Nazara announces 2nd mobile game with RCB

The Indian Super League (ISL) has announced YouTube as its digital streaming partner for the 2026-27 season, allowing fans to watch every match live and free on the platform. The league has also signed an agreement with Sony Sports Network, which will serve as its exclusive television broadcast partner in India.

As part of the arrangement, Sony LIV will stream all 163 matches of the season, while YouTube will provide free access to live matches without requiring a subscription. The multi-platform strategy is aimed at expanding the league’s reach and making Indian football more accessible to audiences across the country and the broader subcontinent.

Karan Yadav, CEO, Indian Super League stated, “We want the ISL to be the most accessible league in the country, and that means being present across the platforms where fans are choosing to watch and follow football. YouTube significantly expands our digital and connected-TV reach, while Sony Sports Network brings the scale, reach and expertise of a leading sports broadcaster to the League, providing fans with a premium live broadcast experience. India’s connected TV audience has grown by 23 percent year-on-year to 166 million monthly viewers, while YouTube CTV device-hours in India have grown by 77 percent over the last two years. By bringing together the strengths of digital and broadcast, we can make the ISL more accessible across screens and open the League up to a wider audience than ever before.”

Beyond live match coverage, the partnership with YouTube is expected to support the league’s broader digital engagement strategy. Fans will have access to content such as match highlights, Shorts, player and club interviews, behind-the-scenes features, analysis and fan-focused programming throughout the season.

Gunjan Soni, Managing Director - India, YouTube said, “YouTube is where millions of Indians come every day to discover, follow and engage with the content they love. We are delighted to partner with the Indian Super League and make every match of the 2026-27 season available live and free on YouTube. This partnership brings Indian football to fans across the country on a platform they already use every day, while giving them more ways to follow their clubs, players and the League throughout the season.”

On the broadcast side, Sony Sports Network will televise the competition across its sports channels, complementing the free digital streaming option on YouTube and the comprehensive coverage available on Sony LIV.

Rajesh Kaul, Chief Revenue Officer and Business Head, Sports and International, Sony Pictures Networks India shared, “Indian football has passionate supporters, deep local loyalties and rivalries that deserve a national stage. The ISL brings all of that together, and we are delighted to welcome it to Sony Sports Network and Sony LIV. With all 163 matches on Sony LIV and over 80 matches on our television channels, fans can follow their clubs through the season. We look forward to bringing our experience in football broadcasting to the league and helping its clubs and players connect with audiences across India.”

The 2026-27 ISL season will feature 13 teams, with 78 Phase 1 matches scheduled between October 10, 2026 and January 17, 2027. The league will continue its weekend-focused scheduling approach, with 53 of the 78 Phase 1 fixtures set to be played on Fridays, Saturdays and Sundays.

ASICS, the Japanese sportswear brand, has announced its first-ever partnership with the Tata Steel World 25K Kolkata, becoming the Official Sports Goods Partner of the World Athletics Gold Label race. The collaboration also marks the launch of the ASICS Running Club (ARC) in Kolkata, establishing the platform's first presence in East India.

The move is aimed at strengthening engagement with Kolkata's running community by offering a dedicated platform for runners to train, connect, and improve throughout the year, beyond race-day participation.

ASICS Running Club, which is already active in several cities across India, provides structured training programs, group running sessions, and coaching support for runners of varying experience levels. With the Kolkata chapter, the brand expands its community-driven running initiative into the eastern region of the country.

The 11th edition of the Tata Steel World 25K Kolkata is scheduled to be held on December 20, 2026, and is expected to attract thousands of participants. As part of its partnership, ASICS will engage with runners through promotional runs, activities at the PLAYSCAPE Expo, and the ASICS House on race day. The brand will also deploy its athletes and Running Club coaches to interact with participants and support them during the event.

The partnership aligns with ASICS' broader efforts to strengthen its presence within India's growing running ecosystem. The brand has been expanding its involvement across major running events while promoting its philosophy of "Sound Mind, Sound Body," which emphasizes the connection between movement, physical health, and mental well-being.

