5 Fashion Licensing Deals that have happened in IPL 2020

SPORTS

BY - Vaishnavi Gupta
Associate Editor, IndianRetailer.com & Retailer Media Oct, 21 2020 /

1118

/ 6 MIN READ

The craze and excitement for The Indian Premier League in India are unparalleled. Cricket is more than just a sport it is more like a religion in our country. Teams in IPL have a very loyal & hardcore fan following. This is a huge factor why even during such difficult times when a pandemic has struck the world & affected each and every country regardless of its economic development, IPL in UAE is still able to be such a success.

The opening match of the 13th edition of the Indian Premier League was watched by 20 crore people. LetsOTT, a Malaysian-based digital media company said as many as 8.1 million concurrent viewers logged on to Disney + Hotstar to watch the first match of Indian Premier League (IPL), 2020.

IPL has acted as a savior for various companies during these tough times as more & more companies try to associate with various teams of IPL as this helps them in providing better marketing & promotional opportunities to these companies to showcase their products & most of all make money through manufacturing & selling the merchandise of their respective associated teams.

Performax, The Official Jersey Partners Mumbai Indians

Lightweight, functional, durable, and stylish brand Performax is designed by the French design house-Carlin to support and equip athletes to achieve optimal performance. They are the official jersey partners of Mumbai Indians and deal in merchandise such as Men's Match Jersey, Silicon Wristbands, MI Cotton Polo, MI Travel Polo, MI Practice Jersey, MI Men’s Sports Cap.

SEVEN becomes Official Merchandising Partner of The Champions from Chepauk: Chennai Super Kings

Seven, a homegrown fitness and active lifestyle brand and deals in footwear, apparel, and accessories are the official merchandising, clothing, and kitting partners of Chennai Super Kings. The SEVEN Official IPL Collection includes the official team outfit of Jersey, Lowers, and supporting accessories. The collection also includes the team training/workout apparel and accessories; shorts, jersey, lowers, and caps. The entire range is made of 100% Polyester, Breathable, Skin Friendly, Antibacterial, and Antistatic material.

Alcis Sports, The Official Kitting & Merchandising Partners Rajasthan Royals

They are the official kit and merchandise partners of the Rajasthan Royals and have been associated with the team since 2019. The company is providing all the merchandise related to Rajasthan Royals whether it be Track Pants, Shorts, Jerseys, Training Kits, Women Jerseys, fans wear tees, Polo shirts, Masks, etc.

Myntra, The Exclusive Fashion Partners Royal Challengers Bangalore

E-Commerce platform Myntra announced its partnership with the IPL franchise Royal Challengers Bangalore, to be their exclusive fashion partners for this year's edition of the Indian Premier League. Myntra will host a range of the latest cricket merchandise related to RCB on their platform & give ardent fans a chance to get their hands on the latest RCB jersey to join the excitement. Myntra’s logo will be displayed on the upper right chest of Virat Kohli’s team jersey throughout the tournament.

SPORTS

Toy Brands Expand Beyond Play with Strategic Collaborations

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Apr, 06 2026 / 15 MIN READ

Toy Brands Expand Beyond Play with Strategic Collaborations

The global toy industry is no longer limited to shelves in retail stores. It has evolved into a powerful intellectual property (IP) ecosystem where collaborations across entertainment, gaming, fashion, music, and even beauty are shaping new revenue streams. Today, leading toy brands are leveraging licensing deals to stay culturally relevant, expand audiences, and unlock cross-industry growth.

From blockbuster entertainment tie-ups to immersive gaming integrations, these partnerships highlight how toys are becoming central to a broader consumer ecosystem. Here’s a closer look at some of the most notable collaborations driving this transformation.

Lego X FIFA World Cup 2026

The collaboration between LEGO and the FIFA World Cup 2026 was positioned as a global campaign aimed at celebrating football through creativity and play. As part of its broader football-focused strategy, LEGO had partnered with leading international players, including Lionel Messi, Cristiano Ronaldo, Kylian Mbappé, and Vinícius Jr., featuring them in its LEGO Editions product line.

The initiative included themed building sets that captured iconic football moments, allowing fans to recreate and engage with the sport in a new format. It was supported by a global campaign film along with digital activations that drove audience engagement ahead of the tournament. LEGO had also extended the collaboration into experiential formats, including interactive fan zones and gaming-led experiences. Overall, the campaign reflected LEGO’s approach to combining sports licensing with storytelling and retail engagement to connect with younger audiences and football fans worldwide.

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Mattel X Disney

The collaboration between Mattel and Disney is a long-standing example of how toy brands can scale through entertainment licensing.

By leveraging Disney’s extensive portfolio of characters across franchises such as Marvel, Pixar, and Disney Princess, Mattel has consistently expanded its product lines. Dolls, action figures, and playsets based on iconic characters help the company maintain relevance across generations.

This partnership demonstrates the strength of character-driven licensing. For Mattel, it ensures consistent demand driven by film releases and streaming content, while Disney benefits from extended brand presence in the toy retail segment.

McFarlane X Hasbro

The collaboration between McFarlane Toys and Hasbro represents a unique intersection within the toy industry itself.

Rather than competing, these companies are exploring co-branded opportunities in collectibles and action figures. McFarlane, known for its detailed craftsmanship, complements Hasbro’s scale and distribution network.

This partnership highlights a growing trend where brands within the same category collaborate to cater to niche audiences, particularly collectors. It also reflects the increasing segmentation within the toy market, where premium and mass-market products coexist.

Roblox X Universal Music Group

Gaming and music are converging rapidly, and the collaboration between Roblox and Universal Music Group is a strong example of this shift.

Through this partnership, virtual concerts, artist integrations, and music-driven experiences are being introduced within Roblox’s metaverse-like environment. This creates new engagement formats where users can interact with music in immersive ways.

For toy and gaming brands, such collaborations extend beyond physical products. They enable digital monetisation through virtual goods, avatars, and experiences. This also aligns with changing consumer behaviour, where younger audiences spend more time in virtual ecosystems.

Nintendo X Lush

In a move that bridges gaming and beauty, Nintendo partnered with Lush to create themed bath and body products inspired by popular game franchises.

This collaboration demonstrates how IP can extend into lifestyle categories. By translating gaming elements into sensory experiences, the partnership appeals to both gamers and beauty consumers.

From a retail perspective, such cross-category licensing helps brands enter new segments without diluting their core identity. It also enhances in-store experiences, where themed collections can drive footfall and impulse purchases.

Crunchyroll X Epic Games

Anime and gaming audiences often overlap, making the collaboration between Crunchyroll and Epic Games a strategic fit.

By integrating anime content into gaming environments such as Fortnite, this partnership enables cross-platform storytelling. Characters, skins, and events inspired by anime franchises bring new dimensions to gameplay.

For the toy industry, this signals the growing importance of digital-first IP. Physical merchandise tied to these collaborations can further extend revenue streams, creating a seamless loop between digital engagement and retail sales.

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What This Means for India’s Retail Market

In India, where retail and entertainment consumption are both expanding rapidly, such collaborations present significant opportunities. The growing popularity of global franchises, coupled with increased digital adoption, makes the market conducive to licensed products.

Retailers can benefit by curating exclusive collections, launching themed experiences, and leveraging collaborations to drive store traffic. At the same time, local brands may explore partnerships with global IP owners to scale their presence.

SPORTS

Top Food and Beverage Brands Partnering with IPL Teams in India

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Apr, 01 2026 / 13 MIN READ

Top Food and Beverage Brands Partnering with IPL Teams in India

In India’s retail landscape, few platforms match the scale and cultural influence of the Indian Premier League. What began as a cricket tournament has evolved into a high-impact marketing ecosystem where brands compete for consumer attention during a tightly packed, high-engagement window. For food and beverage companies, IPL is not just about visibility; it is about timing consumption moments, driving impulse purchases, and embedding products into match-day rituals.

From snacks and chocolates to cloud kitchens and global beverage brands, collaborations with IPL teams are increasingly becoming sharper and more outcome-driven. These partnerships now go beyond logos and sponsorships, focusing on co-created campaigns, limited-edition offerings, and real-time digital engagement that directly influences buying behaviour.

The Baker’s Dozen X Royal Challengers Bengaluru

The collaboration between The Baker’s Dozen and Royal Challengers Bengaluru is built around premium positioning and conscious consumption. The Baker’s Dozen has used this association to align its clean-label, preservative-free product range with RCB’s urban and aspirational fan base. The campaigns focus on curated match-day snacking packs featuring sourdough breads, buns, and healthier bakery options that cater to consumers looking for better-for-you alternatives during binge-watching sessions.

The collaboration also extends into digital storytelling, where the brand connects cricket fandom with everyday eating habits. By integrating match-day moments with its product messaging, The Baker’s Dozen reinforces its positioning as a modern lifestyle brand rather than just a bakery.

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Olio Pizza X Rajasthan Royals

Olio Pizza has leveraged its partnership with Rajasthan Royals to drive real-time consumption through a digital-first approach. As a cloud kitchen brand, Olio Pizza’s strategy revolves around converting match viewership into immediate orders. The collaboration includes match-timed offers, team-themed pizza boxes, and app-exclusive deals that activate during key moments such as powerplays or match wins.

The brand also uses push notifications and in-app banners during live matches to create urgency, encouraging consumers to order while watching the game. This real-time engagement makes the partnership highly performance-driven.

Budweiser X Gujarat Titans, Mumbai Indians & More

Global beverage brand Budweiser has adopted a multi-team strategy by partnering with franchises like the Gujarat Titans and the Mumbai Indians. Unlike single-team collaborations, Budweiser’s approach focuses on scale and cultural integration. The brand activates across multiple cities through live screenings, music-led experiences, and social media campaigns that combine cricket with entertainment.

Its IPL campaigns often extend beyond match viewership into nightlife and social gatherings, positioning Budweiser as a companion to shared experiences. Digital watch parties, influencer collaborations, and fan contests further amplify engagement. From a business perspective, this multi-team association allows Budweiser to remain relevant across regions rather than being limited to one team’s geography.

Cornitoes X Delhi Capitals

Snack brand Cornitoes has partnered with Delhi Capitals to strengthen its positioning as a match-day essential. The collaboration focuses on high-visibility campaigns across retail shelves and digital platforms. Co-branded packaging, cricket-themed promotions, and influencer-led content are central to the strategy. The brand also runs contests and giveaways linked to match outcomes, increasing consumer participation.

Cornitoes leverages IPL to drive impulse buying, particularly in modern trade stores, e-commerce platforms, and quick commerce channels. The association with Delhi Capitals helps the brand build a strong connection in North India, where cricket fandom is highly engaged.

Cadbury X Mumbai Indians

The collaboration between Cadbury and Mumbai Indians stands out for its focus on emotional storytelling and mass appeal. Cadbury has consistently used cricket as a platform to celebrate shared moments, linking its products with joy, victories, and togetherness. The association with Mumbai Indians, one of the most successful IPL teams, reinforces this narrative.

Campaigns often revolve around fan emotions, encouraging people to celebrate match moments with Cadbury products. This emotional positioning allows the brand to connect across age groups and demographics.

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Closing Note

These collaborations highlight how food and beverage brands in India are using IPL not just for visibility, but for measurable business outcomes. By aligning with team identities, leveraging digital engagement, and integrating retail strategies, brands are turning cricket viewership into consumption.

As competition intensifies, the focus will continue to shift towards sharper targeting, real-time engagement, and deeper integration with consumer behaviour during the IPL season.

