Marvel & Coca-Cola join forces for Super Bowl ad

Delhi Capitals has announced a strategic partnership with Livfast, one of the leading brands in energy storage solutions, naming it the Official Energy Partner for the upcoming season of India’s premier men’s T20 competition.

Through this collaboration, Livfast will energize the stadium experience, bringing the thrill of speed, power, and passion to fans. The partnership will be showcased through stadium branding, engaging match-day activations, and exclusive digital content. Additionally, fans will get access to behind-the-scenes interactions with Delhi Capitals’ top players, along with signed merchandise, giveaways, and meet-and-greet opportunities. Exciting contests and activations will further elevate fan engagement, making the cricketing experience even more immersive.

Sunil Gupta, CEO, Delhi Capitals said, “We are pleased to onboard Livfast as our Official Energy Partner for the upcoming season. Their commitment to innovation and efficiency aligns perfectly with the ethos of the Delhi Capitals, as we prepare for the new cycle with a renewed determination to succeed. We look forward to working closely to offer our fans the best of both worlds - off-the-field energy which powers on-field success."

Rakesh Malhotra, Founder, SAR Group highlighted, “Delhi Capitals electrify the field with their game, and at Livfast, we power lives with fast and efficient energy solutions. Our tagline, ‘Faster Hai Toh Hai,’ reflects our commitment to speed, reliability, and innovation, values we share with Delhi Capitals. This partnership is about fuelling the future, both in cricket and in energy solutions."

With this collaboration, Livfast and Delhi Capitals aim to enhance the fan experience, combining the energy of cricket with cutting-edge power solutions, ensuring an electrifying season ahead.

Royal Challengers Bengaluru (RCB) has renewed its partnership with ConfirmTkt, India’s train utility and ticketing platform, appointing it as the Official Train Ticketing Partner for the 2025 T20 season. This continued collaboration underscores both brands' commitment to enhancing the fan experience, seamlessly blending the excitement of cricket with convenient travel solutions.

As part of the partnership, ConfirmTkt’s brand logo will feature on the sleeve of RCB’s official and training jerseys, reinforcing its presence in the cricketing arena. To further engage fans, ConfirmTkt will launch a 360-degree marketing campaign across television, outdoor, and digital platforms, featuring RCB stars Virat Kohli, Rajat Patidar, and Krunal Pandya.

Building on the success of last season, ConfirmTkt is also bringing back its popular in-app game, "Ticket to Cricket," along with social media contests, giving fans a chance to win match tickets, signed merchandise, and travel vouchers.

Dinesh Kumar Kotha, CEO, ixigo Trains & ConfirmTkt said, “We look forward to another exciting season with RCB as we continue to simplify travel for cricket fans. This collaboration goes beyond just the game - it’s about bringing the excitement of cricket into every journey. Whether fans are traveling to catch a live match or celebrating victories on the go, we want to be a part of their experience, ensuring they stay connected to the action both on and off the field.”

 Rajesh Menon, COO, Royal Challengers Bengaluru shared, "We're thrilled to renew our partnership with ConfirmTkt. This collaboration will bring the excitement of cricket to every journey, ensuring our fans stay connected to the action and their favorite team."

As the T20 league enters its 18th season, with the last edition drawing over 54.6 crore television viewers, this partnership is set to amplify the cricket fever. Through this strategic collaboration, ConfirmTkt and RCB continue to bridge the gap between travel and sports, making the cricket season more immersive and accessible for fans across the country.

Skechers has announced its collaboration with Indian fast bowler Jasprit Bumrah, further expanding its footprint in the cricket world. As part of this partnership, Bumrah will compete in Skechers Cricket footwear and feature in marketing campaigns for the brand’s performance and lifestyle collections. He joins fellow cricketers Ishan Kishan and Yastika Bhatia, who have been associated with Skechers for the past year. Additionally, Skechers continues to be the official kit sponsor for Mumbai Indians.

Jasprit Bumrah stated, “I joined the Skechers family as they are known for blending comfort with cutting-edge innovation. Their wide range of offerings makes it a perfect fit for athletes who value performance without compromising on style, especially for bowlers like me. I’m proud to represent a brand that resonates with my approach to both cricket and life.”

Rahul Vira, CEO, Skechers South Asia said, “Jasprit Bumrah’s relentless pursuit of excellence perfectly aligns with Skechers' commitment to innovation and performance. Having him as part of the Skechers family adds to our stellar roster of ambassadors, including Yastika Bhatia and Ishan Kishan. The Skechers Team of athletes illustrates how the signature Comfort That Performs of Skechers Cricket footwear can help anyone’s game no matter what level you play. We’re excited to further elevate our journey in cricket and continue shaping the future of sports culture in India.”

As part of this collaboration, Bumrah will showcase the Skechers Cricket range, which includes full-spike and half-spike options. The Skechers Cricket Elite model, designed with 11 metal spikes, offers superior traction and stability, while the Skechers Cricket Blade, featuring seven metal spikes, ensures a balance of grip and agility for enhanced performance on the field.

Skechers’ association with cricket is part of its larger sports engagement, with global ambassadors across multiple disciplines, including football, basketball, golf, pickleball, and baseball. The brand’s cricket footwear collection is available at select Skechers retail stores and online.

Havmor Ice Cream, a subsidiary of LOTTE Wellfood, has extended its partnership with Gujarat Titans for the 2025 season. This renewed collaboration will introduce a range of exciting initiatives designed to engage fans, further strengthening the bond between the two brands. As part of this alliance, Havmor plans to launch new ice cream flavours and organize on-field activities, celebrating the essence and vibrant spirit of Gujarat.