Rajat Khurana, Managing Director, ASICS India & South Asia and Executive Officer, ASICS Corporation said, “Running sits at the heart of ASICS, and our investment in India’s running ecosystem reflects the importance we place on the sport and the communities built around it. Our first association with the Tata Steel World 25K Kolkata brings us closer to one of the country’s most established running communities, while the launch of the ASICS Running Club (ARC) in Kolkata allows us to deepen our relationship with the runners. Our focus is on creating more opportunities for runners to participate, train, and progress. This is closely aligned with our founding philosophy of Sound Mind, Sound Body and our belief in the positive role movement can play in everyday life.”

Vivek Singh, Joint Managing Director, Procam International shared, “We are delighted to welcome ASICS to the Tata Steel World 25K Kolkata. Our association has spanned more than a decade, growing in step with India’s running ecosystem. What is particularly significant today is how far that running movement has come, from a sport once pursued by a few to the fastest-growing sport in India, embraced by a rapidly growing community. ASICS’ commitment to running goes beyond the race itself, and the launch of the ASICS Running Club in Kolkata will further strengthen the connection with the city’s running community.”

The partnership represents a new phase in ASICS' engagement with India's running culture, particularly in eastern India. Through its involvement in major running events and the expansion of the ASICS Running Club network, the brand is seeking to build stronger connections with runners while supporting the growth of the sport across the country.

NIVIA Sports has introduced the new Official Indian National Football Team Jersey, supported by a campaign that highlights the jersey as more than just on-field sportswear.

The campaign focuses on broadening the appeal of Indian football by positioning the jersey as a performance product, a lifestyle apparel item, and a collectible for fans. Through this approach, the brand aims to strengthen the connection between supporters and the sport beyond match days.

Designed and manufactured in India, the jersey incorporates contemporary styling along with elements inspired by the country’s cultural heritage. Key design details include a woven peacock motif representing India’s national bird, the Ashoka Chakra placed below the back collar, and the phrase 'Vande Mataram' featured inside the neckline.

Dhruv Kharabanda, Executive Director, NIVIA Sports said, “A national team jersey has the power to be much more than a piece of sportswear; it can become a gateway to a sport and a way for people to build a personal connection with it. India has traditionally had a strong jersey culture around cricket, and we saw an opportunity to create something that could help bring that same sense of connection to Indian football. We wanted this jersey to work beyond the pitch, as a collectible, as everyday wear and as a contemporary expression of Indian sport. At NIVIA, everything we create is Made and Designed in India, by Indians, and this jersey is a reflection of that philosophy. By combining modern technology and design with elements that are distinctly Indian, we hope to make Indian football feel more accessible to a new generation of supporters and, ultimately, encourage greater participation in sport. As we look ahead with our 'Next is Now' philosophy, this is another step towards shaping what the future of Indian sport can look like.”

The jersey has been developed with a range of performance-focused features, including jacquard fabric construction, mesh ventilation panels, moisture-wicking quick-dry technology, stretch fabric, anti-odour treatment, UV protection, and fade-resistant sublimation printing. These additions are intended to support comfort and functionality during athletic activity while maintaining durability.

Priced at Rs 3,499, the new Indian National Football Team Jersey is available through NIVIA Sports retail outlets and authorised distribution partners across India.

Zomato collaborated with WWE Hall of Famer The Great Khali at HYROX Mumbai to promote its Healthy Subscription offering through an on-ground consumer engagement campaign that combined fitness, entertainment, and interactive experiences.

The activation took place during the fitness event, where participants were invited to compete with Khali in a series of light-hearted challenges. Activities included watermelon crushing, thumb wrestling, and high-fives, giving attendees an opportunity to interact with the wrestling icon while engaging with the brand’s healthy eating proposition.

As part of the campaign, winners of the challenges received Rs 5,000 worth of Zomato Healthy Subscriptions, linking the brand’s offering directly to the event experience and rewarding participants for taking part.

By associating with HYROX Mumbai, a fitness-focused event that attracts health-conscious consumers, Zomato aimed to introduce its Healthy Subscription proposition to an audience already invested in wellness, nutrition, and performance-driven lifestyles. The activation was designed to create a connection between healthy food choices and active living through an engaging offline experience.

Coca-Cola India has introduced a limited-edition collection of golden cans to mark Spain’s FIFA World Cup 2026 victory. The campaign, titled ‘Own a Piece of History’, is being rolled out across Delhi/NCR in collaboration with quick commerce platforms Zepto and Blinkit.