SPORTS

Sports Partnerships Driving the Next Wave of Brand Growth

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Mar, 21 2026 / 17 MIN READ

In today’s evolving marketing landscape, sports partnerships have moved far beyond logo placements and sponsorship boards. They have become strategic collaborations that blend technology, entertainment, culture, and consumer engagement. For brands, aligning with sports franchises and leagues offers access to highly loyal, global audiences. For sports organizations, these partnerships unlock new revenue streams and innovation opportunities.

From tech giants and lifestyle brands to FMCG players and entertainment platforms, companies are leveraging sports partnerships to build deeper consumer connections. A closer look at some of the most notable collaborations highlights how brands are redefining engagement in the sports ecosystem.

Google Pixel X Liverpool and Arsenal

One of the most prominent examples of tech integration in sports is the partnership between Google Pixel and leading football clubs Liverpool FC and Arsenal FC.

This collaboration goes beyond traditional sponsorship. Google Pixel has positioned itself as a technology partner, integrating its smartphone capabilities into fan engagement initiatives. From AI-powered photography features used to capture match-day moments to exclusive behind-the-scenes content, the partnership highlights how technology can enhance storytelling in sports.

For clubs, such collaborations enable digital transformation in fan communication. For Google, it provides a platform to demonstrate real-world applications of its products to a global audience that spans millions of fans across continents.

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LEGO X Formula One

The collaboration between LEGO India and Formula One introduces interactive, high-speed play events aimed at engaging children and families through experiential learning. Rolled out across cities such as Pune and Bengaluru, the initiative blends motorsport excitement with creative LEGO play, allowing participants to build, race, and simulate real Formula 1 experiences.

The events feature multiple activity zones, including racing challenges, pit-stop simulations, car design workshops, and virtual racing experiences. These hands-on formats are designed to enhance problem-solving skills while recreating the thrill of Formula 1 in a playful environment.

The initiative is part of a broader global partnership between LEGO and Formula One to expand fan engagement beyond the racetrack. By combining entertainment with learning, the collaboration aims to build early brand affinity among younger audiences while strengthening Formula One’s presence in India.

AMIRI x FC Barcelona

The collaboration between AMIRI and FC Barcelona marks a strategic blend of luxury fashion and global sports, debuting ahead of the Winter 2025 season. As part of a multi-year agreement, AMIRI has been named the club’s official formalwear partner through the 2029–30 season. The partnership will see the Los Angeles-based label design bespoke formalwear for both the men’s and women’s teams, along with club executives, to be worn during European fixtures and official events.

The collection draws inspiration from FC Barcelona’s iconic blaugrana colours, integrating deep navy tones, pinstripe tailoring, and structured overcoats for the winter lineup.

This collaboration reflects a broader trend of luxury brands aligning with sports franchises, positioning football as a cultural and lifestyle platform while reinforcing shared values of craftsmanship, creativity, and global identity.

NBA x PlayStation x UEFA Champions League

The collaboration involving the National Basketball Association, PlayStation, and the UEFA Champions League highlights the growing intersection of gaming and live sports.

Gaming has emerged as a key engagement channel, particularly among Gen Z audiences. By integrating gaming platforms with sports properties, these partnerships create multi-dimensional fan experiences. Whether through esports tournaments, virtual simulations, or co-branded campaigns, the objective is to keep fans engaged beyond match days.

For PlayStation, such collaborations reinforce its position at the center of interactive entertainment. For sports leagues, gaming offers a new avenue to attract younger audiences and extend their global reach.

Bisleri International X GMR Rugby Premier League

The partnership between Bisleri International and the GMR Rugby Premier League marks a strategic move to strengthen the brand’s presence in emerging sports in India. As the official hydration partner for the league’s inaugural season, Bisleri supports player performance while aligning with the league’s goal of promoting rugby in the country.

The Rugby Premier League, a franchise-based Rugby 7s tournament, kicked off in Mumbai and features six city-based teams, with 34 matches played over a 15-day window approved by World Rugby. The competition includes both Indian and international players, including Olympic medallists and world champions.

Through this collaboration, Bisleri aims to engage fans via content and on-ground experiences while expanding its sports marketing portfolio, which already includes multiple partnerships across disciplines.

National Football League X Crocs

The partnership between the National Football League and Crocs marks a multi-year licensing deal aimed at expanding fan engagement through lifestyle merchandise. The collaboration introduces the first-ever NFL x Crocs collection, featuring team-inspired footwear and customizable Jibbitz charms that allow fans to showcase their team loyalty beyond match days.

The initial launch included designs for 14 NFL teams, with plans to expand to all 32 franchises over time. The collection is centered around Crocs’ Classic Clog silhouette, reimagined with team colors, logos, and mascots to reflect gameday identity while maintaining everyday comfort.

Available across global retail platforms during the 2025 NFL season, the partnership also extends to additional product categories such as bags and limited-edition drops. Overall, the collaboration highlights the growing convergence of sports, fashion, and fan-driven merchandising.

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The evolving nature of sports partnerships reflects broader changes in consumer behavior and media consumption. As audiences seek more immersive and personalized experiences, brands and sports organizations are responding with innovative collaborations.

From Google Pixel enhancing fan storytelling to Spotify blending music with football culture, and from Bisleri International supporting emerging leagues in India to Crocs turning fandom into fashion, these partnerships illustrate the growing strategic importance of sports in the global marketing ecosystem.

SPORTS

IPL 2026: How Brand Collaborations Are Redefining the Business of Cricket

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Mar, 17 2026 / 10 MIN READ

The Indian Premier League has long evolved beyond just cricket—it’s now India’s biggest marketing playground. With IPL 2026 gearing up to capture millions of eyeballs once again, brands across sectors—from fintech to real estate and consumer electronics—are doubling down on high-impact partnerships with franchises.

This season’s collaborations reflect a deeper shift: 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.

Let’s take a closer look at the most talked-about IPL 2026 collaborations and what they signal for the future of sports marketing.

Royal Challengers Bengaluru X Nothing

One of the most exciting partnerships this season is between Royal Challengers Bengaluru (RCB) and London-based tech brand Nothing. As the title sponsor for IPL 2026, Nothing’s association signals a bold entry of new-age tech brands into mainstream cricket marketing.

RCB, fresh off its IPL 2025 championship win, already commands a massive and loyal fanbase. By partnering with a disruptive brand like Nothing—known for its minimalist design and cult-like following—the collaboration is poised to resonate strongly with younger, tech-savvy audiences.

This partnership highlights a growing trend: consumer tech brands leveraging cricket to build emotional connections, not just visibility. Expect immersive fan experiences, digital-first campaigns, and co-branded merchandise that blend innovation with fandom.

Delhi Capitals X Hero FinCorp

The collaboration between Delhi Capitals and Hero FinCorp underscores how financial institutions are increasingly tapping into cricket to drive trust and visibility.

For a brand like Hero FinCorp, IPL offers unmatched reach across India’s diverse consumer base. Associating with Delhi Capitals allows the company to position itself as accessible, youthful, and growth-oriented—key attributes in today’s competitive financial services landscape.

This partnership reflects a broader industry movement where NBFCs and fintech players are using sports platforms to humanize their brand and connect emotionally with consumers, rather than relying solely on traditional advertising.

Gujarat Titans X Birla Estates

In one of the most strategic collaborations of IPL 2026, Birla Estates has joined hands with Gujarat Titans as the team’s principal sponsor.

The partnership represents a strong alignment of values—innovation, performance, and community engagement. It also highlights how real estate brands are increasingly leveraging IPL’s scale to connect with aspirational homebuyers and urban audiences.

For Birla Estates, the association is more than visibility—it’s about storytelling. By aligning with a high-performing team like Gujarat Titans, the brand reinforces its positioning around excellence and trust while engaging millions of fans nationwide.

This collaboration also signals a key trend: real estate brands are moving beyond traditional marketing and embracing experiential, mass-engagement platforms like IPL to stay relevant.

Rajasthan Royals X Luminous Power Technologies

Energy brand Luminous continues to strengthen its presence in cricket through its association with Rajasthan Royals.

This collaboration is particularly interesting because it blends utility with aspiration. While Luminous operates in a functional category—power solutions—the IPL platform enables it to build a more lifestyle-oriented brand image.

By partnering with Rajasthan Royals, the brand taps into themes of resilience, performance, and reliability—qualities that mirror both cricket and its product offerings.

Such partnerships show how even traditionally “non-glamorous” categories can leverage sports to build emotional brand narratives and consumer recall.

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Game-Changing Power Plays: Top Sportswear Brand Collaborations to Know

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Dec, 31 2025 / 274 MIN READ

In today’s dynamic sports landscape, collaborations between sportswear brands and powerful sporting entities are doing far more than creating stylish jerseys or eye-catching merchandise. They are shaping narratives, fueling fan emotions, and redefining the very culture of sports and fitness worldwide. These partnerships blend performance-driven innovation with strong storytelling—bringing athletes superior gear, giving fans a deeper sense of identity, and enabling brands to create experiences far beyond traditional sponsorships.

From international football giants to rapidly rising Indian leagues and evolving fitness ecosystems, these collaborations are strengthening connections between brands, players, and communities.

Here’s a closer look at the Top 5 Sportswear Brand Collaborations that are leaving a powerful impact on the global sports and fitness arena.

Reebok X NorthEast United FC

The Reebok X NorthEast United FC collaboration marks a major milestone in Indian football, blending global sportswear expertise with regional passion and pride. In July 2025, Reebok announced a strategic partnership with NorthEast United FC (NEUFC)—the Indian Super League club owned by actor-producer John Abraham and reigning 2024 Durand Cup champions. This alliance is part of Reebok’s global football push, aligning with its partnerships with iconic clubs like Botafogo (Brazil) and Charlton Athletic (England), and aims to establish Reebok as a brand of choice in the sport. NEUFC, representing the eight Northeastern states of India, stands as a symbol of unity, cultural identity, and passionate fan following.

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Technosport X Dabang Delhi Kabaddi Club

The Technosport X Dabang Delhi Kabaddi Club (DDKC) collaboration stands out as a defining moment in India’s domestic sportswear and kabaddi landscape. In September 2025, TechnoSport was announced as the Official Kit Partner and Powered By Sponsor of Dabang Delhi K.C. for Pro Kabaddi League (PKL) Season 12—a partnership that marries high-intensity sport with cutting-edge activewear innovation. Kabaddi is a sport rooted in agility, strength, and relentless physical demand. Recognising this, TechnoSport has equipped Dabang Delhi athletes with performance kits engineered for peak endurance and comfort. The apparel features next-gen fabric technologies, including UPF50+ sun protection, anti-bacterial and odour-free finishes, moisture-wicking properties, and four-way stretch for maximum flexibility.

Adidas X Manchester United

The Adidas X Manchester United collaboration is one of the most iconic and enduring partnerships in global football, seamlessly blending elite performance with cultural influence. Adidas served as the official kit supplier for Manchester United, delivering cutting-edge technical apparel and merchandise that resonated with both players and fans worldwide. This relationship has been continually strengthened over the years, with Adidas recently unveiling an official Manchester United fan jersey tailored for the Indian market, priced accessibly and made widely available to supporters across multiple cities through major retail platforms—bringing the club closer to its passionate Indian fanbase.

Lululemon X National Football League (NFL)

The Lululemon X NFL collaboration marks a bold and historic move in the world of sportswear, representing Lululemon’s first-ever officially licensed apparel collection with a major sports league. This partnership with the National Football League (NFL) sees the Canadian activewear giant stepping beyond its yoga and wellness roots to enter the world of professional football merchandise—a space traditionally dominated by performance brands. Launched in October 2025, the collection covers all 32 NFL teams, offering fans a premium range of men’s and women’s apparel and accessories featuring official team logos and colours. Key pieces are drawn from Lululemon’s beloved silhouettes—such as Align, Scuba, Define, and Steady State—reimagined with team branding for everyday wear that blends comfort with a strong sense of fan identity.