For the upcoming season, Havmor will roll out cricket-themed campaigns, fostering a deeper connection with both cricket and ice cream enthusiasts. These initiatives aim to enhance the overall fan experience, uniting Gujarat Titans supporters through their mutual passion for the sport and frozen treats.

Komal Anand, Managing Director, Havmor Ice Cream expressed, “The collaboration with Gujarat Titans has grown into something truly special over the years, and we are eager to build on the trust and success we’ve already achieved together. The values that unite us—excellence, passion, and the pursuit of greatness—are at the heart of everything we do. Our goal is to extend that spirit of camaraderie to our consumers and create unforgettable experiences that reflect our shared love for cricket, the pride of Gujarat, and the joy of community.”

Arvinder Singh, COO, Gujarat Titans said, “Our on-field endeavours revolve around giving the fans a good match experience. Havmor, being a home brand, has already won the hearts of millions across the country with their innovative offerings. We are optimistic that this renewed partnership will boost the excitement for our fans and ensure they have a truly enjoyable time.”

Through this extended partnership, Havmor Ice Cream and Gujarat Titans aim to deliver a dynamic and engaging season, bringing fans closer to the game while indulging in delightful frozen treats.

In a landmark tribute to sporting excellence, Britannia Marie Gold has introduced the Avani Lekhara Special Edition, celebrating India’s first female athlete to win gold at both the Paris 2024 Games and the Tokyo 2020 Games. This initiative marks a historic moment for the brand, as it redesigns both its biscuit and packaging for the first time ever, reinforcing its long-standing philosophy of "Do More. Be More."

Adding another layer of tribute, the biscuits are also engraved with the precise position of her winning shots, offering Indians a tangible way to appreciate the immense skill and precision required in the sport of shooting. The packaging design further elevates this celebration, featuring a striking illustration of Avani Lekhara on the front—making her the first athlete to receive such an honor on a Britannia Marie Gold pack.

Avani, India's first female-athlete to win double gold at the Paris Games 2024 and Tokyo Games 2020, shared, “In shooting, perfection is measured in millimeters. I hope that by holding this biscuit, people understand the immense focus and precision it takes to win at the highest level. I’m honored that Britannia Marie Gold is celebrating this journey and inspiring young girls to aim high.”

Siddharth Gupta, General Manager, Marketing Britannia Industries added, “Britannia Marie Gold has always stood for women’s empowerment, celebrating their resilience and ambition. Avani’s achievement exemplifies what Indian women can accomplish when given the right opportunities. This special edition is a tribute to her and to every woman striving to make history.”

Tanvi Gandhi, Director at Little Button Films, remarked, “Avani doesn’t just break records—she breaks perceptions. Through the film and this campaign, our target was to make an invisible challenge visible, and we’re proud to create a film that does justice to air rifle shooting’s quiet dynamism and to the superstar/supergal that is Avani Lekhara.”

The Britannia Marie Gold Avani Lekhara Special Edition Pack will be available exclusively on Swiggy Instamart from March 7 across Mumbai, Bangalore, and Hyderabad, ensuring that millions of Indians can get a piece of history delivered to their doorstep in just 10 minutes.

This initiative cements Britannia Marie Gold’s legacy of empowering women while honoring one of India’s greatest sporting icons, inspiring the next generation to dream bigger and aim higher.

Japanese sportswear giant ASICS has unveiled its limited-edition race day merchandise as the official sports goods partner for the World Athletics Gold Label Race – TCS World 10K Bengaluru 2025. Inspired by the serene landscapes of Nandi Hills, the collection was launched digitally, revealing the official race day look ahead of the event, which is set to take place on Sunday, April 27, 2025. The exclusive collection is now available on the ASICS website and retail stores across India.

The TCS World 10K Bengaluru 2025 collection pays tribute to Nandi Hills, a symbol of endurance, resilience, and the pursuit of greatness. With its mist-covered peaks, lush greenery, and breathtaking sunrises, Nandi Hills has long been a destination for runners and adventurers alike. The Arctic Sky and Vapor color palette used in the collection captures the harmony between nature and performance, mirroring the spirit of perseverance that defines the event.

The race day Graphic Tee, crafted from 100 percent polyester interlock fabric, offers a lightweight, breathable, and sweat-wicking experience, ensuring optimal comfort throughout the run. Its unique design elements reflect the ethereal beauty of Nandi Hills, inspiring runners to embrace freedom of movement and the tranquility of nature.

The standout piece in the collection is the Novablast 5 Limited-Edition Running Shoe, featuring FF BLAST™ PLUS cushioning technology for enhanced bounce and responsiveness. Designed in a brilliant white sky colorway with subtle imprints of Nandi Hills, the shoe embodies the sensation of running ‘above the clouds’, perfectly complementing the essence of the event. More than just race gear, this limited-edition merchandise is a tribute to Bengaluru’s natural beauty and a symbol of athletic excellence.

Rajat Khurana, Managing Director, ASICS India & South Asia said, “We return humbled and excited as the official sports goods partner for TCS World 10K Bengaluru 2025 edition. As a landmark event for the running community, ASICS is thrilled to introduce this year’s limited-edition race day collection, inspired by the breathtaking landscapes of Nandi Hills. Our vision is to provide runners with not just apparel and footwear, but a complete race-day experience that resonates with the city’s vibrant running culture. The cutting-edge technology and thoughtful design of the merchandise will empower participants to run stronger, feel lighter, and truly embrace the spirit of movement.”