The commemorative cans feature the date of Spain’s FIFA World Cup win alongside the iconic FIFA World Cup Trophy, offering football fans a collectible linked to one of the tournament’s landmark moments. Pre-bookings for the special edition cans were initially made available exclusively through Zepto, while consumers can also purchase them via Blinkit across Delhi/NCR.

Coca-Cola has maintained a long-standing association with the FIFA World Cup since becoming an official partner of the tournament in 1978. In India, the brand has strengthened its football engagement through initiatives such as the FIFA World Cup Trophy Tour, which brought the original trophy to Delhi and Guwahati after nearly 12 years.

Herbalife India has entered into a partnership with the Indian Olympic Association (IOA) as the official nutrition partner for the Indian contingent participating in the Asian Games 2026 in Japan.

The 20th edition of the Asian Games is being held in Aichi-Nagoya from September 19 to October 4. As part of the collaboration, Herbalife India will provide nutrition support to Indian athletes, focusing on areas such as preparation, recovery, and performance during the continental sporting event.

Ajay Khanna, Managing Director, Herbalife India said, “We are incredibly proud to stand with Team India at the Asian Games. Drawing on decades of global experience in sports nutrition, we are committed to providing the science-backed nutrition support, our athletes need to perform at their peak. Beyond the competition, we hope this partnership strengthens India’s sporting ecosystem and inspires people across the nation to embrace a healthier, active lifestyle.”

The Indian Olympic Association welcomed the collaboration, highlighting the importance of nutrition support for athletes competing at an international level.

P. T. Usha, President, Indian Olympic Association shared, “As our athletes prepare for the rigours of continental competition, the support of credible partners is invaluable to their journey. We are pleased to welcome Herbalife India as the Official Nutrition Partner for the Indian contingent at Aichi-Nagoya 2026. This collaboration further strengthens the ecosystem supporting our athletes, and we look forward to seeing Team India perform with confidence and pride.”

Ahead of the Games, members of Herbalife India’s leadership team, including Akash Mehrotra, senior director – marketing, and Ratnesh Lal, senior director – public affairs, participated in the athlete send-off ceremony held in New Delhi on September 8, extending support to the Indian contingent.

In addition to its on-ground engagement, the nutrition and wellness company has rolled out a nationwide campaign across print and social media platforms. The initiative highlights the journey of the Indian contingent at the Asian Games and aims to raise awareness about the role of sports nutrition in athletic performance and recovery.

Sportswear brand adidas has introduced its “You Got This” campaign ahead of the Asian Games and Asian Para-Games 2026, spotlighting Indian athletes and the support systems that inspire them as they prepare to compete on one of Asia’s biggest sporting stages.

The campaign is built around the idea that athletes carry the encouragement and belief of millions of supporters with them whenever they compete. It features adidas-sponsored athletes Kartik Karkera, Lovlina Borgohain, Sumit Antil, and Simran Sharma, highlighting their preparations for the upcoming events.

Through messages delivered in regional languages including Haryanvi, Hindi, Assamese, and Marathi, the campaign showcases the diverse voices of support coming from across the country. The initiative aims to reflect the collective confidence and encouragement that Indian fans extend to their athletes under the unified message, “You Got This.”

The campaign comes as India looks to build on its performance at the 2026 Commonwealth Games in Glasgow, where the country secured fourth place with a total of 39 medals, comprising 13 gold, 17 silver, and 9 bronze medals. Indian athletes recorded notable performances across disciplines such as boxing, athletics, weightlifting, and para-athletics.

With the Asian Games set to begin in Japan on September 19, several adidas athletes are expected to represent India across multiple sporting categories. These include Niharika Vashisht, Preeti Pal, Damneet Singh, Sarvesh Kushare, Tejaswin Shankar, and Nishad Kumar.

Sportswear brand PUMA India, in collaboration with Royal Challengers Bengaluru (RCB) and fashion designer Dhruv Kapoor, has unveiled a limited-edition collection that brings cricket-inspired fashion to the global runway. In a first for the Indian Premier League ecosystem, the collaboration will debut at Milan Fashion Week on September 22 as part of Dhruv Kapoor’s Spring/Summer 2027 collection, Presence.