Decathlon X Playo

The Decathlon X Playo partnership is reshaping how Indians engage with sport, making the journey from discovering a venue to playing on the field more seamless and accessible than ever. Anchored in Decathlon’s core philosophy of “Sports for All,” this strategic collaboration with Playo—one of the world’s largest sports community platforms—strengthens both brands’ commitment to fostering active lifestyles nationwide. Under the partnership, 36 Decathlon Playgrounds are now live on the Playo app and website, allowing users to discover, book, and play sports venues up to 20 days in advance across a pan-India footprint. This integration brings Playo’s intuitive digital booking experience together with Decathlon’s trusted, affordable, and well-managed sports facilities.

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From strengthening professional leagues to empowering grassroots participation, these collaborations highlight how sportswear brands are thinking beyond traditional sponsorships. They are investing in athlete performance, community engagement, innovation, lifestyle integration, and emotional connection with fans.

SPORTS

Top Food & Beverage Collaborating with IPL Teams

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Nov, 29 2025 / 1718 MIN READ

Top Food & Beverage Collaborating with IPL Teams

Sports have always been a favourite passion point for millions, especially when it comes to cricket. Fans eagerly wait for the IPL season each year—some glued to their screens, others rushing to stadiums to feel the roar of the crowd in person. The thrill, the enthusiasm, the sheer chaos of live cricket is an emotion that’s hard to put into words. And brands understand this connection perfectly. They know how deeply fans relate to their favourite teams and iconic players—and they step in to offer exactly what audiences love.

You’re watching your favourite player walk onto the field, smashing boundaries… but wait—what’s missing? Your go-to snack or the drink you always team up with every big match moment. Not anymore. The Food & Beverage industry is entering the game stronger than ever, joining hands with IPL teams to elevate the match-day experience. From Cornitos to Olio Pizza to Sprite, brands are collaborating with top franchises—supporting the teams while showcasing their products in the perfect setting: right in the middle of India’s most-watched sporting extravaganza.

Sprite X Lucknow Super Giants

Sprite has officially entered the IPL arena with a three-year deal as the official beverage partner of Lucknow Super Giants. As part of the collaboration, Sprite aims to deepen its presence in Uttar Pradesh — a priority growth market for the brand — leveraging support from regional bottling partners such as SLMG Beverages and Moon Beverages. This tie-up will bring Sprite’s signature “Thand Rakh” (stay cool) spirit to one of India’s most-watched sporting platforms, increasing engagement among Gen-Z and cricket-first audiences.

For LSG, the partnership offers an opportunity to enhance fan experience both on-ground and off-field. This collaboration marks a strategic move by Sprite to align with the high-impact, high-emotion environment of IPL matches — bringing refreshment at the exact moments fans crave it the most.

HELL Energy Drink X Punjab Kings

HELL Energy Drink has entered into a three-year agreement with Punjab Kings as the team’s official energy drink partner, with the partnership starting from the Indian Premier League (IPL) 2026. As part of the agreement, the HELL Energy Drink logo will appear on the back of players’ helmets and caps, ensuring high visibility both on-field and in broadcast replays. Beyond branding, the partnership includes hydration-led integrations, in-stadium visibility, and fan-facing promotional activities throughout the tournament.

Notably, the collaboration isn’t just about match-day visibility — it also includes a commitment to grassroots cricket development in Punjab, aiming to nurture emerging local talent through joint talent-hunt programmes with Punjab Kings.

Bisleri International X Delhi Capitals

Global beverage giant Bisleri International has announced its partnership with IPL team Delhi Capitals, alongside five other franchises — Gujarat Titans, Mumbai Indians, Rajasthan Royals, and Royal Challengers Bangalore. Stepping in as the official hydration partner, Bisleri strengthens its presence across India’s biggest cricketing battlegrounds, ensuring players stay refreshed while fans stay connected to the brand they trust. With this association, Bisleri doesn’t just aim to supply water — the brand reinforces its message of purity, health, and hydration, especially during high-intensity matches that test both players and fans.

For fans and players alike, this partnership ensures that when the action heats up on the field, Bisleri stays close at hand — delivering safe, trusted hydration, whether in dugouts or at home, during nail-biting finishes or celebratory wins.

TownBus X Royal Challengers Bengaluru

TownBus, the popular snacking brand from Bengaluru-based FMCG giant GRB Dairy Foods Pvt. Ltd., had announced its partnership with Royal Challengers Bengaluru a few months ago, coming on board as the team’s official snacking partner for the T20 2025 season. Known for its authentic South Indian snacks — from crispy murukkus to flavourful traditional mixtures — TownBus brings the taste of homegrown nostalgia to the high-energy world of IPL. As part of this collaboration, TownBus and RCB will roll out several co-branded activities, exclusive fan-engagement events, and in-stadium promotions. The aim is to make TownBus snacks an integral part of the match-day experience for fans — adding crunch to every boundary and flavour to every cheer.

From the RCB side, the team’s COO welcomed the partnership, noting that TownBus’s commitment to quality and authenticity aligns with RCB’s values — setting the stage for a flavorful and fan-friendly collaboration.

Olio Pizza X Rajasthan Royals

Olio Pizza, the premium pizza brand from Curefoods, announced its partnership with Rajasthan Royals as an official partner for IPL 2025, marking a flavorful new addition to the team’s fan experience. As part of the association, Olio Pizza has introduced exciting on-ground and off-ground activations, including dedicated pizza kiosks at RR’s home matches, immersive fan zones, and vibrant stadium branding. Ahead of the season, the brand also launched the “Olio Dugout with Rajasthan Royals,” a cricket-themed café in Jaipur offering co-branded menus, match screenings, team merchandise, and exclusive engagement opportunities for fans.

For Olio Pizza, this partnership strengthens its visibility among cricket enthusiasts while positioning the brand as a dynamic player in the sports F&B space.

Cornitos X Delhi Capitals

Cornitos, India’s leading nachos and premium snacks brand, became the official snack partner of Delhi Capitals ahead of the 2021 IPL season, with its logo featured on the team’s playing and training jerseys. The collaboration brought to life the “Crunch ka Superhero” campaign, spotlighting Cornitos’ economical nacho-crisp range and using DC players in engaging creative content. Through co-branded snack packs, match-day promotions, and pan-India distribution—especially targeting Tier-2 and Tier-3 cities—the partnership aimed to spread the joy of crunchy cricket-time snacking far and wide.

For fans, this meant cheering for Delhi Capitals with a perfect match-day companion; for Cornitos, it opened the wicket to national visibility and strengthened its presence among cricket-loving snackers across India.

The Perfect Pairing: Food, Beverages & the IPL Spirit

Food and beverage brands are no longer just advertisers during the IPL—they’re now a seamless part of the match experience. From hydration partners to snacking favourites, these collaborations elevate fan excitement and simultaneously boost brand visibility across India. Partnerships such as Sprite X Lucknow Super Giants, HELL Energy Drink X Punjab Kings, Bisleri X Delhi Capitals, Townbus X RCB, Olio Pizza X Rajasthan Royals, and Cornitos X Delhi Capitals demonstrate how strategic alliances strengthen brand presence while enhancing the overall IPL spirit.

FAQs: Top Food & Beverage Collaborating with IPL Teams

1. Why do Food & Beverage brands collaborate with IPL teams?

Collaboration isn't a new concept to the market; these days, many more brands collaborate with other industries to widen their reach.

2. How do IPL collaborations help in brand licensing for F&B companies?

Food & Beverage Brand collaborates with IPL Teams to promote to products across national and international levels.

3. What types of F&B brands typically partner with IPL teams?

Brands like Too Yum, Bisleri International, Cornitos, and others have partnered with IPL teams to elevate the experience of the fans.

4. What licensing opportunities do F&B brands get through IPL collaborations?

IPL collaborations open several high-impact licensing opportunities for F&B brands, allowing them to extend their presence beyond traditional advertising. These include co-branded product launches (such as limited-edition flavours, packaging, or collectible merchandise), exclusive stadium or team-themed food and beverage offerings, digital merchandise tied to fantasy leagues or fan engagement platforms, and rights to use team logos, players, and IP for marketing campaigns

SPORTS

When Fashion Meets Sports: The Collabs Turning Heads

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Nov, 24 2025 / 12 MIN READ

When Fashion Meets Sports: The Collabs Turning Heads

Fashion has become more than just clothing—it’s a statement, a lifestyle, and yes, a necessity in every corner of our lives. Heading to a party? You need a chic outfit, matching shoes, and the perfect accessories. Attending a sports event? Your look has to show team spirit while keeping you stylish. This is where collaborations come into play—a clever strategy that brands across industries are increasingly using to capture attention. Today, cross-industry partnerships aren’t just about selling products; they’re about creating experiences. Limited-edition collections now allow fans to express themselves, blending fashion with sports, culture, and even entertainment. When fashion meets sports, it’s no longer just about what you wear—it’s about being part of a movement, a lifestyle, and a conversation.

These collaborations are setting trends, turning jerseys into streetwear staples, sneakers into collector’s items, and sports events into fashion runways. The worlds of style and sport are no longer separate—they’ve fused, marking a new era of innovative, head-turning cross-industry partnerships.

Fashion Stepping Into the Sports Arena

In recent years, the line between fashion and sports has blurred, giving rise to collaborations that are reshaping both industries. Once limited to team jerseys and performance wear, sports apparel is now a canvas for creativity, style, and cultural expression. High-end fashion brands are teaming up with sports franchises, leagues, and athletes to produce limited-edition collections that appeal to fans, collectors, and fashion enthusiasts alike.

As more brands recognize the power of these partnerships, cross-industry collabs have evolved into a marketing phenomenon, turning traditional sports apparel into coveted lifestyle statements. Here’s a list of the top fashion-sports collaborations taking the industry to a whole new level.

adidas X Liverpool FC Reunion

Fashionable sports giant adidas entered the field a while ago, and its collaboration with Liverpool FC marked its first partnership in 13 years. The reunion for the 2025/26 season brings back the iconic three stripes, combining adidas’ signature performance innovation with Liverpool’s rich football heritage. The home kit features a dark strawberry-red base with classic white adidas stripes and the Liver Bird crest, complemented by matching red shorts and socks. Engineered for both style and performance, the match version uses lightweight, breathable fabrics, while the fan version incorporates sweat-wicking technology for comfort during everyday wear.

The collection was further enhanced with a Pre-Match shirt inspired by the Shankly Gates, a Z.N.E. double-knit “YNWA” hoodie, and limited-edition adidas Samba trainers, giving fans a versatile range of apparel that celebrates football and fashion alike.

TechnoSport X Pro Kabaddi League Season 12

TechnoSport made headlines by joining hands with Dabang Delhi K.C. as the Official Kit Partner and “Powered By” sponsor for Pro Kabaddi League Season 12. This collaboration brought together India’s homegrown activewear brand with one of the league’s most popular franchises, merging cutting-edge sportswear innovation with kabaddi’s dynamic spirit. TechnoSport provided the team with a full performance kit designed for high-intensity action, featuring advanced fabrics with UPF‑50+ protection, moisture-wicking technology, antibacterial finishes, and four-way stretch for maximum mobility.

Proprietary technologies like Matpiq, Ventmesh, Elastoplus, and Elastolite were incorporated, along with performance socks and caps, ensuring durability, flexibility, and breathability on the mat.