Vivek Singh, Joint MD, Procam International said, “ASICS has been a steadfast partner of the TCS World 10K Bengaluru, continuously elevating the running experience with state-of-the-art merchandise. The 2025 race day collection reflects the brand’s commitment to innovation and community-inspired running gear. As we gear up for another exciting edition of the race, we look forward to seeing participants celebrate the joy of running.” 

The official TCS World 10K Bengaluru 2025 race day merchandise is now available at ASICS flagship stores across India and online.

STAN, one of the leading gaming community startup backed by Nazara, has announced a groundbreaking partnership with FanCraze, the creator of ICC Crictos SuperTeam. This collaboration marks a first-of-its-kind initiative in the sports world, integrating FanCraze’s licensed digital collectibles of the International Cricket Council (ICC) with STAN’s dynamic community-driven ecosystem.

By combining FanCraze’s licensed ICC products with STAN’s interactive features, the partnership introduces a new era of digital engagement for cricket enthusiasts. Users will now have access to immersive experiences such as live audio rooms, influencer-led communities, quests, VIP events, and more. These activities will foster a deeper connection between fans, players, and the sport itself, allowing them to engage in digital ownership, collection, and gamified experiences like never before.

Parth Chadha, Founder & CEO, STAN said, "Cricket and games are more than just entertainment in India—they are a way of life. At STAN, we’ve built the largest online community in India, and now, with FanCraze, we’re creating an electrifying hub where users can play, compete, and celebrate cricket like never before. This will bring the STAN community closer to the action, the thrill, and rewards in a way that has never been done before!”

“We’re excited to team up with STAN to bring a fresh and innovative product to our users. By combining digital ownership and social gamification mechanics, we’re taking fandom to the next level. This partnership represents a major step toward creating a more interactive and immersive space for fans,” explained Anshum Bhambri, Founder & CEO, FanCraze. 

STAN has established itself as India’s premier digital playground for gamers, boasting over 20 million+ downloads and a creator network exceeding 1 million members. More than just a platform, STAN serves as a hub where gamers forge friendships, engage in epic battles, and thrive within vibrant communities. From heated game discussions and competitive Clubs to connecting with top creators, STAN is redefining digital interaction. The platform provides recognition, rewards, and an engaged community for gamers, while also offering creators, developers, and brands an avenue for meaningful engagement and growth.

ASICS, the Japanese sportswear brand, embraced the vibrant spirit of the running community as the official sports goods partner of the Apollo Tyres New Delhi Marathon. Celebrating its 10th edition, the marathon witnessed an overwhelming response, bringing together more than 25,000 participants from across the country, all united by their shared passion for running.

ASICS’ athlete Harmanjot Singh emerged victorious in the Half Marathon, further elevating the significance of this historic event. The remarkable 2025 edition of the marathon underscored ASICS' unwavering commitment to enhancing the holistic running experience. Through cutting-edge footwear, apparel, and accessories, the brand continues to promote an active lifestyle, empowering both elite athletes and casual runners to push beyond their limits. This innovative running gear embodies the true spirit of endurance that defines marathon running. As runners crossed the finish line, they carried forward a legacy that continues to shape and elevate Delhi’s fitness culture.

Rajat Khurana, Managing Director, ASICS India said, “We are delighted to continue this association with the Apollo Tyres New Delhi Marathon for the second consecutive year. This association reinforces ASICS’ vision of promoting wellness and an active lifestyle through running. At ASICS, we believe in the transformative power of running and its ability to inspire people to achieve their individual fitness goals. The overwhelming participation and spirit showcased by Harmanjot Singh, who claimed victory in the Half Marathon, truly embody our philosophy of ‘A Sound Mind in a Sound Body. We remain committed to supporting the running community in India and providing world-class performance gear to help athletes achieve their best.”

Nagraj Adiga, Chairman and Managing Director, NEB Sports added, “The partnership between ASICS and the Apollo Tyres New Delhi Marathon is a perfect synergy of performance, endurance, and dedication. ASICS’ commitment to providing world-class running gear elevates the race experience for participants and further strengthens India’s growing marathon culture. It’s truly humbling to witness participants from across India and beyond coming together in Delhi to be a part of this marathon event.”

ASICS’ remarkable expansion in the running space continues to solidify its position as the preferred choice among runners, professional athletes, and fitness enthusiasts worldwide. With a range of technologically advanced products and initiatives like the ASICS Running Club, the brand remains dedicated to fostering a supportive and inclusive running community across India.

Mumbai is all set to host Pokémon Run Mumbai 2025, marking the event’s debut in India at Jio World Garden, Bandra Kurla Complex (BKC). This immersive experience blends fitness, fandom, and community engagement, bringing together Pokémon enthusiasts of all ages for a day filled with adventure and excitement.

Participants can choose between a 2K or 5K fun run, traversing a specially designed route infused with Pokémon-themed elements. Every registered participant will receive an official race kit, which includes a t-shirt and exclusive goodies, along with a finisher’s medal upon completing the run.

The event is scheduled over two days at BKC, with the 2K fun run taking place on 1st March 2025, followed by the 5K fun run on 2nd March 2025. The venue gates open at 5:00 AM, featuring an energizing Zumba session at 6:30 AM, leading up to the official flag-off at 7:00 AM.

Registrations for Pokémon Run Mumbai 2025 are now open, with limited slots available. Enthusiasts can book their participation through the official Pokémon website or via BookMyShow.