The collection combines PUMA’s sports heritage, RCB’s fan culture, and Dhruv Kapoor’s contemporary design approach, reinterpreting existing PUMA products through a fashion-forward lens. The designer has blended elements of Indian cricket culture with handcrafted detailing and technical construction, creating statement jackets that will be showcased on one of fashion’s biggest global stages.

The Milan presentation marks the first phase of the PUMA × RCB × Dhruv Kapoor collaboration. A broader collection aimed at fans is expected to be launched ahead of the 2027 Indian Premier League season.

The initiative builds on the six-year partnership between PUMA and RCB, which has expanded beyond team merchandise into lifestyle and athleisure offerings. According to the brands, the collaboration reflects the growing intersection of sport, fashion, and culture.

Ram Sridharan, Managing Director, PUMA India said, “Cricket is India’s greatest sporting love. It is deeply woven into our culture and influences how people connect, celebrate, and express themselves. Over the last six years, PUMA and Royal Challengers Bengaluru have consistently built on that passion, taking fandom beyond the stadium and creating new ways for supporters to wear their team identity. Today, athleisure comprises nearly 40 percent of our overall RCB merchandise, which shows how successfully that expression has moved into everyday style. We have raised the bar season after season, and our Dhruv Kapoor collection marks yet another first in that journey. Taking RCB to Milan Fashion Week through his signature design language gives this incredible fandom a new fashion expression on a global stage, while continuing to push the boundaries of where sport, fashion and culture can meet.”

Rajesh V Menon, CEO, Royal Challengers Bengaluru shared, “RCB has always looked at fandom as something that extends well beyond the game. We were early movers in building a strong jersey culture in India and, together with PUMA, have continued to expand that into lifestyle and athleisure at scale. We believe the time is now right to take the next step and explore the world of high fashion. Collaborating with PUMA and Dhruv Kapoor allows us to reimagine RCB’s sporting identity through a contemporary couture lens, while taking the culture of Indian cricket to a global fashion stage. Debuting at Milan Fashion Week is an exciting first chapter, and we look forward to building on it with a wider collection for fans in 2027.”

Cricket engagement platform CREX has renewed its association with Indian cricketer Harmanpreet Kaur for the third consecutive time, reinforcing its commitment to women’s cricket and fan engagement initiatives.

The renewed partnership came into effect on August 10, 2026, extending the collaboration between the platform and the Indian women’s cricket captain as the sport continues to attract a growing audience and stronger fan interest across the country.

Through the continued association, CREX aims to deepen connections between cricket fans and players while supporting the increasing visibility of women’s cricket.

As part of the agreement, Harmanpreet Kaur will be featured across CREX’s digital campaigns, branded content, and fan engagement activities throughout the season.

Purushotam Rawat, CEO, CREX said, "At CREX, we've always believed that meaningful support for sport comes from showing up consistently. Our continued association with Harmanpreet reflects not only our admiration for her leadership but also our long-term commitment to ensuring the women's game receives the visibility, engagement and recognition it has earned. Together, we hope to inspire more fans to follow, celebrate and connect with every chapter of its growth."

Over the past few years, CREX has expanded its coverage of women’s cricket through dedicated live scores, ball-by-ball updates, editorial content, player-focused stories, and interactive experiences designed to increase fan participation. The platform has sought to provide women’s cricket with the same level of visibility and engagement typically associated with major cricket tournaments and events.

By strengthening its coverage and digital offerings, CREX continues to support the growth of the women’s game while helping fans stay connected with players and competitions.

Harmanpreet Kaur shared, "It's always special to continue a partnership built on shared values and a genuine passion for the game. CREX has consistently championed women's cricket and helped bring fans closer to our journeys, both on and off the field. I'm excited to continue this association and contribute to the growing momentum around the sport."

The latest renewal highlights CREX’s ongoing focus on promoting women’s cricket and building stronger engagement opportunities for fans as the sport continues to expand its reach and popularity in India.

Indian sports collectibles company LEGXI, which specializes in authenticated and officially licensed memorabilia, has introduced an exclusive range of Sher-E-Punjab T20 League Inaugural Season Collectibles, aimed at preserving key moments from the league’s first season for cricket enthusiasts and collectors.