BLVCK Paris X UFC

Lifestyle brand BLVCK Paris, known for its “All Black Everything” aesthetic, recently partnered with UFC to drop a bold, all‑black capsule collection. The limited-edition line fuses BLVCK’s minimalist design with UFC’s ethos of discipline, endurance, and strength. The collection includes performance pieces like an Anti‑Sweat Sparring Tee and technical shorts, crafted for movement and breathability. There are also lifestyle staples: the Acid Wash Hoodie and Tee in premium cotton, a “Glory” Hoodie and Tee with bold graphics, plus accessories like a matte-black water bottle, an MMA-glove-shaped candle, and a signature teddy keychain.

The capsule launched globally on November 17, 2025, exclusively via BLVCK’s website. The highlighted products reflecting the collaboration include BLVCK x UFC Acid Wash Hoodie, BLVCK x UFC Glory Hoodie, and BLVCK x UFC Performance Shorts.

AMIRI x FC Barcelona

Luxury fashion house AMIRI has been named the official formalwear partner of FC Barcelona, in a five-year deal that runs through the 2029/30 season. Drawing on Barça’s iconic blaugrana heritage (deep navy, garnet), AMIRI will create bespoke suiting for both the men’s and women’s first teams, as well as the club’s executives and leadership. For Winter 2025, the collection features navy wool six-button overcoats, double-breasted jackets for men, single-breasted jackets for women, and gently flared pinstripe trousers — all styled with pinstripe poplin shirts, blaugrana-striped ties, and gold bar tie clips.

The summer line leans into sporty tailoring, with lightweight blousons, breathable knits, and embroidered touches that combine AMIRI’s California craftsmanship with Barça’s sporting spirit. This collaboration is a sophisticated fusion of elite sport and high fashion — celebrating precision, elegance, and shared ambition.

Crunchyroll X NBA

Crunchyroll has teamed up again with the NBA, TOHO Animation, NBALAB, and HYPERFLY to launch a bold new streetwear collection inspired by My Hero Academia. This second drop features seven fan-favourite anime heroes paired with iconic NBA teams: Izuku Midoriya with the Boston Celtics, Katsuki Bakugo with the New York Knicks, Ochaco Uraraka with the Miami Heat, Shoto Todoroki with the 76ers, Eijiro Kirishima with the Chicago Bulls, Endeavor with the Golden State Warriors, and Mirko with the Los Angeles Lakers.

The apparel lineup includes graphic T‑shirts and hoodies that beautifully fuse anime artistry with basketball culture, reflecting teamwork, heroism, and fandom. The collection is available through BoxLunch, select NBA Stores, and online, with a special launch at the NBA flagship store on Fifth Avenue during New York Comic Con.

The Role of Fashion in Sports

The intersection of fashion and sports is showing no signs of slowing down. Future collaborations are likely to push creative boundaries even further, exploring sustainability, digital fashion, and immersive fan experiences in the metaverse. Limited-edition drops, high-end streetwear collections, and cross-industry partnerships will continue to drive both engagement and sales.

FAQs on Fashion x Sports Collaborations

What does “fashion meets sports” mean in collaborations?

A lot of fashion labels these days partner with any sports team promoting the limited edition collection centered around the sports.

Why are fashion x sports collaborations trending?

These days, the concept of collaboration is trending a lot where different industries or brands collaborate to roll out limited edition collections.

What are the most popular types of fashion x sports collaborations?

The most popular types of fashion × sports collaborations fall into several key categories, depending on the target audience, purpose, and cultural trends. The popular types of fashion X Sports collaboration includes Adidas × Liverpool FC or Adidas × Real Madrid, AMIRI × FC Barcelona, BLVCK Paris × UFC, and more.

Which fashion brands collaborate most often with sports brands?

Several fashion brands have become known for frequent collaborations with sports brands, often merging streetwear, luxury, or lifestyle aesthetics with performance gear.

SPORTS

6 Epic Sports-Brand Tie-Ups Redefining the Game

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Oct, 27 2025 / 1619 MIN READ

Just like fashion, food, beauty, and every other industry, the sports scene has also seen significant evolution in recent years. When it comes to entertainment, sports take center stage. Fans today don’t just watch games—they live and breathe them. They admire their favorite athletes, follow their every move, every play, and seek ways to make sports a part of their daily lives. This growing fan engagement has somehow opened doors for brands to step into the sports space, creating unique collaborations that blend performance, style, and culture. From limited-edition footwear series to exclusive merchandise, sports-brand tie-ups are now redefining not only the way fans connect with their favorite teams but also the overall sports experience.

Recently, the trend of sports-brand collaborations has gone through some big transformations, with iconic partnerships spanning football, rugby, motorsports, kabaddi, and even lifestyle products. These collaborations are more than just marketing—they represent the intersection of athletic performance, fashion innovation, and fan culture.

Brands Taking a Step Ahead in the Sports Area

Presently, the global sports licensing market, valued at around $36.36 billion in 2024, is estimated to reach nearly $49 billion by 2030, based on how teams, leagues, and brands are embracing new ways to engage fans. Sports organizations are no longer confined to jerseys and merchandise; they have become cultural powerhouses, now partnering with fashion labels, lifestyle brands, and even entertainment giants to build deeper connections with audiences. Collaborations like these merge performance with creativity—transforming teams into lifestyle icons and athletes into global influencers.

Bisleri International X GMR Rugby Premier League

Bisleri International announced its involvement with the inaugural GMR Rugby Premier League as the league’s Official Hydration Partner, representing its ongoing commitment to sports and athlete well-being. The league, a franchise-based Rugby 7s competition featuring six city teams (Bengaluru Bravehearts, Chennai Bulls, Delhi Redz, Hyderabad Heroes, Kalinga Black Tigers, Mumbai Dreamers), began on June 15, 2025, in Mumbai at the Andheri Sports Complex. Bisleri’s marketing leader noted the tie-up is part of their broader sports-marketing portfolio of over 50 partnerships, and emphasized its premium hydration offering supporting top-tier athletes. With live broadcasts on Jio Hotstar, the league aims to bring international-level rugby to Indian audiences.

This tie-up adds to Bisleri’s expanding portfolio of 56 sports partnerships, further solidifying the brand’s leadership in hydration and lifestyle marketing.

National Football League X Crocs

The National Football League (NFL), the premier Football League in the United States, announced its partnership with the footwear brand Crocs, launching the first-ever NFL x Crocs Collection for fans worldwide. The collaborative edition featured the iconic Classic Clog customized in team colors, mascots, and logos, along with exclusive Jibbitz charms that capture the spirit of 14 NFL teams, including the Kansas City Chiefs, Dallas Cowboys, and Philadelphia Eagles. The collection was made available through the NFL’s and Croc’s official websites, Dick’s Sporting Goods, and select international retailers during the 2025 NFL season.

This partnership featured a blend of comfort and fandom, offering stylish yet functional footwear for game days and beyond. The NFL x Crocs Classic Clog is priced between $79.99 and $84.99 in the U.S., with team-logo Jibbitz charms available separately for $4.99 each.

adidas X Liverpool FC for 2025/26 Kits

Footwear brand adidas and Liverpool Fanclub unveiled their reunion to launch the club’s new Home and Away kits for the 2025/26 season, and this marks their first collaboration in 13 years. This renewed 10-year partnership celebrates heritage, performance, and innovation, bringing back the iconic three stripes to Anfield. The home kit featured a rich “dark strawberry red” tone with white adidas stripes, along with a crew-neck collar, and ribbed cuffs — presenting a modern tribute to classic Liverpool designs. Meanwhile, the away kit showcases a sleek off-white base with black and red detailing, with the club crest enclosed in a shield inspired by the historic 1906 Anfield Main Stand.

Priced at approximately €150 for the on-field version and €100 for the fan edition, the jerseys reflect premium craftsmanship and global appeal.

Frido X JSW for Pro Kabaddi League 2025

D2C ergonomic brand Frido gained the spotlight for its association with JSW Sports’ Haryana Steelers. The brand joined the league as its Official Comfort Partner. This collaboration is more than just traditional sponsorships—Frido’s advanced orthotic solutions, including kneecap supports, posture correctors, and wrist braces, were integrated into the team’s training, match-preparation, and recovery ecosystem to boost athlete performance, protect joints, and prevent injuries. This tie-up signals a growing trend of brands moving into performance and wellness territory within sports, rather than just branding alone. Frido’s range of ergonomic and orthotic products, featured in their partnership with JSW Sports for the Pro Kabaddi League 2025, is priced to cater to a wide segment of consumers.

Their arch support and comfort insoles are available from Rs 399 to Rs 1,799, depending on the model and features, while specialized products like heel pads, gel cushions, and high-performance sports insoles range from Rs 499 to Rs 1,499.

Jim Beam X Formula 1

Iconic bourbon brand Jim Beam partnered with the Cadillac Formula 1 Team, announcing its multi-year global partnership, marking a significant collaboration between two legendary American names in motorsport. The collaboration will see Jim Beam serving as the official spirits partner for the Cadillac Formula 1 Team as they enter the FIA Formula 1 World Championship in 2026, representing the first new addition to the grid since 2016. The collaboration aims to bring together the heritage and innovation of both brands, reaching new audiences and enhancing the global presence of Formula 1. Jim Beam’s founder famously transported a mason jar of his proprietary yeast—the living heart of his secret recipe—in his Cadillac every evening to protect it during Prohibition, a ritual that safeguarded the brand’s legacy

Today, Fred Noe, Jim Beam’s seventh-generation master distiller, continues to drive a Cadillac, honoring that legacy.

Manchester United x Balenciaga

The collaboration between Balenciaga and Manchester United represents a bold fusion of high fashion and football culture. Balenciaga, renowned for its avant-garde designs, has previously ventured into the football scene with collections like the 'Football Series 2024', which featured oversized jerseys and tracksuits inspired by various cities. While specific details about the Manchester United x Balenciaga collaboration are limited, this partnership is expected to blend Balenciaga's innovative aesthetics with Manchester United's rich football heritage, creating a unique line of merchandise that appeals to both fashion enthusiasts and football fans.

The collaboration pieces are available priced in the luxury range (roughly $79–US $188) based on currently visible listings.

The Power of Collaboration in Modern Sports

These partnerships showcase the dynamic intersection of sports, fashion, and culture, showcasing how brands leverage partnerships to reach diverse audiences and create innovative products. Whether it's through unique merchandise, fan experiences, or performance-enhancing gear, these partnerships are reshaping the sports industry and offering fans new ways to engage with their favorite teams and athletes.

SPORTS

The Big League: Top Sports Collaborations Making Headlines in 2025

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Sep, 23 2025 / 1857 MIN READ

The Big League: Top Sports Collaborations Making Headlines in 2025

Who isn’t a fan of sports! For enthusiasts, every match is more than just a game—it’s an emotion, a story of grit, and a celebration of their favorite teams and idol players. Beyond the thrill of the scoreboard, the sports industry itself is undergoing an exciting transformation. From star athletes teaming up with global brands to sports gear companies investing in Indian sports franchises, the playing field is no longer limited to the pitch or court—it extends into fashion, technology, and lifestyle. In 2025, these sports collaborations are reshaping how fans experience sports. They’re no longer limited to logos on jerseys or fleeting ad spots—instead, they blend performance with lifestyle, technology with culture, and passion with purpose. The result? A dynamic sports ecosystem where every partnership elevates the game, bringing fans closer to the action than ever before.

Let’s dive into the top sports collaborations making headlines in 2025 and discover how these sports sponsorship trends are redefining the game for players and fans alike.

