Aditya Chaudhuri

In a major step towards its commitment to back women in the sports ecosystem, sports brand PUMA India announced Indian women’s cricket team captain Harmanpreet Kaur as its latest brand ambassador on January 30, 2023. Harmanpreet was on-boarded over a very unique and intriguing social experiment that uncovered the country’s overall mindset towards gender perception in sports. PUMA posted a cryptic teaser video of a player taking position at the stumps and quizzed the audience to guess PUMA’s next brand ambassador, on January 28, 2023. PUMA tracked comments of consumers on Instagram and Twitter, native shopping platform Puma.com and retail stores. PUMA then followed it up with a video that revealed Harmanpreet as its new brand ambassador, thereby breaking moulds, busting archetypes and creating a strong culture for women in cricket and overall sport. As part of the partnership terms, Harmanpreet will endorse the brand’s footwear, apparel and accessories through multiple activities and campaigns throughout the year. With this, Harmanpreet Kaur joins PUMA’s illustrious roster, which consists of some of the greatest names from the world of sports, including batting legend Virat Kohli, champion sprinter Usain Bolt, football stars Neymar Jr and Sunil Chhetri, celebrated boxer MC Mary Kom, cricketer Harleen Deol and Para-Shooter Avani Lekhara. The sports fraternity, especially PUMA’s ambassadors, came in full support of Harmanpreet’s grand entry and welcomed her with special messages on social media.

Indian consumer technology brand POCO has roped in Indian cricketer Hardik Pandya as a brand ambassador. As the face of the brand, Pandya will work with POCO to launch its latest smartphone model, the X-series, headlining through various advertisements and campaigns. POCO has stated that Pandya’s connection with the younger audience and appeal among the...

Swiss Formula One team Alfa Romeo have announced a new multi-year partnership with entertainment and lifestyle brand Stake. The new partnership will see Stake join as the Title Partner of the team; the team will therefore be renamed to “Alfa Romeo F1 Team Stake”.  Stake is aiming to reach out to wider audiences through this...

With all ten teams having confirmed their line-ups, let’s take a closer look at the line-ups and learn a little bit more about the drivers.  Red Bull Racing  Max Verstappen Two-time—and reigning—World Champion Max Verstappen has been with Red Bull since 2016. In March 2022, he signed a new contract extension which will see him...

Indian home-grown biryani and kebab brand, Biryani by Kilo have roped in star badminton player PV Sindhu as their brand ambassador. Sindhu who will be the face of the brand and headline multiple campaigns and advertisements for the brand, hails from Hyderabad, which is also known as the Biryani capital of the country. Vishal Jindal, Founder and Co- CEO, Biryani By Kilo, commented, "We are delighted to have PV Sindhu as the brand ambassador of Biryani by Kilo. Biryani and sports have a lot in common, both bring people together. Champions train tirelessly and consistently for years to be able to perform and win and so does BBK as a brand. Our association with her is a step towards strengthening the connection with our customers and reaching out to millions who admire and celebrate her excellence.” PV Sindhu spoke about her new partnership, stating, "I am happy to be associated with Biryani By Kilo as I have always been fond of their biryani, kebabs and curries. The brand is a pioneer in delivering fresh Handi Biryanis, Dum-cooked especially for each individual order. I look forward to a fruitful partnership with the brand.”

Italian Formula One team Ferrari have announced their roster for their Reserve and Development Drivers for the upcoming Formula One 2023 season. Ferrari have announced a total of four drivers who will support the team's main two drivers, Charles Leclerc and Carlos Sainz. The four drivers will be former Formula One driver Antonio Giovinazzi, Robert Shwartzman, both of whom will share the Reserve Driver role along as they will also work on Ferrari's new simulator, launched last year. Along with Giovinazzi and Shwartzman, Antonio Fuoco and Davide Rigon will work as Development Drivers, putting in the hours in the simulator. Fuoco is a Formula 2 race winner while Rigon races in the GT series. Giovinazzi has been a long standing member of the Ferrari Academy and has driven for Alfa Romeo for multiple seasons in Formula One. Robert Shwartzman meanwhile, another Ferrari Driver Academy member, was the Formula 2 runner-up last season.

British motor-racing team McLaren have announced an extension of their partnership with British sportswear brand Castore. The expansion of their partnership will see Castore continue on as the team’s Official Team Apparel and Sportswear Partner. McLaren and Castore, having first partnered in 2021, will continue their collaboration, with Castore continuing to provide teamwear and merchandise...

The Women’s Tennis Association (WTA) has teamed up with global sports, events and talent management firm IMG for the inaugural Mubadala Abu Dhabi Open, which will take place in February 2023. The tournament will be held at the Zayed Sports City’s International Tennis Centre in Abu Dhabi from February 5 to 12, 2023. The tournament...

French esports organisation Team Vitality has announced a new partnership with Danish sportswear brand Hummel.  The new three-year partnership will see Vitality and Hummel collaborate together on the “Let’s Play Together!” campaign. The campaign is aimed to reflect the values and importance of team spirit and performance. Hummel will also be providing the Vitality team...

American professional tennis player Sebastian Korda made his ATP debut at the New York Open in 2018. Son of former Australian Open champion Petr Korda, Sebastian has been involved with the sport from a young age. He won his first ATP Tour singles title in 2021, when he took down Marco Cecchinato at the Emilia-Romagna...