The newly launched collection celebrates the inaugural edition of the Sher-E-Punjab T20 League through a curated portfolio of premium and limited-edition memorabilia. The range includes full-size signed bats, mini bats, captain collectibles, and historic toss coins used during the league’s inaugural and final matches. The collectibles are priced between Rs 25,000 and Rs 5,95,000 and are currently available for purchase, with deliveries already underway.

A key highlight of the collection is LEGXI’s limited-edition ‘Hall of Fame’ series, one of the company’s most exclusive offerings. Restricted to only five editions, the collection features six full-size bats representing each of the six teams that participated in the league’s inaugural season. Each bat carries signatures from players belonging to its respective squad.

Collectively, the six bats include signatures from more than 100 players who took part in the first season, creating a commemorative set that captures the league’s opening chapter.

The collection also includes the Captain’s Shield and Captain’s Mini Bat, both signed by all six inaugural-season captains: Gurnoor Brar, Shubman Gill, Abhishek Sharma, Arshdeep Singh, Ramandeep Singh, and Prabhsimran Singh.

Activewear brand TechnoSport has launched a unique on-ground activation at the 15th edition of the Satara Hill Half Marathon, transforming the event’s challenging 21.0975-kilometre route into an ambient out-of-home (OOH) advertising platform as part of its ‘I AM MOMENTUM’ campaign.

Known for its demanding terrain, the Satara Hill Half Marathon features a continuous uphill climb, coupled with heat, humidity, and intense UV exposure, making it one of the country’s most challenging road-running events. Against this backdrop, TechnoSport has introduced motivational branding elements along the course aimed at engaging participants during key moments of the race.

As part of the initiative, the brand has placed its ‘I AM MOMENTUM’ message and the signature Running Man emblem directly along the race route. Instead of traditional advertising formats, the activation uses a hydro-jet cleaning technique that selectively removes grime from road surfaces to reveal the messaging. The process does not involve printing, painting, or pasting materials, allowing the campaign to appear directly on the road without leaving any physical residue behind.

TechnoSport is also serving as the ‘Powered By’ sponsor of the marathon and has designed the event’s official race jersey. Developed specifically for the conditions associated with the Satara course, the jersey uses the brand’s FeatherLite™ performance fabric and has been engineered to address challenges such as prolonged sun exposure, humidity, and elevation gain.

According to the company, the jersey weighs approximately 94 grams and is designed to offer enhanced breathability and moisture management, helping runners stay comfortable throughout the climb-intensive race.

The campaign and race apparel are both rooted in TechnoSport’s focus on making performance wear more accessible to Indian consumers. The brand has consistently positioned itself around the idea of delivering products tailored to local conditions while maintaining affordability.

Sandeep Jhunjhunwala, Director, TechnoSport said, "Our ambition is to fuel momentum for a billion Indians, and that is only possible if the gear is built for the conditions Indians actually move in. The Satara jersey is a case in point, where we built it from scratch for this race, for UV exposure, humidity and climb. None of it was adapted from a global template. That is what democratising performance looks like in practice, the right product for the person running here. Adding onto this our ambient OOH activation reinforced our mission of enabling momentum for Indians, while helping the Satara runners connect better with the brand"

Organised by the Satara Runners Foundation, the 2026 Satara Hill Half Marathon is expected to attract more than 10,000 participants from India and overseas. Held under the theme ‘Pace for Peace’, the event has built a reputation for its scenic yet demanding hill course and continues to be one of India’s most recognised long-distance running events.

As football icon Lionel Messi brings his international career with Argentina to a close, sports collectibles platform LEGXI has announced the availability of a limited-edition collection of memorabilia commemorating the footballer’s final FIFA World Cup campaign.

LEGXI, which describes itself as India’s first certified sports collectibles platform, is offering a collection of officially associated, hand-signed Messi collectibles through its partnership with the Argentine Football Association (AFA). The collection features memorabilia linked to Messi’s last World Cup appearance, with each item personally signed by the Argentine captain.

The collectibles have been produced in strictly limited quantities and are designed to celebrate a defining chapter in Argentina’s football history. Each piece carries a unique edition number, adding to its exclusivity and collectible value.

Demand for the collection in India has been strong, with several editions already sold out. Only a limited number of pieces from the remaining collection are currently available, making them increasingly scarce among sports memorabilia enthusiasts and collectors.