Also Read - Agilitas Sports Appoints Saurav Ghosal as Director – High Performance Sports

Haier Appliances India X Gujarat Titans

Haier Appliances India, a brand known for blending affordability with premium quality, joined forces with the Gujarat Titans for the T20 League 2025 this April. Marking its debut collaboration with a league franchise, the move is part of Haier’s broader ‘Sport-o-Tainment’ strategy, designed to merge sports, entertainment, and consumer engagement in fresh ways. As the team’s Official Electronics Sponsor, Haier’s presence went beyond stadium branding. The partnership also extended into the digital space, with Haier stepping in as the Digital Streaming Sponsor on JioHotstar, ensuring visibility across millions of cricket fans who now follow the biggest sports event online as passionately as in the stands.

For the Gujarat Titans—one of the league’s fastest-growing franchises—the collaboration added momentum off the field, strengthening commercial presence while keeping fans at the center.

Bisleri International X GMR Rugby Premier League

Bisleri International partnered with the inaugural GMR Rugby Premier League (RPL) as its Official Hydration Partner, aligning with the league's mission to establish rugby in India. The RPL, a franchise-based Rugby 7s competition, commenced on June 15, 2025, at the Andheri Sports Complex in Mumbai. Six city-based teams, including Bengaluru Bravehearts, Chennai Bulls, Delhi Redz, Hyderabad Heroes, Kalinga Black Tigers, and Mumbai Dreamers, participated in the league. This collaboration underscores Bisleri's commitment to promoting health and wellness through sports.

For the league, the joint venture with Bisleri added credibility by emphasizing athlete well-being, while also enhancing the overall spectator experience. The collaboration created awareness around hydration in high-intensity sports, demonstrating how purposeful brand tie-ups are beginning to shape the rugby ecosystem in India.

Adidas X Liverpool FC Reunion for 2025/26 Kits

In a significant move, global sportswear giant adidas rejoined forces with Liverpool FC, marking their first collaboration in 13 years. This partnership featured the launch of the club's new Home and Away kits for the 2025/26 season, blending modern design with a nod to the club's rich history. The Home jersey featured a deep strawberry red base with white adidas stripes on the sleeves, complemented by a classic Liver Bird crest and a modern crew-neck collar. The Away jersey was designed with a cream off-white base with subtle black and red accents, paying homage to the club’s historic away kits.

Both jerseys incorporated adidas’ latest innovations, offering lightweight, breathable fabrics engineered to enhance airflow. This collaboration not only revitalizes a historic partnership but also underscores adidas's commitment to blending tradition with innovation in football apparel.

RR Kabel X Volleyball League 2025

RR Kabel, a prominent name in India's electrical sector, announced its partnership as the Title Sponsor for the fourth season of the Prime Volleyball League (PVL). The league, scheduled from October 2 to 26, 2025, will feature 38 matches across 21 match days, including double-headers, ensuring high-voltage action for fans. The top four teams will advance to the Semi-finals on October 24, leading to the grand finale on October 26. By supporting one of India’s fastest-growing sports, RR Kabel aims to extend its cultural presence beyond households and businesses, into the heart of sports fandom.

The partnership was announced at RR Kabel’s corporate office in Mumbai, where key stakeholders from both RR Kabel and the Prime Volleyball League gathered to officially seal the partnership and unveil the league’s match ball.

TechnoSport X Pro Kabaddi League Season 12

Indian activewear brand TechnoSport partnered with Dabang Delhi K.C., becoming the team's Official Kit Partner and Powered By Sponsor for Pro Kabaddi League (PKL) Season 12. This collaboration underscores TechnoSport's commitment to enhancing performance through innovation-driven sportswear. As the Official Kit Partner, TechnoSport provides Dabang Delhi K.C. players with high-performance kits crafted from advanced fabric technologies. These include features like UPF50+ sun protection, antibacterial and odor-free finishes, moisture-wicking properties, and four-way stretch for maximum agility and comfort.

The collaboration between TechnoSport and Dabang Delhi K.C. highlights the growing intersection of sports and fashion in India, where performance meets style. It sets a precedent for future partnerships aiming to elevate the standards of sports apparel and athlete performance.

Frido X JSW for Pro Kabaddi League 2025

In August 2025, ergonomic brand Frido joined forces with JSW Sports' Haryana Steelers as the Official Comfort Partner for the Pro Kabaddi League (PKL) Season 12. This collaboration marked a significant step in integrating orthotic innovation into the high-intensity sport of kabaddi. As part of the partnership, Frido offered advanced orthotic equipment, including kneecap supports, posture correctors, and wrist braces, aiming to enhance player performance and recovery. The integration of Frido's products into the team's training and recovery routines underscored the growing emphasis on sports science and preventive care in Indian sports.

This partnership not only highlighted the importance of athlete welfare but also set a precedent for future collaborations between sports teams and ergonomic brands, emphasizing the role of comfort and recovery in achieving sustained success in competitive sports.

Reebok X NorthEast United FC

In July, global sportswear giant Reebok announced a landmark partnership with NorthEast United FC (NEUFC), marking its return to Indian football. This collaboration aims to elevate the football experience for players and fans alike, blending performance, style, and regional pride. Owned by actor and sports enthusiast John Abraham, NEUFC has been a prominent club in the Indian Super League (ISL), known for its passionate fan base and cultural significance in Northeast India. Reebok's partnership with NEUFC signifies a strategic move to re-establish its presence in the Indian football landscape and resonate with the club's loyal supporters.

The collaboration resulted in unveiling the 2025–26 NEUFC kits, featuring bold designs that symbolize the club's identity and the region's rich heritage. The kits incorporate advanced fabric technologies to enhance player performance and comfort.

Collaborations Elevating the Sports Scenes in 2025

The sports industry in India is evolving rapidly, and 2025 has highlighted how strategic collaborations are driving this transformation. From Haier engaging Gujarat Titans fans digitally, adidas reviving its iconic Liverpool FC partnership, to Bisleri keeping rugby players hydrated and energized, these alliances go far beyond traditional sponsorships.

SPORTS

Top Limited Edition Watches Owned By Cricket Legends

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Sep, 12 2025 / 2034 MIN READ

Top Limited Edition Watches Owned By Cricket Legends

In India, cricket isn’t just a sport—it’s an emotion, a cultural heartbeat that unites millions. While the game captivates fans with electrifying matches and unforgettable moments, it also offers a window into the dazzling lifestyles of the players themselves. Beyond their on-field heroics, cricketers are style icons, trendsetters, and connoisseurs of luxury. Every prized possession they flaunt, from sleek cars to tailored suits, is a reflection of their personality. Yet, nothing speaks of elegance and legacy quite like a luxury watch. For stars like Virat Kohli, MS Dhoni, Hardik Pandya, Rohit Sharma, and KL Rahul, watches are more than timekeepers—they are statements of success, craftsmanship, and individuality. From Rolex and Patek Philippe to Audemars Piguet and Richard Mille, the connection between cricket’s biggest icons and rare, limited-edition watches has become a fascinating tale of luxury and lifestyle.

The article takes you through a closer look at the top limited-edition men's watch brands and their association with cricketers, exploring how these timepieces embody the essence of luxury and the spirit of cricket’s finest icons.

MS Dhoni – Rolex Day-Date 40 Olive Dial

MS Dhoni, admired worldwide for his composure and leadership, carries the same understated elegance in his choice of Top luxury watches. His prized possession, the Rolex Day-Date 40 Olive Dial, reflects prestige and timeless sophistication. Known as the “President’s Watch,” the Day-Date is crafted only in precious metals like 18k gold or platinum and has long been a symbol of authority and excellence.

In terms of pricing, the Rolex Day-Date 40 Olive Dial typically ranges between Rs 30 lakh and Rs 45 lakh in India, depending on the metal and configuration. Due to its exclusivity, availability is limited, and most pieces are sold through long waiting lists at authorised Rolex boutiques. In the secondary market, the price often climbs even higher because of its rarity and demand. For Dhoni, this watch is more than a timepiece—it’s a timeless emblem of success and legacy.

KL Rahul – Patek Philippe Aquanaut 5167R

KL Rahul’s watch collection reflects elegance combined with sporting flair, and the Patek Philippe Aquanaut 5167R-001 is a perfect embodiment of that. This luxurious model is crafted in 18K rose gold with a matching brown (or “chocolate”) embossed dial and a composite/rubber strap, offering both refinement and sporty utility. The case is 40mm in diameter, and it houses an automatic movement (Caliber 324 S C). It is water-resistant to 10 ATM and comes with a sapphire crystal. As for pricing in India, current listings on Chrono24 vary between Rs 6,600,000 and Rs 10,200,000, depending on condition, whether it’s a “full set” (with box & papers), whether it’s “like new” or pre-owned, and its origin.

Availability is very limited: authorised Patek Philippe boutiques often have long waiting lists, and most pieces are found in the secondary/grey market. Those listings carry premiums due to scarcity, import duties, and the prestige of owning such a sought-after model.

Virat Kohli – Patek Philippe Nautilus 5712

Virat Kohli’s choice of the Patek Philippe Nautilus 5712/1A-001 is a bold statement of sophisticated taste—melding sportiness with high complications. This stainless-steel model uses Patek’s in-house automatic calibre 240 PS IRM C LU, and includes a moon-phase display, date, small seconds, and power reserve. The case dimensions are ~40 × 38 mm with a polished steel bracelet, sapphire crystal, and water resistance up to about 6 ATM. As for price, Chrono24 listings in India show the 5712/1A-001 selling in many “pre-owned / used / full-set” conditions for Rs 90–110 lakh, depending on year, condition, and whether box & papers are included.

Availability is extremely limited. Authorized Patek dealers seldom have new pieces in stock for the 5712, and waiting lists can be long. Most of them are sourced via the secondary market, where prices carry large premiums.

Rohit Sharma – Audemars Piguet Royal Oak Perpetual Calendar

When India lifted the T20 World Cup, captain Rohit Sharma was spotted wearing one of the most coveted timepieces in haute horlogerie: the Audemars Piguet Royal Oak Perpetual Calendar. This model is a limited-edition gem, originally produced in very small numbers for the Japanese market, then released globally in 2021. Only about 150 extra pieces — beyond the original Japanese allocation — were made available. What makes this limited edition men's watch special is its titanium case and bracelet paired with a salmon Grand Tapisserie dial — a combo that’s rare and elegant. The watch features the perpetual calendar grand complication (day, date, week, moon-phase, leap year), powered by the in-house Calibre 5134 automatic movement, with around 40 hours of power reserve and water resistance up to 20 metres.

In India, after customs, taxes, and import duties, the all-in cost is said to be about Rs 1.5 crore ($180-200K depending on exchange and availability) for this piece. Availability is extremely limited: boutiques often have waiting lists, especially for such rare global-limited editions; most transactions happen via the secondary/grey market and carry premiums.

Hardik Pandya – Richard Mille RM27-04

Hardik Pandya recently made headlines when he showed up to an Asia Cup training session wearing the Richard Mille RM 27-04, a watch whose value reportedly stands at a staggering Rs 20 crore. That’s almost eight times more than the Asia Cup 2025 winner’s prize money of approximately Rs 2.6 crore. The RM 27-04 is a special, ultra-exclusive limited edition model made in collaboration with tennis legend Rafael Nadal. Only 50 pieces were ever produced worldwide, making it exceedingly rare and highly coveted among watch collectors.

Technically, the watch is built for high performance: it’s manual winding, tourbillon-equipped, shock-resistant, and designed with materials like titanium and advanced composites to keep weight down while ensuring durability.

Shubman Gill - Panerai Luminor 8 Giorni Ref. PAM00915

Shubman Gill, one of India’s brightest young batting stars, has been spotted wearing the Panerai Luminor 8 Giorni Ref. PAM00915, a watch that underscores both rugged elegance and utility. The PAM00915 features a 44 mm brushed stainless-steel cushion-shaped case, with a black dial marked by luminous Arabic numerals and hour indices, and a small seconds subdial at 9 o’clock. It’s powered by Panerai’s P.5000 hand-wound calibre, which offers an impressive 8-day (192-hour) power reserve via two barrels. The watch is water-resistant to 300 m and comes with a calfskin leather strap.