Ahead of the main event, the excitement begins with the Pokémon Carnival, running from 27th February to 1st March. This pre-run festival allows participants to collect their race kits while also offering an interactive experience for Pokémon fans. Open to the public for a small entrance fee, the carnival features themed attractions, live entertainment, and engaging activities.

The venue will transform into a Pokémon wonderland, complete with interactive games, a Pikachu parade, meet-and-greet sessions with Pokémon characters, and exclusive merchandise zones showcasing limited-edition collectibles.

Susumu Fukunaga, Corporate Officer, The Pokémon Company said, "Pokémon Run represents a milestone in our evolving relationship with Indian audiences, where community-driven experiences shape how entertainment is consumed and celebrated. It is a perfect weekend plan for anyone who wants to spend an active day outdoors with kids, friends, and family. Whether you wish to run or simply enjoy an exciting day with music, dance, food, goodies, and of course, Pokémon, this event promises to entertain and energize you."

 P. Venkatraman, CEO, YouTooCanRun, the organising partner shared, “Pokémon Run aligns perfectly with our goal of promoting good health through fun and interactive events. We want people to discover the joy of staying active by offering them experiences that are unique and memorable, and what could be a better way to do that than having a chance to spend a fun time with Pokémon."

With a perfect fusion of fitness, entertainment, and fan engagement, Pokémon Run Mumbai 2025 promises to be an unforgettable experience for both runners and non-runners alike. Register now and be part of this one-of-a-kind adventure!

Solitario Diamonds, a well-known lab-grown diamond brand, has officially announced its partnership with the Gujarat Giants in the Women’s Premier League (WPL). This historic collaboration makes Solitario the first lab-grown diamond brand to associate with the world’s biggest women’s cricket tournament. With the WPL ranking as the third most-watched cricket event globally—following the IPL and ICC T20 World Cup—this partnership offers Solitario an unmatched opportunity to engage with millions of fans across India.

With Gujarat being the diamond capital of India, this association is a natural synergy between Solitario and the WPL, highlighting a shared appreciation for brilliance, resilience, and excellence. The partnership also serves as a tribute to women’s achievements across professions, celebrating their strength and determination on and off the field.

Ricky Vasandani, CEO & Co-Founder, Solitario Diamonds expressed, “We are incredibly proud to be associated with the Women’s Premier League, a tournament that is not just revolutionizing women’s cricket but also inspiring millions across the country. As a brand dedicated to brilliance and resilience, we see this partnership as a tribute to women who shine in every field. Just like our diamonds, these athletes embody strength, perseverance, and excellence.”

To commemorate this partnership, Solitario Diamonds will be hosting the entire Gujarat Giants team in Bengaluru on February 25th. During a special ceremony, CEO Ricky Vasandani will present each team member with an elegant tennis bracelet, symbolizing both strength and elegance—qualities that reflect both the athletes and the brand’s philosophy.

As part of a dynamic marketing campaign, Solitario Diamonds is set to make a significant impact across India. The brand will roll out an extensive promotional strategy, incorporating digital activations, out-of-home (OOH) advertising, and widespread bus branding in major cities such as Mumbai, Bengaluru, Lucknow, and Baroda. With stadium branding, in-game digital integrations, and high-impact activations, Solitario Diamonds will maintain a strong presence throughout the tournament. Additionally, the brand is leveraging digital platforms to ensure continuous engagement through live-streaming partnerships and social media campaigns, keeping fans connected with every thrilling moment of the WPL.

adidas has unveiled the next phase of its global brand campaign, continuing its mission to challenge negative pressures in sports and emphasize the transformative power of positivity. The new initiative, under the slogan "You Got This," aims to inspire athletes and sideline supporters to create a more encouraging and supportive environment in sports.

New global research highlights that nearly 80 percent of athletes face detrimental sideline behaviors that can affect their performance and lead them to drop out of sport altogether. adidas's latest campaign underscores the importance of positive relationships and influences from the sidelines, reinforcing that a supportive environment is crucial for athletes to thrive and believe in their potential.

The campaign film, set to launch ahead of the ICC Champions Trophy 2025, features prominent Indian cricketers including Hardik Pandya, Rohit Sharma, Suryakumar Yadav, Rishabh Pant, Kuldeep Yadav, and Virat Kohli. The film is paired with a reimagined version of "I’m Sticking With You" by musician and producer James Blake, capturing the essence of The Velvet Underground's classic song. It explores how encouragement from teammates, coaches, and fans helps athletes overcome pressure and succeed.

adidas’s campaign aims to unite its athlete ambassadors to inspire positive sideline behavior and highlight how collective support can change the game. By emphasizing how positivity extends from individuals to teams, communities, and cultures, adidas encourages the global sporting community to help athletes build self-belief.

The campaign is also informed by a global study revealing the 'Sideline Effect' — the impact of sideline behavior on athletes. As part of the initiative, adidas has introduced ‘Sideline Essentials,’ a guide that outlines how coaches, parents, teammates, and fans can provide the right kind of support to help athletes overcome self-doubt and strengthen their belief in their abilities.

Neelendra Singh, General Manager, adidas India commented, “At adidas, we have always been committed to standing by our athletes, both on and off the field. Recognizing that pressure is an inherent part of sports, our ‘You Got This’ campaign aims to motivate everyone to be a positive influence on every pitch, track, and court. Through this campaign, we hope to show how a positive gesture can transform self-doubt into self-belief, helping athletes believe 'You Got This.'”