LEGXI stated that every item in the collection is individually hand-signed by Messi, with no printed or replicated signatures used. To further strengthen authenticity, each collectible is issued in a numbered edition format.

The company is also working on a digital ownership verification platform that will allow collectors to validate ownership and access digital certificates associated with their memorabilia.

Rubal Gill, CEO, LEGXI said, “We have seen an exceptionally strong response to Argentine football collectibles in the Indian market, particularly for a high-ticket category like authenticated, hand-signed sports memorabilia. The Hand-Signed Stud and GOAT Collector Trio Set have already sold out, and we are now down to the last few editions from the remaining collection. The response reinforces the growing appetite among Indian collectors for rare and authenticated sporting memorabilia”

The Messi memorabilia collection represents a significant step in LEGXI’s efforts to develop an organised and authenticated sports collectibles market in India. Through partnerships with sports organisations and athlete-backed memorabilia programmes, the company aims to provide fans with access to officially licensed collectibles while promoting a culture of premium sports collecting in the country.

With Messi’s international retirement marking the end of one of football’s most celebrated careers, the collection offers fans and collectors an opportunity to own memorabilia linked to a landmark moment in the sport’s history.

Sports marketing and media company ITW Universe has signed long-term media sales agreements with FanCode and Sony Sports Network for the upcoming India-Afghanistan T20I series, which is set to commence on September 13.

The three-match contest will take place at New Delhi’s Arun Jaitley Stadium, with fixtures scheduled for September 13, 15 and 17. While FanCode will provide digital streaming coverage of the series, Sony Sports Network will handle the television broadcast.

The collaboration with Sony Sports Network further strengthens a long-standing association between the broadcaster and ITW Universe that has been in place since 2008.

Ahead of the series, advertiser interest has been strong. ITW Universe revealed that more than 60 percent of the advertising inventory available on FanCode has already been booked. On the television side, nearly 70 percent of Sony Sports Network’s available LTV inventory has been sold.

Yannick Colaco, Co-founder, FanCode said, “FanCode has been at the forefront of shaping the digital sports viewing experience in India, and our partnership with ITW Universe for the India-Afghanistan T20I series is another step towards delivering greater value to both fans and advertisers. The strong advertiser response to the series reflects the growing appetite for premium digital sports inventory that combines scale, engagement and measurable impact. We look forward to creating an exciting viewing experience for fans while enabling brands to connect with audiences in a meaningful way.”

Rajesh Kaul, Chief Revenue Officer, Sony Sports Network shared, “Sony Sports Network’s association with ITW Universe goes back many years, and we are pleased to continue this relationship for the India-Afghanistan T20I series. The strong demand reflects the enduring strength of cricket as a platform for audience engagement and brand communication. Our focus remains on delivering a compelling broadcast experience for viewers while creating a high-quality and value-led environment for our advertising partners.”

In addition to managing media sales, ITW Universe plans to roll out an upgraded broadcast production framework for the series in collaboration with the Afghanistan Cricket Board and the BCCI, under the guidance of the ICC.

The production will be led by Jamie Oakford, an internationally recognised sports broadcast director known for his work on FIFA World Cup and UEFA tournaments. The coverage is expected to feature advanced camera technologies, enriched replay formats, immersive storytelling elements, and additional viewing angles during crucial moments of the game.

Global headwear and lifestyle brand New Era has partnered with Formula 1 driver Carlos Sainz to introduce Team Fifty5, a new collection of apparel and headwear inspired by the racer’s personal brand and fan community.

The range features a mix of New Era’s signature headwear styles alongside hoodies and T-shirts, offered in a color palette that includes outdoor green, off-white, white, faded blue, and red. Several pieces incorporate embroidered and woven accents featuring a red chili pepper motif, a nod to Sainz’s nickname and a recognizable symbol within the Team Fifty5 community.

Among the standout pieces is a specially designed yellow 9FORTY cap, created for supporters attending the Team Fifty5 Grandstand during Sainz’s home Grand Prix in Madrid. The cap draws inspiration from one of the driver’s favorite colors while also reflecting the yellow element of the Spanish national flag.

The headwear lineup includes New Era’s popular 9TWENTY and 9FORTY A-Frame silhouettes. Complementing the caps is a selection of casual apparel, including oversized and relaxed-fit hoodies and T-shirts, as well as slim-fit and cropped T-shirt options designed for women.