In terms of pricing, KapoorWatch notes that this model is priced in India at approximately Rs 6,20,000. Listings on platforms like Chrono24 tend to show prices between USD 5,500 to USD 8,500, depending on condition, provenance, whether it comes with box & papers, etc., which when converted and including import duties, could align with or exceed the Indian market listing.

Shreyas Iyer – Omega Constellation Ref. 123.20.38.21.03.001

Among his elegant watch picks, Shreyas Iyer has been seen wearing the Omega Constellation Ref. 123.20.38.21.03.001, a refined two-tone timepiece that blends sportiness with classic style. It features a 38 mm case, stainless steel with a rose gold bezel, a blue dial with sunburst or etched pattern, and Omega’s reliable automatic Caliber 8500 movement. The watch offers around a 60-hour power reserve, a sapphire crystal, and water resistance of about 100 meters.

On the pricing front, pre-owned listings in India for this model hover around Rs 10,41,500 (≈ Rs 10.4 lakh) on retailers such as Haute24, with some discounts or “like new” condition models going lower (Rs 8,39,000) depending on condition and completeness (box & papers). Availability is moderate: this reference is not “ultra-limited,” but being a desirable two-tone model means shops often don’t have large stocks.

More Than Minutes: Cricketers’ Eternal Style

Cricketers today are not just athletes—they’re global icons who influence fashion, lifestyle, and luxury trends. Their association with limited-edition watches from Rolex, Patek Philippe, Audemars Piguet, and Richard Mille underscores their stature and taste for exclusivity.

SPORTS

Top Athlete-Driven Nutrition & Wellness Collaborations in India

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Sep, 11 2025 / 1817 MIN READ

Top Athlete-Driven Nutrition & Wellness Collaborations in India

Health and wellness matter to everyone—no matter who you are, where you go, or what your daily routine looks like. But for athletes, it’s more than just a lifestyle choice; it’s the very backbone of their performance. Every run scored, every smash delivered, every goal defended comes down to one simple truth: a fit body fuels a winning spirit. Across India, the sports industry is witnessing a new wave of partnerships. Athletes are no longer just endorsers; they’re active participants in shaping how nutrition and wellness are perceived. Whether it’s cricketers investing in protein-focused startups, footballers lending their voice to healthier everyday foods, or badminton champions standing behind recovery-driven wellness brands, athlete brand partnerships go beyond marketing—they represent trust, shared values, and a commitment to peak performance.

The food and wellness industry, in turn, is finding in athletes the perfect ambassadors: role models whose discipline and credibility resonate with millions. Let’s take a closer look at some of the most impactful collaborations making waves in 2025.

Herbalife Nutrition X Cricketer Yashasvi Jaiswal

Cricketer Yashasvi Jaiswal

Earlier this year, premier nutrition and wellness brand, Herbalife India, announced its partnership with rising cricket sensation Yashasvi Jaiswal, a collaboration that continues to resonate strongly across the sports and wellness industry. Known for his remarkable journey from humble beginnings to becoming one of India’s most exciting young batsmen, Jaiswal embodies the very values Herbalife stands for—discipline, resilience, and performance fueled by proper nutrition.

The price range varies by product and quantity: Formula 1 Nutritional Shake Mix (500g) starts at around Rs 999, Personalized Protein Powder (400g) is available for approximately Rs 1,399, and the Afresh Energy Drink Mix (50g) is priced at around Rs 650.

BeastLife X Cricketer Rinku Singh

In April 2025, budding Indian nutrition startup BeastLife announced that cricketer Rinku Singh has come aboard not just as brand ambassador, but also as an investor. Singh has invested Rs 1.9 crore in BeastLife, valuing the brand at Rs 120 crore. What makes this partnership compelling is its deeper purpose: Rinku isn’t simply lending his image. The personality has committed to raising awareness about clean, reliable, science-backed supplements, especially for athletes and fitness enthusiasts in India who often confront questions about product safety and transparency.

With Rinku’s involvement, the brand aims to expand its product line, accelerate R&D, and strengthen distribution—all while reinforcing the trust athletes place in wellness brands. Within just over a year, the brand claims to have achieved Rs 50 crore in gross merchandise value (GMV), turned EBITDA-positive, and is now on track to reach an annual recurring revenue (ARR) of Rs 80 crore, while keeping marketing spends efficiently capped at 15 percent.

Optimum Nutrition X PV Sindhu

Optimum Nutrition, one of the world’s leading sports nutrition brands, strengthened its presence in India by partnering with PV Sindhu, the country’s celebrated badminton champion and double Olympic medallist. This collaboration reflects a shared commitment to fueling peak performance, with Sindhu embodying the discipline, resilience, and drive that Optimum Nutrition products are designed to support. As part of the association, Sindhu champions the role of high-quality supplements—such as whey protein, BCAAs, and recovery formulas—in sustaining endurance and aiding recovery after intense training sessions.

Optimum Nutrition products are available at varying price points, with bundles like Axar's Bestseller Bundle and The Shark Tank Box priced around Rs 999 for a collection, and individual 400g peanut butter jars starting at roughly Rs 359 after discounts.

Cricketer Axar Patel X FitFeast

All-rounder Axar Patel joined FitFeast as both investor and brand ambassador, marking a strategic collaboration aimed at transforming how India perceives protein-rich snacks. As a cricketer whose game depends on strength, endurance, and versatility, Axar resonates with FitFeast’s core values of excellence, health, and flavour. FitFeast already offers a wide portfolio of products—protein bars, shakes, chips, peanut butters—and is breaking the stereotype that protein foods are only for fitness enthusiasts. Instead, its goal is to make tasty, convenient, high-protein snacks part of everyday nutrition for everyone.

Patel himself has highlighted his personal connection to the brand, naming White Chocolate Peanut Butter and the Malai Kulfi Protein Shake as his favorites. FitFeast products are available at varying price points, with bundles like Axar's Bestseller Bundle and The Shark Tank Box priced around Rs 999 for a collection, and individual 400g peanut butter jars starting at roughly Rs 359 after discounts.

GNC X Pawan Sehrawat

GNC, the global wellness pioneer, joined forces with Kabaddi star Pawan Sehrawat in late 2023, not just to endorse but to genuinely support the sport and its underrepresented athletes. The collaboration seeks to transform the nutritional regimes of Kabaddi players who often lack access to premium supplements, offering wellness resources that elevate training, recovery, and agility on the mat.

The product line includes GNC Pro Performance 100 percent Whey Protein (4lb) priced at Rs 4,599, Creatine Monohydrate (250g) available for Rs 999, and Pro Performance Pre-Workout offered at Rs 1,299.

Dr Oetkar's X Indian footballer Rahul KP

global food innovation brand Dr. Oetker announced a collaboration with Indian footballer Rahul KP to promote its High-Protein Peanut Butter line. The partnership positions Dr. Oetker’s product as a performance-driven nutrition option—one that combines clean, plant-based protein with great taste. Rahul, known for his explosive pace, relentless effort, and sharp work ethic on the pitch, aligns naturally with Dr. Oetker’s vision of uncompromising quality and nutrition. As part of the collaboration, he features in the brand’s digital campaign that speaks directly to fitness-oriented youth and athletes who seek nourishing, high-protein fuel for training and recovery.

For Dr. Oetker, the tie-up was more than promotional—it reinforced the brand’s growing presence in India’s functional foods category. By associating with an emerging football star, the company successfully expanded its reach among younger audiences and sports communities, cementing the product’s image as both nutritious and aspirational.

UpUrFit X Cricketer Jonty Rhodes

In June 2025, legendary South African cricketer Jonty Rhodes became a strategic investor and brand ambassador for UpUrFit, an Indian sports & wellness startup founded in 2023. Rhodes is not just endorsing—he’s active in product development, helping UpUrFit deliver solutions around performance, recovery, and hygiene that are genuinely tailored for Indian athletes and fitness enthusiasts. UpUrFit was co-founded by entrepreneurs Munish Vig and Vikram Gunjal to fill gaps in India’s wellness market—especially for everyday athletes who train hard but often miss out on clean, effective, and accessible wellness products.

Rhodes’ feedback has already influenced upcoming launches, and with him on board, UpUrFit is positioning itself as a credible bridge between pro-level wellness and what everyday athletes need.

Hoop Wellness X PV Sindhu

PV Sindhu, the wonder woman of the sports sector, joined Indian wellness brand Hoop in July 2024 as both a strategic investor and brand ambassador. This collaboration highlights Hoop’s mission to modernize relief, recovery, and sleep solutions tailored for India’s evolving wellness needs. Sindhu, renowned for her rigorous training and discipline, personally experienced the benefits of Hoop’s offerings and emphasized how recovery and rest are as crucial as training for peak performance.

Through this partnership, Sindhu not only endorses the brand but also actively inspires a wider audience to adopt holistic wellness practices. By combining her credibility with Hoop’s innovative products, the collaboration strengthens the connection between sports excellence and everyday wellness in India.

Myprotein X Footballer Sandesh Jhingan

In June 2020, global sports nutrition brand Myprotein partnered with Indian football's star defender Sandesh Jhingan to promote the importance of nutrition for athletes and fitness enthusiasts alike. This collaboration aimed to educate the public on the significance of proper nutrition in achieving peak performance and maintaining a healthy lifestyle. Through this collaboration, Myprotein and Sandesh Jhingan aimed to inspire individuals across India to recognize the pivotal role of nutrition in achieving their fitness goals and enhancing overall well-being.

This tie-up strengthens the bridge between elite sports performance and accessible, high-quality wellness solutions in India. Key products include Impact Whey Protein (1kg) priced at Rs 1,399, Creatine Monohydrate (250g) available for Rs 999, and BCAA Powder (200g) priced at Rs 1,199.

Sports Meeting Wellness Segment

The rise of athlete-brand collaborations in India is more than a marketing trend—it’s a cultural shift. Cricketers, footballers, badminton champions, and kabaddi stars are stepping beyond the field to actively shape the wellness and nutrition landscape. From Herbalife supporting Yashasvi Jaiswal to PV Sindhu investing in Hoop Wellness and Sandesh Jhingan promoting Myprotein, these partnerships go beyond endorsements.

SPORTS

Cricket Meets Commerce: IPL 2025’s Biggest Brand Collaborations Revealed

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Mar, 27 2025 / 8 MIN READ

The Indian Premier League (IPL) has evolved into more than just a cricket tournament. It has become a festival of sports, entertainment, and business. Top brands are increasingly leveraging the IPL’s massive fan base to promote their products. Now entering its 18th year, the IPL stands as the world’s second-most valuable sports league. As the 2025 season approaches, IPL teams are not only strengthening their squads but also forging high-profile partnerships with global and Indian brands.

The upcoming season is set to witness groundbreaking collaborations, with brands like Third Wave Coffee, Nothing Technology, and Ludic joining forces with IPL teams. These partnerships go beyond traditional sponsorships, creating immersive fan experiences, innovative marketing campaigns, and brand synergies that redefine sports endorsements. Let’s explore how each team is aligning with top brands to make the 2025 season more exciting than ever.

Chennai Super Kings X Ludic

Ludic, a lifestyle brand renowned for its distinct and playful approach to fashion, has partnered with the Chennai Super Kings (CSK) as their official footwear partner for the 2025 and 2026 IPL seasons. The brand has introduced a special CSK-inspired footwear collection, including sneakers and sliders, enhancing the IPL experience for fans. Ludic will also set up exclusive kiosks at all CSK home games at Chepauk Stadium, creating deeper fan engagement. The CSK capsule is available on Ludic’s website, e-commerce platforms, and CSK’s digital store.