The campaign will be rolled out across a variety of media platforms worldwide and will be further amplified with activations in adidas retail stores, ensuring that the message resonates with global audiences.

Riders Music Festival, one of the most exhilarating celebrations of biking culture, adventure, and music, is making a grand comeback after six years. The highly anticipated festival is set to take place on February 8th and 9th at Backyard, Sportsclub, Gurugram, promising an electrifying weekend for music lovers, adventure seekers, and biking enthusiasts alike.

The festival has announced Jim Beam as its Title Partner, with Parasafe joining as the Safety Partner. Additionally, Carlsberg and Ducati have come on board as Co-powered Partners, while the Bank of Maharashtra serves as the Banking Partner. These strategic collaborations aim to enhance the overall festival experience, bringing together the thrill of music and adventure.

Renowned for its unique fusion of high-energy performances and the spirit of the open road, the Riders Music Festival will feature an exciting array of activities. Attendees can immerse themselves in the stunt zone, explore gaming areas, and browse streetwear showcases, among other attractions. The music lineup is equally thrilling, featuring live performances from celebrated artists such as Amit Trivedi, Gurbax, Paradox, Seedhe Maut, Parvaaz, Prabhdeep, and Raman Negi.

Nisha Narayanan, Director & COO, Red FM & Magic FM shared, “At Red FM, we are committed to creating larger-than-life experiences, and the Riders Music Festival is the perfect platform for this. With the support of incredible partners, we are confident this edition promises to be an extraordinary event that brings together the vibrancy of music with the excitement of adventure.”

Rishi Walli, Senior Director Marketing, Suntory Global Spirits stated, “Through Jim Beam Club Sodas’ partnership with Riders Music Festival, we continue the brand’s long association with good music & its power to connect people. We are creating an experience that will make every moment Best Enjoyed Together. We can't wait for attendees to dive into the unforgettable journey we've crafted with RMF.”

Bipul Chandra, Managing Director, Ducati India said, "Ducati is thrilled to partner with the Rider Music Festival as the Superbike Partner, bringing together the passion for motorcycles and music. This collaboration reflects our commitment to creating unique experiences for our riding community called the Ducatisti and I am certain that Rider Music Festival will put on a great show for our clients, and other passionate motorcyclists in India. We wish them all the best."

Rajesh Poddar, CEO, ParaSafe added, “Parasafe, a company dedicated to revolutionizing road safety in India, is thrilled to partner with the Rider Music Festival. This event provides the perfect platform for us to showcase our innovative safety solutions, including our flagship Airbag Jeans and Vests, along with essential protective gear for all age groups. At Parasafe, we believe that safety should be a fundamental aspect of every journey, not an afterthought. The Rider Music Festival offers an ideal opportunity to demonstrate how cutting-edge safety technology can seamlessly integrate with the vibrant culture of riding. We are excited to introduce festival attendees to solutions that not only protect them but also enhance their riding experience.”

Rooted in the values of passion, adventure, and unforgettable experiences, the Riders Music Festival continues to be a beacon for thrill-seekers. With the support of esteemed partners, this edition promises to be an action-packed, immersive event that celebrates the unbreakable bond between music and adventure.

Sony Sports Network has taken its anti-drug initiative, ‘Iss Baar Drugs Ki Haar’, to the next level by collaborating with Grammy-nominated artist Akon for its third phase. The campaign aims to combat drug abuse among Indian youth, encouraging them to embrace sports and a healthier lifestyle.

As part of this phase, the campaign film features Akon’s uplifting track, ‘Beautiful Day’, which serves as a powerful anthem of hope, resilience, and positive change. The film also showcases renowned Indian sports personalities, reinforcing the message that sports can be a transformative force, steering young people away from the dangers of substance abuse and towards a disciplined and fulfilling life.

Rajesh Kaul, Chief Revenue Officer - Distribution and International Business and Head - Sports Business, Sony Pictures Networks India (SPN) said, “Iss Baar Drugs ki Haar” is an important campaign for us and we are pleased to have Grammy-nominated artist, producer, entrepreneur, and actor, AKON join hands with us. Akon’s Beautiful Day is an apt addition to the campaign in driving home the message of: 'Choose Sports, Choose Life, Not Drugs.” 

Singer Akon said, “I am grateful for my music that is affecting the next generation today. The world needs love and it is a blessing that `Akon’s Beautiful Day’ is supporting that.”

The ‘Iss Baar Drugs Ki Haar’ campaign has been a crucial part of Sony Sports Network’s social responsibility initiatives, aiming to spread awareness about the dangers of drug addiction while promoting the positive influence of sports. By integrating music, storytelling, and the inspiring journeys of athletes, the campaign seeks to connect deeply with India’s youth, motivating them to make healthier choices.

With this collaboration, Sony Sports Network continues to use its platform for meaningful change, leveraging the universal appeal of music and sports to create a long-lasting impact. As the campaign gains momentum, it is expected to resonate strongly with audiences across the country, reinforcing the message that a life dedicated to sports and fitness leads to success, discipline, and fulfillment.

ASICS, a well-known Japanese sportswear brand, has unveiled its exclusive limited-edition merchandise as the official sports goods partner for the upcoming Apollo Tyres New Delhi Marathon 2025. Marking the 10th edition of the prestigious marathon, the merchandise was launched digitally, offering a first look at the official race day apparel and footwear for the event scheduled on February 23, 2025. The collection is now available for purchase on the ASICS website and across its stores nationwide.