Carlos Sainz, Founder, Atlassian Williams F1 Team driver and Team Fifty5, said "Team Fifty5 is part of who I am since the beginning of my career. Together with my personal team and with my fans, we have built a community of shared experiences and values, and it's time to expand it, at the track and beyond. With this collection, we wanted to create something that feels authentic to that identity but can be worn every day. New Era understands the connection between sport, culture, and personal style, and I'm proud of what we have created together."

JSW Group has unveiled a new chapter of its ‘Rukna Nahi Hai’ campaign, backing India’s men’s and women’s hockey teams as they compete in the FIH Hockey World Cup 2026.

The latest campaign film features former Indian hockey stars Sardar Singh, Rani Rampal, and Ajinder Kaur, bringing together athletes from different eras to celebrate the sport’s enduring legacy and spirit. Through their stories, the film highlights the determination and resilience that have shaped Indian hockey over the decades.

The narrative revisits key moments in India’s hockey journey, including the nation’s Olympic achievements that began in 1928 and the historic World Cup victory in 1975. By drawing parallels between past triumphs and present ambitions, the campaign aims to showcase the continuity of Indian hockey’s legacy and the aspirations of the current national teams.

Parth Jindal, Founder & Director, JSW Sports said, “Hockey is deeply woven into India’s sporting identity, and at JSW, we are proud to have played our small part in helping the sport and its athletes receive the recognition they deserve. ‘Rukna Nahi Hai’ is our way of celebrating the incredible legacy of Indian hockey and standing behind our men’s and women’s teams as they chase their respective goals. We wish both teams the very best as the men look to bring home the World Cup after 51 years, while the women aim to create history by winning their maiden World Cup title. We hope the entire nation rallies behind them, believes in them and cheers them on every step of the way.”

The campaign comes as both Indian teams have made positive starts to their World Cup journeys. The men’s team began its campaign with a 3-1 victory over Wales and followed it up with a 5-3 win against Pakistan. Meanwhile, the women’s team opened with a 2-2 draw against China before securing a commanding 6-1 victory over South Africa.

With the new film, JSW Group seeks to reinforce the link between Indian hockey’s rich history and the ambitions of the current generation, while encouraging support for the national teams as they continue their World Cup campaigns.

Sports streaming platform FanCode has acquired the exclusive digital streaming rights for India’s upcoming three-match T20 International series against Afghanistan, scheduled to be played in Delhi on September 13, 15, and 17.

Under the agreement, cricket fans will be able to watch all matches live on FanCode across mobile devices, web platforms, and connected televisions. The series will also be available through a wider distribution network, including JioTV/JioTV+, Amazon Prime, Crex, Jagran, Playbox, Watcho, Tata Play Binge, and Times Prime.

The latest deal further strengthens FanCode’s partnership with the Afghanistan Cricket Board (ACB). The platform has been actively expanding its cricket content portfolio and recently streamed India’s tour of Zimbabwe. FanCode also holds media rights and partnerships with organisations including Cricket West Indies, the International Cricket Council (ICC), Zimbabwe Cricket, and Cricket Ireland.

Beyond international cricket, the platform streams women’s cricket competitions, the Caribbean Premier League (CPL), and domestic T20 tournaments such as the Delhi Premier League and Maharaja Trophy. Its broader sports portfolio includes global properties such as Formula 1, LALIGA, the Saudi Pro League, MotoGP, the ATP Tour, and the PGA Tour.

Cricket engagement platform CREX has partnered with the Delhi Premier League (DPL) 2026 as the tournament's official fan engagement partner, aiming to enhance the digital experience for cricket enthusiasts throughout the season.

Under the partnership, CREX will roll out a range of fan-focused initiatives, including player-led video content, interactive activities on its platform, co-branded digital campaigns, and reward-based engagement opportunities. The collaboration will also see CREX featured across the league's communication channels and official website, expanding its visibility among cricket fans.

The association comes as the latest edition of the Delhi Premier League, which commenced on July 31, continues to attract audiences with its domestic cricket action.