Mumbai Indians X The Sleep Company

Mumbai Indians (MI), one of the most high-profile IPL teams, are determined to reclaim their position at the top. In line with their focus on fitness, recovery, and overall well-being, they have partnered with The Sleep Company. This collaboration emphasizes the importance of rest for peak performance. A campaign titled "Jam ke soyenge, tabhi toh jam ke dhoyenge" celebrates this alliance, reinforcing the brand’s belief that quality sleep enhances performance. MI-branded mattresses, sofas, chairs, desks, and cushions are now available online and in select stores.

Rajasthan Royals X Minimalist & FanCode

The Rajasthan Royals (RR), known for their thrilling performances, are geared up for IPL 2025 with a strong mix of experienced players and young talents. To keep players protected during matches and training, RR has partnered with the science-backed skincare brand Minimalist, providing sunscreen products throughout the season. Additionally, FanCode Shop has become the team’s official merchandise partner, offering fans easy access to exclusive RR gear.

Lucknow Super Giants X Portronics

Founded in 2021, the Lucknow Super Giants (LSG) have quickly established themselves as a formidable force, reaching the playoffs in their first two seasons. Ahead of IPL 2025, they have made significant squad changes under the leadership of new captain Rishabh Pant. LSG has also signed a sponsorship deal with Portronics, a leading Indian consumer electronics brand. The Portronics logo will be prominently displayed on LSG jerseys, amplifying the brand’s visibility among cricket enthusiasts.

Royal Challengers Bengaluru & Gujarat Titans X boAt

Royal Challengers Bengaluru (RCB) and Gujarat Titans (GT) have faced off five times in the IPL, with RCB winning three matches and GT securing two victories. RCB also holds the record for the highest team total in IPL history, while GT is celebrated for its strategic gameplay. Audio and wearables brand boAt has strengthened its IPL presence by partnering with both teams. This collaboration extends boAt’s connection with cricket fans, offering engaging experiences through its audio devices and wearable technology.

Kolkata Knight Riders X TECNO

Kolkata Knight Riders (KKR), the defending champions, are among the most celebrated IPL teams, with three championship wins (2012, 2014, and 2024) and a passionate fanbase. TECNO, a leading tech brand, has partnered with KKR to enhance fan experiences through its smartphones, which provide seamless connectivity and advanced features. This partnership resonates with India’s tech-savvy youth, combining their interests in technology and cricket.

From fashion and fitness to technology and skincare, IPL 2025 is showcasing a dynamic fusion of sports and brands. These strategic partnerships not only amplify brand visibility but also create memorable experiences for millions of fans. As the cricketing action unfolds, these collaborations will undoubtedly play a pivotal role in making the 2025 season one for the books!

SPORTS

5 Celebrity Fitness Brands That Are Totally Crushing It

BY - Suryati Saxena
Web Content Writer, IndianRetailer.com & License India Mar, 20 2025 / 7 MIN READ

5 Celebrity Fitness Brands That Are Totally Crushing It

Forget boring gym routines—India’s fitness scene is getting a serious glow-up, thanks to your favorite celebs. From Hrithik Roshan’s HRX to Virat Kohli’s Chisel, these stars aren’t just hitting the gym; they’re owning it. And now? They’re inviting you to join the movement.

Why sweat it out in basic gear when you can train like a Bollywood star? Whether it’s high-performance activewear, intense workouts, or luxe fitness spaces, these celeb-backed brands are turning fitness into a full-on lifestyle. Ready to find out which star-powered label will fuel your fitness goals? Let’s dive in!

Star-Powered Fitness Brands Redefining the Industry

When celebrities collaborate with fitness brands, the results are remarkable. Fans often aspire to follow their favorite stars not just on screen but also in their fitness journeys. With celebrities lending their credibility and influence, these brands reach a broad, engaged audience.

HRX By Hrithik Roshan

Launched in 2013 by Bollywood’s fitness icon Hrithik Roshan, HRX is more than just a brand—it’s a movement. Aimed at inspiring India’s youth to push their limits and lead active lives, HRX offers a range of activewear, workout gear, and accessories. As India’s first celebrity-driven fitness label, HRX seamlessly combines innovation, style, and performance. The brand's rapid rise reflects the country's growing fitness culture. Today, HRX stands as a symbol of determination and self-improvement, encouraging millions to embrace fitness as a lifestyle.

Prowl By Tiger Shroff

Action star Tiger Shroff, known for his sculpted physique and incredible martial arts skills, introduced Prowl in 2018. This fitness label mirrors Shroff’s energetic persona and dedication to fitness. Prowl caters to those seeking stylish yet functional activewear that supports rigorous workouts and athleisure wear for everyday comfort. The brand's collections are designed for individuals who prioritize flexibility, performance, and style in their fitness journey.

Diva Yoga By Malaika Arora

Fitness enthusiast and entrepreneur Malaika Arora launched Diva Yoga, a premium yoga studio exclusively for women. Her unwavering belief in the transformative power of yoga inspired her to create a holistic wellness space that fosters mindfulness, strength, and flexibility. Diva Yoga offers personalized programs tailored to different fitness levels, making it accessible to beginners and seasoned practitioners alike. Malaika actively shares her yoga routines and wellness tips on social media, further promoting the benefits of yoga.

Chisel By Virat Kohli

Virat Kohli, India's cricketing legend, is renowned for his fitness dedication. His passion led him to invest in Chisel, a chain of cutting-edge gyms that launched in 2015. Chisel offers world-class training facilities and fitness programs like HIIT, CrossFit, and strength training under expert supervision. The brand aligns with Kohli's strict fitness regimen and inspires fitness enthusiasts to commit to healthier lifestyles. From modern workout spaces to premium sportswear, Chisel provides a complete fitness experience.

SportsFit Gym Chain By MS Dhoni

Cricket icon MS Dhoni, one of India’s fittest athletes, founded SportsFit to revolutionize fitness in India. With branches across New Delhi and neighboring regions, SportsFit offers a variety of training programs including Zumba, cardio workouts, and weight training. The gym chain’s philosophy reflects Dhoni’s disciplined fitness approach, focusing on endurance, strength, and overall well-being. Through SportsFit, Dhoni encourages people to adopt a consistent and active lifestyle.

Inspiring Millions to Stay Fit

These celebrity-backed fitness labels have not only set new benchmarks in the fitness industry but also inspired countless individuals to prioritize their health. From stylish activewear to world-class gym experiences, these brands are driving the fitness revolution in India. So, whether you're looking to break a sweat in style or embark on a transformative fitness journey, these labels offer the perfect motivation to get started!

SPORTS

Health Revolution

BY - Vaishnavi Gupta
Associate Editor, IndianRetailer.com & Retailer Media Jan, 08 2025 / 2 MIN READ

Rohit Sharma, one of India's most successful cricket captains, is expanding his influence off the field through a partnership with True Elements, launching a licensed brand called RS by True Elements. This collaboration aims to create a new line of healthy food products in the Indian market.

As the brand ambassador, Rohit Sharma will lead the development and marketing of RS by True Elements, alongside True Elements, a reputable homegrown brand known for its nutritious breakfast options and snacks. RISE Worldwide will manage the partnership by focusing on promoting transparency and quality in food choices.

“This is a great opportunity to launch RS by True Elements, as today's consumers prioritize knowing what they eat,” said Rohit Sharma. He expressed admiration for True Elements' commitment to its values and philosophy, stating that the partnership aims to provide consumers with healthier choices.

Puru Gupta, Co-Founder and CEO of True Elements remarked, “This is the first time a cricketer is licensing a health food brand in India. Rohit's authenticity in cricket reinforces our commitment to being 'True' and honest with our customers.” Gupta believes this collaboration will set a new standard in the industry, motivating the entire team to achieve greater heights.

SPORTS

Royal Cricket Fusion

BY - Vaishnavi Gupta
Associate Editor, IndianRetailer.com & Retailer Media Jan, 07 2025 / 2 MIN READ

Seagram’s Royal Stag has been in a long-standing partnership with the International Cricket Council (ICC), reaffirming its dedication to the sport and its global community of fans.

Royal Stag's collaboration with the ICC, which began in 2018, has successfully brought the brand closer to cricket fans through various campaigns like #ItStartsWithYou, #InItToWinIt, and #LargeHumaaraHai. The brand's 360-degree engagement, leveraging digital media and fan experiences, has kept its 'Live It Large' philosophy front and center.

Commenting on the partnership, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said, “Our journey with cricket started in 2000, and we have since strengthened our bond with the sport. We are thrilled to continue our association with the ICC, enabling us to deliver 'Live It Large' experiences to passionate cricket fans worldwide.”

ICC Chief Commercial Officer, Anurag Dahiya added, “We are excited to partner with Royal Stag for another four years. Together, we will redefine the fan experience, bringing people closer to the game.”

This partnership continues to position Royal Stag as a key player in the world of cricket sponsorship.

SPORTS

Cybeart’s Biggest Organic Brand Plug with PM Narendra Modi

BY - Imran Fazal
Features Editor, IndianRetailer.com & Retailer Media Apr, 17 2024 / 5 MIN READ

Recently, Prime Minister Narendra Modi met top Indian gamers of the country, and if you have a keen eye, you must have noticed that the Prime Minister was sitting on Cybeart gaming chairs. As soon as the video of the meeting went viral, Cybeart witnessed a 120 percent increase in weekly revenue.

It should be noted that the video of PM Modi meeting Indian gamers was first posted on PM Narendra Modi’s YouTube channel, which has over 22 million subscribers, and the video has garnered over 1 million views so far. This led to huge traction for the brand.

Cybeart's premium Apex Series - X11 Gray Chair was observed during the exclusive roundtable discussion featuring prominent personalities from India's Esports scene, including Animesh Agarwal (8Bit_Thug), Naman Mathur (Mortal), and Payal Dhare (PayalGaming), alongside Ganesh Gangadhar (SKRossi), Anshu Bisht (GamerFleet), Mithilesh Patankar (MythPat), and Tirth Mehta.

When reached for comment, Cybeart's spokesperson said, “As far as awareness of our brand is concerned, the results have been good. Now the brand has been recognized widely and is being acknowledged by people who didn’t know about our brand earlier. Due to this organic and indirect gesture, we have seen a surge of 20 percent in our impression rate since last week on Instagram.”

“Apart from that, we have also seen an increase in weekly revenue by 120 percent. That being said, it is very early to comment on the direct impact of the incident on our brand; we will know more in the coming days as the customer journey for us is long compared to other commodity-based products.”

Krutik Patel, Founder and CEO of Cybeart posted on LinkedIn, "Its a dream come true! Manifested this for sooo long to showcase Cybeart chairs to our Honorable Prime Minister Shri Narendra Modi ji. Cybeart chairs have finally made their way to the Prime Minister's residence, and it's an honour to see the most powerful man in India seated on the most powerful seat of India. Recently, PM Shri Narendra Modi ji met with some of India's top gaming creators and Esports athletes to host a talk show regarding the next stage of gaming industry."

The post further read, "A revolution is begining and the Indian Gaming Ecosystem is finally getting the recognition and support it needs to fuel the next stage of growth. We at Cybeart among many of our amazing partners are very proud to be one of the key stakeholders nurturing the growth of gaming industry from the ground up. We are very bullish on India and Cybeart will keep investing in the Indian gaming ecosystem."