The limited-edition range draws inspiration from New Delhi’s rich architectural heritage. The official race day t-shirt is designed around the C-hexagonal layout of the India Gate Complex, with repeating patterns and typography reflecting the geometric style of Mughal architecture, seen across iconic landmarks such as Humayun’s Tomb, Qutub Minar, and the Red Fort. Engineered for comfort, the t-shirt features lightweight, breathable fabric that wicks away sweat, ensuring optimal performance throughout the marathon. The collection is available in two distinct colour variants: soft berry for women and blue coast for men, embodying the spirit of the capital city.

Adding to the collection, the official race day footwear, ASICS GEL-NIMBUS 27, is designed for superior comfort and performance. It features FF BLAST PLUS ECO cushioning, offering a "landing on the cloud" experience, along with a HYBRID ASICSGRIP outsole that combines ASICSGRIP rubber and AHARPLUS materials, ensuring exceptional grip and durability across various terrains. The women’s shoe is available in white with the ASICS logo in white/light ube, while the men’s variant comes in wave teal/saxon green.

The collection not only enhances performance but also fosters a sense of unity among marathon participants, encapsulating the historic essence of Delhi and strengthening the runners' connection to the city.

Rajat Khurana, Managing Director, ASICS India and South ASIA said, “ASICS being the official sports goods partner for Apollo Tyres New Delhi Marathon 2025, we are delighted to launch our exclusive race day merchandise. This collection is special as it draws inspiration from the city’s dynamic architecture, rich history and culture. This is our second year as the official sports goods partner for the marathon, and we stay committed to our mission of providing high-performance gear to the runners that not only empower them to accomplish their best on race day but also inspires them to achieve their individual goals and celebrate their journey.”

Nagraj Adiga, Chairman and Managing Director, NEB Sports stated, “We are thrilled to continue our association with ASICS for the Apollo Tyres New Delhi Marathon 2025 as the official sports goods partner. Their innovative designs, backed with unmatched technology to enhancing the runner’s experience and performance, make them an ideal partner for the marathon. We look forward to seeing participants across the city, race in the limited-edition ASICS merchandise that embodies the spirit of New Delhi.”

The limited-edition Apollo Tyres New Delhi Marathon 2025 merchandise is now available at ASICS flagship stores across India and on the official ASICS online store.

Actors Rakul Preet Singh and Jackky Bhagnani have teamed up with KLO Sports as co-owners of Hyderabad Superstars, one of the competing teams in the upcoming World Pickleball League (WPL) set to take place in Mumbai.

“Pickleball is the fastest-growing sport in the world and is currently being played across age groups. Hyderabad Superstars will only further popularise and inspire players from Hyderabad and across the country to go after excellence. Joining the World Pickleball League is an exciting new chapter in my sports journey and I wish the team the best of luck,” said Rakul Preet Singh at the onset of the league.

“Hyderabad Superstars is all set to take over the World Pickleball League. Pickleball is without a doubt, one of the most popular sports across generations and we look forward to inspiring even more people to take up the sport,” said Jackky Bhagnani, Co-owner, Hyderabad Superstars.

The Hyderabad Superstars will be led by experienced coach Jonny Andrews, who has been associated with Pickleball since 2016. The team boasts a formidable lineup, including Indian Pickleball player Kuldip Mahajan and international athletes such as Max Freeman, Ava Cavataio, Ross Whittaker, Madalina Grigoriu, Karolina Owczarek, Ben Cawston, and Ludovica Sciaky.

Srinath Chittoori, Co-owner, KLO Sports explained, “We welcome Rakul Preet Singh and Jackky Bhagnani to the Hyderabad Superstars family and are confident that their presence will be inspirational to all. We believe that with our investment, we can help nurture local and upcoming talent while building a strong community of players and fans. Our aim extends beyond simply creating a competitive team; we want to foster an environment where everyone can come together to celebrate the sport.”

“We at KLO Sports are thrilled to embark on this journey into the exciting world of pickleball alongside Rakul Preet Singh and Jackky Bhagnani. The World Pickleball League is a fantastic platform to elevate its popularity and discover exceptional talent across the country. Hyderabad, with its vibrant sporting culture, has embraced pickleball with enthusiasm, and we are honored to represent the city in this league, adding to its rich sporting legacy,” said Sanjay Jupudi, co-owner, KLO Sports. 

Earlier this month, KLO Sports, founded by Sanjay Jupudi and Srinath Chittoori, officially acquired the Hyderabad Superstars franchise for the World Pickleball League (WPL). The league, co-founded by former tennis professionals Gaurav Natekar and Arati Ponnappa Natekar, is set to host its inaugural season from January 24 to February 2, 2025.

India’s first fashion activist and sustainability advocate, Aishwarya Sharma, is making history as the Indian Team Principal in the eSkootr Championship (eSC). Her team, Net Zero Racers, features returning rider Aurelia Cruciani alongside rookies Nick Murphy and Soorya Padhmini Mohan.

Aishwarya, a global ambassador for sustainable fashion and activism, steps into the eSC with a mission to integrate sustainability into everyday life while inspiring a movement toward safer, greener, and more liveable cities. Raised in India, where the environmental and social impact of the fashion industry is profound, she has dedicated her career to advocating for change. Through her fashion blog and collaborations with brands like PUMA, Gucci, MG Motors, and global peace organizations, she has championed transparency, equitable wages, and circular design.

Bringing a fresh perspective as a leading voice from the Global South, Aishwarya sees her role in the eSC as an opportunity to merge sustainability with high-performance racing. 

