Kevin De Bruyne has signed a new endorsement deal with McDonald's. The partnership will have the Belgian star in a host of marketing campaigns in Belgium and along with his wife Michele Lacroix, both will join the Ronald McDonald Children's Fund. De Bruyne and his wife have been named as ‘godparents’ of the charitable organisation, which helps hospitalised children stay together with their families. De Bruyne has a management deal with Roc Nation Sports, which is owned by American musician Jay-Z. De Bruyne already has sponsorship deals with Nike, Electronic Sports (EA), Orange, and crypto firm Phemex. Speaking about his partnership with McDona;d's, Kevin De Bruyne, said, "It’s very fulfilling to use my platform for good and to work with brands who are aligned with that makes it a lot easier for me to partner up with them as we have a common goal. The team at Roc Nation Sports International understood this, and when McDonald’s was brought to the table; it was an instant connection. 'Last year I sat down with the team at Roc, outlining my commercial strategy moving forwards, it was to work with global brands and create meaningful partnerships that will involve the family.

Sportiqo, a blockchain-based fantasy sports platform have roped in former Indian cricketer Robin Uthappa as their brand ambassador. The partnership will see Uthappa headline a host of digital campaigns for the brand. Robin Uthappa said, "Sportiqo is the perfect platform where I am able to find a cohesive link between sports and technology. The stock market is something that is often portrayed as being meant for a particular segment of the audience but with Sportiqo sports fans across age groups would not only be able to learn how the stock markets work but at the same time be able to use their sporting knowledge and skills to do it in a fun and engaging manner. 'Making the youth learn about investing and trading using cricket is a great idea. India needs creative options to improve the financial literacy of the masses and I am glad that Sportiqo is addressing that gap. I am proud to be associated with the platform.” Anindya Kar, Chief Product Officer and Co-founder, Sportiqo, said, "We are delighted to welcome Robin Uthappa to the Sportiqo family as our new brand ambassador. He is one of the most exciting cricketers of his era.With his disruptive and instinctively innovative approach to his sport, Robin Uthappa embodies the same pioneering spirit that will drive Sportiqo to keep pushing boundaries in the sector.”

Times Internet Limited has signed a four-year deal with the International Cricket Council (ICC), which will see Willow become the home of ICC cricket in the USA and Canada till the end of 2027. Willow TV and Digital will acquire the broadcast and digital rights for all major ICC men’s and women’s events, starting from...

Revenant Esports have clinched the title of the Snapdragon Pro Series – India Challengers and will now be representing the country at the Snapdragon Pro Series Masters — an International LAN tournament that will take place in Japan in May later this year. The team cruised through the open qualifiers and cemented their slot in...

WTA World No. 1 Iga Swiatek and ATP World No. 41 Ben Shelton have signed a new partnership with Swiss shoe brand On Running. Swiatek will join as a global ambassador of the Swiss brand which has Roger Federer as a co-entrepreneur. Swiatek and Shelton will both be wearing On Running shoes on the court from now on. Swiatek previously had a partnership with ASICS while Ben Shelton used to wear New Balance on the court. Both players will debut their new apparel at the upcoming Miami Open. The partnership will eventually see both players sport On apparel from head to toe on the courts. Federer had invested in the Swiss company back in 2021. Iga Swiatek, spoke about joining On Running, commenting, "I’m happy the On team believes in me as an athlete and a person. We plan to grow, develop and make an impact together. You’ll see me in totally new outfits during my next matches and I hope you like it as much as I do. 'And what’s more exciting is that we started to work on my shoes which are crucial in my job and will complement my style of play, giving me everything I need on court. As the process of designing unique shoes takes time, you’ll see me in On shoes later during the year. And when you do… it’s gonna be huge.”