It’s worth noting that The ‘Gaming Chair Market 2023-2027’ report by Technavio indicates that the gaming chair market size is projected to grow by USD 404.7 million between 2023 and 2027, with an accelerating CAGR of 7.2%. This growth is notably attributed to the health-related benefits associated with gaming chairs.

Cybeart is one of the leading manufacturer of comfortable and premium high-quality products across Canada, India, and the Middle East. Cybeart has established a formidable presence in India’s Esports and sports landscape through strategic partnerships with industry leaders such as Revenant Esports and Orangutan Esports, as well as cricket powerhouses like Mumbai Indians and Gujarat Titans.

SPORTS

Will Merchandising Save Sinking Esports Economy in India?

BY - Imran Fazal
Features Editor, IndianRetailer.com & Retailer Media Jan, 18 2024 / 14 MIN READ

Will Merchandising Save Sinking Esports Economy in India?

During and after the COVID era, it was considered a golden period for the Indian gaming industry. However, one must not overlook how the growth of the Indian esports industry struggled to grow, causing financial challenges for esports team owners in the country. The reason behind this slow growth was due to the limited options available for expanding revenue streams. Nevertheless, merchandising consistently remained a viable option for these esports teams, serving as a tool to periodically boost their income.

It should be noted that the Indian esports industry is expected to grow from $40 million in 2022 to $140 million by 2027, according to the State of India Gaming Report 2022 from AWS and Lumikai. The report found the number of esports players in India grew four-fold - from 150,000 in 2021 to 600,000 in 2022 - and is expected to grow 2.5 times over the next five years, reaching 1.5 million by 2027. Furthermore, esports revenue, currently at $0.04 billion, is a small segment but is likely to grow rapidly at a 32% CAGR through 2027.

Merchandising as a Revenue Stream

Varun Bhavnani, Chief Gaming Officer & Co-founder of Entity, stated, “Globally, Entity is among the top teams in the Dota 2 circuit, and every LAN event is a sales opportunity. We roughly sell about 80-90 percent of our drops at Dota 2 LAN events. The European division is doing great in that regard; we are partnered with a leading esports wear company, We Are Nations, that’s been a vendor for Valve events.”

Talking about the Indian merchandising market, Bhavnani said, “If tapped into the merchandising market in India correctly, we can produce substantial profits. Merchandise acts as a placeholder for branding, and that’s more revenue from the brand deals we get. This allows us entry into newer consumer bases. It boosts brand loyalty, especially when you’re in the competitive business of esports. That’s how I look at it, one tool to build and bolster the brand marketing facet.”

Devam “Dev” Vyas, Vice President at Gods Reign, said, “The merchandising and licensing segment is poised to become a significant contributor to our revenue growth as Gods Reign strategically prepares to launch its exclusive merchandise line. We have diligently worked on creating a seamless structure to ensure the delivery of diverse and attractive merchandise that will provide our fans with the best possible experience. Anticipating the imminent launch in the month of March, Gods Reign is committed to setting new standards in the esports industry with a compelling merchandise offering.”

Community Connect

With merchandising being at a very nascent stage for the esports team in India, Orangutan is hoping to generate 10-15 percent via merchandising to their overall revenue, Jai Shah, Co-founder of Orangutan said, “Last year we announced our partnership with Puma. Since then, we focused on a slow and steady way of introducing different forms of merchandise for our community. We want to ensure that at every step, we engage the community with new merchandise that we introduce and provide them with a seamless experience. We want to provide the best for our community and make them feel that they are valued and very important to the organization.”

He adds, “As for expansion, currently, we have launched our Home and Away Jerseys along with a travel polo. We aim to launch active-wear jackets and hoodies and get into many more SKUs. Furthering our plan for expansion in merchandising, we also hope to get into streetwear and apparel as time comes.”

Stressing on the importance of merchandising as an important revenue stream Shah said, “Merchandising helps everyone monetize their community, be it an individual creator/influencer or an organization. Merchandising is the first or the most basic step in which anyone can continue to stay connected with their community.”

Looking for Partnerships

Bhavnani of Entity said, “We have been popping off with our fanbase steadily in the domestic and international circuits. Nevertheless, we are actively looking for new vendors for licensed partnerships. In fact, we have found a few local manufacturers with good supply chains which I’m hoping to close by the end of the first quarter.”

He further said, “We see a lot of potential with the awareness of competitive gaming raising so many eyeballs in the region, which is helpful in our pursuit of finding meaningful connections. For now, we get our merch made from Planet Superheroes, which is a wholly-owned subsidiary of Nodwin Gaming.”

Vyas of God’s Reign said, “Looking ahead, our expansion plans include a nuanced and calculated approach towards broadening and deployment of an expansive and diverse merchandise portfolio, encompassing jerseys, oversized T-shirts, polo shirts, hoodies, jackets, sneakers, and other premium items. This initiative aligns with our commitment to delivering unparalleled quality and aesthetic appeal for the community.”

Vyas further stated, “Beyond the current portfolio, we envision introducing exclusive collaborations, limited-edition releases, and strategic partnerships to further diversify our range. As we uphold the tradition of having the most beautiful and premium jerseys in the country under the banner of Gods Reign, our future plans are geared towards not only sustaining but surpassing these standards across our entire merchandise spectrum.”

Facing Challenges

The Indian esports industry has been exposed to multiple challenges, mostly revolving around maintaining esports rosters. Inflated player salaries, limited brand sponsorship deals, a toxic fan base, and controversies related to cheating scandals have affected the Indian esports industry drastically.

Bhavnani, while elaborating on the challenges faced while expanding the merchandising business in India, said, “It is a bit of a challenge to make merchandising bring you revenue. We’ve tried partnering with a few vendors in the past like The Souled Store, but it didn’t work out for us. What I’ve learned from my conversations with such brands is that there are supply chain and warehousing issues, and as a brand, I will have to bear a huge capital to get my merch rolling.”

He further said, “While stall spaces at tournament venues are also one way to do the sales. Unfortunately, tournament organizers in India have not paid attention to this angle of brand activation yet. Stalls are only for gaming festivals and conventions for now, but I’m hoping we’ll get there someday. Hence we kept our drops limited and sometimes on demand. We are exploring the side of innovative designs in hoodies, jackets, and caps with our limited drops.”

Vyas said, “In addressing the ongoing challenges faced by esports organizations in India with regard to revenue growth, we at Gods Reign acknowledge the pivotal role that merchandising and licensing extensions play in advancing our brand within the domestic market. By leveraging these avenues, Gods Reign aims to tap into the passionate eSports community, creating deeper connections through exclusive and premium offerings, setting us apart as a trendsetter in the Indian gaming scene.”

Though merchandising is a wait and watch game for the Indian esports industry, the brand extension route can definitely pull the sinking revenues of esports team to newer heights.

SPORTS

Puma Signs Ace Sprinter Dutee Chand

BY - gargi
Aug, 09 2019 / 5 MIN READ

Global sports company PUMA has signed Indian professional sprinter and national champion Dutee Chand. Making it her first exclusive brand association, Dutee joins an impressive roster of world class PUMA athletes. The young sprinter will be equipped with custom-made performance gear to support her never-ending effort to become faster, stronger, and better every single day.

At only 23 years of age, Dutee has represented the country at national and international sporting events, winning several medals and breaking a fair share of records. Dutee is the 3rd Indian Woman ever to qualify for the Women’s 100m at the Summer Olympics. She is also the first Indian woman track and field athlete to clinch a gold medal in the World University Games by winning the women’s 100m dash in Napoli by clocking 11.32 seconds.

“This is my very first exclusive brand association and I’m thrilled that it’s with a company that has worked with legendary athletes like Usain Bolt, the fastest man alive,” said Dutee Chand. “It’s great to see PUMA encourage athletes across sporting fields and I’m humbled by their trust in me to represent the brand in India. This means a lot to me and I’m excited about my association with PUMA.”

Abhishek Ganguly, Managing Director, PUMA India said, “Dutee’s success is a result of a sheer display of her exceptional athletic capabilities and power on the track. Having rewritten the history of Indian sports in her explosive style, she represents everything we are as a brand. This partnership further reinforces our commitment to the sports ecosystem in India and we believe she will have a big influence in shaping the future of Track and Field in the country. We look forward to working with Dutee and being a part of her journey,”

Partnering with PUMA, Dutee Chand joins some of the world’s greatest track and field athletes?like legends?Tommie Smith, Maradona, Pelé, Usain Bolt and most recently, Karsten Warholm, Ejowvokoghene Divine Oduduru and Janeek Brown. Having achieved many firsts for India, Dutee’s dedication to the sport will continue to see her shine in everything she strives for, especially on the road to 2020.

“PUMA signing Dutee Chand has ensured that India’s fastest sprinter now has the best gear to back her up. We are pleased to have facilitated the association between Dutee and PUMA, who is synonymous to the brand’s success in India,” said Adil Mistry Partner, MAAT Jacks Entertainment, Sports and Lifestyle LLP.

SPORTS

Bradford to Help Build PGA of America Brand in India

BY - gargi
Mar, 06 2019 / 3 MIN READ

The PGA of America has entered into a partnership with Bradford Licensing for representation in the retail space in select international markets. Now Bradford License India will extend licensing the brand into the Indian Territory. As one of the world’s largest sports associations comprised of nearly 29,000 PGA of America Professionals recognized as the experts in teaching and growing the game of golf, the PGA of America has a powerful brand that appeals to a wide demographic globally.

Ashish Saxena, Business Head Bradford License India said, “The expansion and popularity of the sport in India continues to attract new fans and consumers alike. Additionally, with over 230 golf courses and influx in the pool of golfers, we feel confident that the timing is ripe to build the PGA brand in India.” With the goal of contributing to the lifestyle market, some of the licensing initiatives might be inventive in nature.

For example, realty developers are are researching the viability of wooing buyers by offering golf themed apartment complexes. These innovative marketing strategies are testament to the game’s increasing popularity. Such an upswing is indeed stirring demand for branded golf merchandise. “With golf’s worldwide following numbering in the hundreds of millions and PGA of America Professionals working in more than 30 countries around the world, tapping into myriad licensing partnerships is an exciting challenge,”noted Arjun Chowdri, Sr. Director Global & Corporate Strategy at the PGA of America. “We are delighted to be partners with Bradford Licensing in our worldwide licensing endeavors to help elevate the brand of the PGA of America and its Members overseas.”

SPORTS

Dream Theatre announces Real Madrid activewear range

BY - gargi
Oct, 17 2018 / 3 MIN READ

Dream Theatre announces Real Madrid activewear range

The licensed sports merchandise market is experiencing steady growth owing to the increase in health awareness and fitness activities. With a worth of 31.03 billion USD in 2017, the global market is pegged at 43.28 billion USD by 2023 with a CAGR of 5.7 per cent during the period. One of the major drivers for this market is increase in fitness activities that has swelled the spending on sports merchandise especially clothes and footwear.

Though dominated by frenzy for cricket, Indian market is gradually opening up for newer franchises and sports such as WWE, NBA, FIFA, Pro-kabbadi League etc. both in terms of viewership as well as licensed merchandise. Monetizing on this fad, Dream Theatre, which represents the Spanish, European and world football giants Real Madrid CF, has announced a licensed apparel range of the football club.

This announcement was made by Dream Theatre on their social media page and it mentions that the range would include active wear for men. The collection will be manufactured and retailed exclusively by Beevee Clothing, a bottom wear brand for men. With a presence in over 116 countries with more that 9800 licensed articles, Real Madrid enjoys high reputation in licensing and merchandising markets. The brand has around 158 licensees across the world and 37 million Real Madrid licensed products were sold in 2017. The top selling licensed product for this brand in India is the T-shirts so far.

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