"Joining the eSkootr Championship as Team Principal is not just a personal milestone but a step forward for sustainability in sport. Net Zero Racers embodies my vision of a carbon-neutral future where performance and purpose go hand in hand. This is more than a race—it’s a movement to inspire global action for a greener tomorrow," Aishwarya Sharma, Team Principal, Net Zero Racers.

The eSkootr Championship, a first-of-its-kind electric scooter racing series, is committed to achieving net-zero carbon emissions. By collaborating with the United Nations' Climate Neutral Now programme and Umicore for battery recycling, eSC is at the forefront of sustainable urban micro-mobility. Aishwarya’s vision for Net Zero Racers aligns with these objectives, demonstrating that high-speed competition and environmental responsibility can go hand in hand.

Determined to set new standards in eco-conscious sports, Aishwarya believes in driving meaningful conversations around sustainability through action. 

“This is a milestone moment for me and for what I represent—drive actionable conversations around sustainability. I’m excited to inspire people globally, showcasing the power of sustainable living in action through eSC’s races across three continents,” Aishwarya further stated.

With Net Zero Racers, Aishwarya continues her commitment to a carbon-neutral future, proving that performance, purpose, and progress can seamlessly come together to create a more sustainable world.

Pee Safe, India’s leading hygiene products brand, has announced its partnership with the 38th edition of the National Games 2025 as the official "Health & Wellbeing Partner." This collaboration marks a significant milestone in promoting sustainability, women’s health, and menstrual hygiene, aligning with the event’s vision of inclusivity and environmental consciousness.

Scheduled to take place from January 28 to February 14, 2025, the National Games will see participation from over 10,000 athletes, officials, and coaches, including more than 4,500 women athletes, competing across 30+ categories and 45+ events. Reflecting its commitment to sustainability, the Games will feature eco-friendly initiatives such as medals made from e-waste and the use of biodegradable and recyclable resources, earning the title “Green Games.”

For the first time, menstrual hygiene will take center stage at the National Games. Pee Safe’s involvement includes providing biodegradable sanitary pads, toilet seat sanitizers, and biodegradable tampons as part of every female athlete’s kit. The brand will also organize workshops and training sessions to educate women athletes about menstrual hygiene and challenge societal taboos surrounding menstruation.

Amit Sinha, IPS, Special Principal Secretary - Sports, and CEO National Games Secretariat highlighted, “We are delighted to welcome Pee Safe as the Hygiene Partner for the National Games, Uttarakhand 2025. For the first time, menstrual hygiene takes center stage as a key agenda in the Games. Pee Safe’s support in providing high-quality sanitary products will ensure that women athletes have access to essential hygiene resources, allowing them to perform at their best without worry. This collaboration also aligns with our commitment to sustainability, as Pee Safe’s biodegradable products contribute to an eco-friendly approach. Together, we are setting new benchmarks for inclusivity, awareness, and sustainability in Indian sports.”

Sunaina Kumari, Chairperson, GTCC said, “I am delighted to learn about this collaboration, which places a much-needed focus on women’s menstrual health during the National Games Uttarakhand 2025. This initiative not only ensures that women athletes have access to essential hygiene resources but also sets an important precedent for future sporting events to prioritize the health and well-being of women participants. Such steps reflect a progressive and inclusive approach to sports, and I am proud to see this becoming a part of the Games’ ethos.”

Vikas Bagaria, Founder, Pee Safe stated, “At Pee Safe, we believe in creating a healthier and more confident India. Our partnership with the National Games 2025 marks a historic moment where women’s health and hygiene are being prioritized alongside excellence in sports. By providing biodegradable products and initiating menstrual hygiene sessions, we aim to empower our young female athletes while ensuring sustainability. We are honored to collaborate with the Games to ‘Make Red Green’ and foster an inclusive future for sports and health.”

The National Games 2025 is poised to be a landmark event in India’s sporting history, championing inclusivity and sustainability. Pee Safe’s focus on menstrual hygiene awareness and eco-friendly products underscores the Games’ commitment to empowering women athletes and promoting progressive societal change.W

Dilli Dillwale, the star-studded Delhi franchise of the prestigious World Pickleball League (WPL), has proudly announced that cricket legends Sunil Gavaskar and Rohan Gavaskar have joined as co-owners. Their involvement brings unparalleled expertise, leadership, and a legacy of sportsmanship to the flourishing sport of pickleball.

Dilli Dillwale features a formidable lineup of eight world-class athletes from around the globe, with an impressive collective tally of 60 gold medals in international competitions. The team’s roster includes champions from the United States, Taiwan, the Philippines, Puerto Rico, India, and Japan, making it a truly global powerhouse in the fast-growing pickleball arena.

Sunil Gavaskar shared, "Pickleball is one of the fastest-growing sports in the world, and I am thrilled to be a part of this exciting journey with Dilli Dillwale. The team embodies the spirit of resilience, teamwork, and global unity – values that resonate deeply with me. I am looking forward to the team adding to the 60 gold medals they already have in what promises to be a truly rip-roaring tournament."

With the Gavaskars on board, Dilli Dillwale aims to enhance the profile of pickleball both in India and on the international stage. Sunil Gavaskar’s legendary stature in cricket, combined with his enduring passion for sports, is expected to inspire and energize the team as they gear up for an electrifying season in the WPL.