 Purushotam Rawat, CEO, CREX said, "The way fans engage with cricket has evolved significantly, with digital experiences becoming an integral part of how the game is followed and celebrated. Through our partnership with Delhi Premier League, we aim to create experiences that make fans feel closer to the tournament, whether through exclusive content, interactive engagement or opportunities that bring them into the heart of the action. At CREX, we remain committed to making every cricketing moment more immersive, engaging and rewarding for our community."

Rohan Jaitley, President of the Delhi & District Cricket Association (DDCA), said, "The Delhi Premier League is committed to creating a world-class experience for players and fans alike. We're delighted to partner with CREX to bring supporters closer to the action through innovative digital engagement."

The partnership reflects the growing role of digital platforms in sports entertainment, as cricket tournaments increasingly leverage technology, interactive content, and fan rewards to deepen audience engagement beyond the field. Through this collaboration, CREX and the Delhi Premier League aim to deliver a more connected and immersive viewing experience for cricket fans throughout the 2026 season.

Watch retailer Just In Time has partnered with the Mumbai edition of the Times Network's Pickleball Now Grand Prix as the Official Timekeeping Partner, reinforcing its presence in India's growing sports and lifestyle ecosystem. The event was held on July 23 at Nautipickle, Ballard Pier, bringing together pickleball enthusiasts, competitive players, and spectators.

The city-level tournament highlighted the rising popularity of pickleball in India, featuring participants from diverse backgrounds competing in a series of high-intensity matches. The event also drew strong spectator engagement, reflecting the sport's increasing appeal among recreational and competitive athletes.

As the Official Timekeeping Partner, Just In Time supported the smooth conduct of the tournament while underscoring the importance of precision and accuracy in competitive sport. The partnership aligns with the brand's focus on performance, innovation, and connecting with consumers through emerging sporting platforms.

Rajesh Chheda, Founder & Managing Director, Just In Time, said, “At Just In Time, we believe in being part of moments that bring people together and celebrate ambition, performance, and excellence. Our association with the Pickleball Now Grand Prix in Mumbai reflects this belief and our commitment to connecting with the evolving lifestyles and interests of our customers.”

Ronak Shah, CEO, Just In Time, added, “Pickleball is a sport that I personally enjoy. It demands agility, focus, and split-second precision. These are the very qualities we champion in horology. Partnering with the Pickleball Now Grand Prix in Mumbai was a natural extension of our brand ethos. By supporting a platform that celebrates performance, discipline, and community, we reinforce our vision of time as the heartbeat of both sport and life.”

Founded in 2006, Just In Time has expanded its retail footprint to more than 100 boutiques across India, offering an extensive portfolio of premium global watch brands. The collaboration with the Pickleball Now Grand Prix reflects the retailer's strategy of engaging with emerging sports and lifestyle trends while strengthening its connection with younger and active consumer segments.

The Esports Foundation has announced a partnership with adidas ahead of the inaugural Esports Nations Cup (ENC), naming the global sportswear company as the tournament's official kit partner.

As part of the collaboration, adidas will create and manufacture the official competition apparel for national teams representing more than 100 countries and territories. Nearly 2,000 athletes and coaches participating in the event will be provided with customised jerseys and tracksuits, while the official national team jerseys are set to be revealed in the coming weeks.

The first edition of the Esports Nations Cup is scheduled to commence on November 2, 2026, in Riyadh, Saudi Arabia. The international tournament will bring together national teams competing across 16 esports titles, introducing a country-based competitive format to the global esports ecosystem.

Mohammed Al Nimer, Chief Commercial Officer, Esports Foundation said, “National team jerseys carry identity, pride and the ambition of an entire country or territory. By partnering with adidas, one of the most iconic brands in global sport, we are giving esports athletes the opportunity to represent their nations on the world stage with the same sense of meaning and prestige seen across traditional sport. This partnership will help the Esports Nations Cup create powerful national moments and inspire a new generation of players and fans.”

Phillip Waller, adidas SVP Brand Development, added, “At adidas, we’ve spent decades outfitting athletes at the world’s biggest sporting events, and we understand the role a jersey plays in identity, belonging and competition. The Esports Nations Cup gives us the opportunity to bring that experience into esports at a global scale.”

The Esports Nations Cup aims to establish a new nation-based competition model within the international esports calendar. Ahead of the tournament, organisers have appointed more than 700 coaches from over 90 esports organisations to support national teams across participating countries and territories, strengthening preparations for the global event.