Ankiti Bose, Founding Partner at Terra-Invest, Team Owners of Dilli Dillwale expressed, “Having the Gavaskars join our team as Co-Owners is a momentous occasion for Smashers and Dilli Dillwale. Their presence adds incredible value, vision, and sports legacy that will help us achieve new heights in the World Pickleball League and grow the sport across India." 

Gaurav Natekar, Co-Founder and CEO, The World Pickleball League said, “We are honored to welcome Sunil Gavaskar and Rohan Gavaskar to the WPBL family as co-owners of the Dilli Dillwale. Our families go back a long way, and Mr. Sunil Gavaskar is a true-blue legend of Indian sport. His legendary status adds immense credibility and stature to the World Pickleball League, and his co-ownership underscores the value, potential, and promise of the league.”

The World Pickleball League is rapidly gaining popularity across international markets, uniting the best players in the world to compete at the highest level. Combining skill, strategy, and sportsmanship, the league is a thrilling showcase of the sport’s global appeal. Other notable team owners in the league include Samantha Ruth Prabhu, film director Atlee, Riteish Deshmukh, and Swiggy founder Sriharsha Majety.

FanCode, India’s leading digital sports destination, has announced that it will exclusively stream the highly anticipated debut season of the World Pickleball League (WPL). This partnership highlights FanCode’s dedication to expanding its sports offerings and catering to India’s rapidly growing community of pickleball enthusiasts.

The World Pickleball League will take place from January 24th to February 2nd at the prestigious CCI Mumbai. It will feature top players from around the globe, showcasing the sport’s unique blend of tennis, badminton, and table tennis elements. As one of the fastest-growing sports globally, pickleball is captivating players and fans of all ages with its dynamic and engaging gameplay.

Yannick Colaco, Co-Founder, FanCode expressed, “Pickleball is rapidly gaining popularity in India, with an increasing number of enthusiasts embracing the sport. The World Pickleball League is set to captivate fans, and we’re thrilled to collaborate with them to bring the excitement of pickleball to sports fans nationwide.”

Gaurav Natekar, Co-Founder and CEO, World Pickleball League shared, "FanCode's rapid rise as one of the favorite sporting destinations for fans across the country provides us with an excellent platform to live stream all the games from the World Pickleball League. FanCode has become a go-to source for everything related to sports, and by streaming the World Pickleball League, we aim to make the sport a household name. We are proud to collaborate with a team that shares our passion for the sport and look forward to kicking off the league with great excitement."

Adding to the league's allure is its star-studded team ownership. Teams include the Chennai Super Champs, owned by actress Samantha Ruth Prabhu; the Bengaluru Jawans, co-owned by director Atlee and his wife Priya Atlee; Pune United, co-owned by actors Riteish and Genelia Deshmukh along with corporate leaders; and Team Mumbai, owned by Swiggy. The combination of celebrity and corporate backing is expected to elevate the league’s appeal and fan engagement.

As pickleball gains momentum across India, the World Pickleball League is set to further fuel the sport’s growth and capture the attention of audiences nationwide.

As the exclusive streaming partner, FanCode will offer live coverage and on-demand highlights of every match on its app and website, ensuring an engaging and seamless viewing experience for fans across multiple devices.

Clear Premium Water has taken a bold step toward environmental sustainability by launching its 100 percent rPET bottle range in collaboration with the 38th National Games in Uttarakhand, set to run from 28th January to 14th February 2025. This groundbreaking partnership aims to promote eco-friendly practices on a national platform, marking a significant moment in the journey toward sustainable events in India.

In an unprecedented move, the National Games will feature a fully sustainable beverage solution, alongside several other eco-conscious initiatives. These include the use of electric vehicles, solar-heated pools, and medals made from recycled e-waste. Clear Premium Water, as the official hydration partner, is contributing to this green milestone, reinforcing the growing demand for environmental responsibility across major national events.

The partnership will ensure that athletes, officials, and spectators can participate in a seamless and eco-friendly cycle of Drink, Dispose, and Transform, perfectly aligning with the overarching sustainability campaign.

Nayan Shah, Founder & CEO, Clear Premium Water said, “At Clear Premium Water, we believe that innovation and sustainability go hand in hand. Partnering with the 38th National Games to introduce our 100 percent rPET bottles is a proud moment for us. This collaboration is more than just about hydration; it’s about demonstrating how businesses and events can join forces to make a meaningful environmental impact. Through our ‘Clear Pani, Cares (Drink, Dispose, Transform) initiative, we aim to inspire collective action and showcase the power of small, sustainable choices in creating big, lasting change. Together, we’re setting a new standard for national events, proving that sustainability is not just an ideal but an achievable reality.”

Amit Sinha, IPS, Special Principal Secretary, Sports and CEO, National Games Secretariat shared, “We are thrilled to welcome CLEAR Premium Water as our official hydration partner. Their pioneering efforts in launching India’s first-ever recycled rPET bottles for the tournament perfectly align with our commitment to green game initiatives. CLEAR Premium Water stands as the ideal partner in our journey towards sustainability. Furthermore, I deeply appreciate their dedication to sustainability and the innovative vision they bring to the table. Their expertise in this domain will be instrumental in helping us make these games as eco-friendly as possible.”

At the heart of this initiative is Clear Premium Water’s transformative Drink, Dispose, Transform campaign under the Clear Pani, Care program. As the 38th National Games unfold, this partnership not only celebrates athletic achievement but also reinforces the importance of a sustainable future. Through innovative efforts, Clear Premium Water is setting a new example, inspiring others to follow in promoting environmental responsibility.