Sunil Gavaskar and Rohan Gavaskar Join Dilli Dillwale as Co-Owners in the World Pickleball League

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

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.

Reise Moto, a prominent name in the motorcycle tyre and premium riding gear industry, has announced actor, adventure enthusiast, and biking icon Rannvijay Singha as its official brand ambassador. Known for his unrelenting passion for motorcycling and adventure, Rannvijay perfectly embodies the spirit of Reise Moto as a trusted companion for riders seeking performance and safety on their journeys.

Rannvijay, celebrated for his pioneering role in MTV’s Roadies and his vibrant contributions to the biking and adventure community, aligns seamlessly with Reise Moto's core values of resilience, freedom, and exploration. His dynamic persona and deep connection with the biking culture make him an ideal fit for the brand.

“I’m excited to join the Reise Moto family and represent a brand that shares my love for biking and adventure. Reise Moto’s commitment to innovation and quality resonates with my own approach to challenges and exploration. I look forward to inspiring bikers and adventurers across the country to embrace their passion,” shared Rannvijay Singha.

“Rannvijay’s adventurous spirit and authentic connection to the biking community make him an ideal representative for Reise Moto. He mirrors our vision of empowering riders with innovative products that enhance performance, safety, and style. Together, we aim to inspire bikers to explore new horizons with confidence,” remarked Yogesh Mahansaria, Founder & Managing Director, Reise Moto.

Reise Moto’s offerings are meticulously designed to meet the needs of Indian riders across diverse terrains and climates. Beyond its specialized purpose-built tyres, the brand has expanded its portfolio with a purpose-specific range of riding gear.

Safety remains a top priority for Reise Moto, as evident in its CE Certified Level 2 Protector riding gear. The Reise jackets, made from Tough Guard Polyester, provide excellent protection against impacts and abrasions while ensuring lightweight comfort with features like a 360-degree airflow system and Easy Flex Armour for mobility. Gloves crafted with Goat Leather and Cordura Advanced Fabric offer durability and maximum rider comfort.

In collaboration with the renowned Italian brand SPIDI, Reise Moto has introduced the Reise X SPIDI collection. This line combines Italian craftsmanship with Indian adaptability, delivering unmatched safety, comfort, and performance tailored to the Indian market.

Reise Moto’s innovative approach, combined with Rannvijay’s passion for biking, promises to inspire riders across the country to embrace adventure with confidence and style.

Sportswear giant PUMA India has expanded its portfolio by partnering with Indian badminton icon and two-time Olympic medallist, PV Sindhu, in a multi-year collaboration. This strategic partnership marks PUMA's official entry into the badminton arena, aiming to tap into the sport’s ever-growing fan base of 57 million in India and its vast potential for expansion. Notably, India will become the first country within PUMA's global universe to promote badminton as a core sport.

PUMA India's collaboration with Sindhu aligns with the brand’s commitment to a sports-first positioning and its goal to strengthen its presence in India’s rapidly growing sports market. With the official entry into badminton, PUMA India anticipates a boost in its performance-wear segment and expects to double its current growth rate.

The partnership will debut at the India Open 2025 in New Delhi, setting the stage for a dynamic collaboration that will shape the future of badminton in India.

Karthik Balagopalan, Managing Director, PUMA India said, “PV Sindhu is a legend and a trailblazer, and we are proud & delighted to welcome her into our PUMA family. She is the most followed badminton athlete in the world. Her extraordinary legacy in Indian sports which includes a lot of historic firsts has not only placed India on the badminton map globally but has also inspired millions, pushed the boundaries, and paved the way for future generations of athletes. As we make our first-ever step into badminton, this association will further our goal to increase PUMA’s footprint in the rapidly growing sports landscape in the country, inspiring more youngsters to take up the racquet-sport.”

Badminton’s popularity in India has surged significantly. According to the 2024 Google-Deloitte Think Sports report, 27.8 million badminton fans are from Gen Z, underscoring the sport's strong appeal to younger audiences. It is now the second-most played sport in urban India, with a 65% increase in active participation over the past four years. Sindhu, who is the highest-followed badminton athlete globally on Instagram, is poised to leverage this partnership to promote the sport, especially among the youth.

Later this year, PUMA India will launch a special collection tailored for badminton enthusiasts in India. With projections indicating that India’s sports apparel market will reach USD 399.5 million by 2030, growing at a steady 5.9 percent CAGR, PUMA is strategically positioned to capitalize on the expanding market. The badminton equipment market, led by the fastest-growing segment—badminton shoes—is also expected to see growth from USD 202.7 million to USD 304.6 million by 2030.

PV Sindhu shared, "I’m excited to join the PUMA family, a brand that shares my belief in the power of sport to inspire. This partnership with PUMA India isn’t just about being part of something bigger—it is an opportunity to connect with those who value pushing boundaries and embracing challenges. Badminton has always been a platform for growth and self-discovery for me, and through this collaboration, I hope to encourage others, especially women, to take risks, believe in themselves, and strive for more—both on and off the court."

Sindhu’s collaboration with PUMA places her alongside an elite roster of athletes, including cricketing stars Harmanpreet Kaur, Mohammed Shami, Olympian Sarabjot Singh, Paralympian Avani Lekhara, boxing champion MC Mary Kom, and lifestyle icons such as Kareena Kapoor Khan, Ibrahim Ali Khan Pataudi, as well as international legends like Usain Bolt and Neymar Jr.

With over 76 years of expertise in high-performance products, PUMA continues to evolve and engage with Gen Z. By expanding its focus to participative sports in India—such as running, athletics, and now badminton—the brand remains committed to nurturing a culture of sports and inspiring the next generation through its innovative offerings. PUMA's investments reflect the brand's larger vision to mold a dynamic and inclusive sporting ecosystem.

India’s leading sports and fitness nutrition brand, BigMuscles Nutrition, has announced its collaboration with fitness enthusiast and actor Asim Riaz to promote a health-focused lifestyle. The partnership aims to inspire youth and fitness enthusiasts to prioritize health and achieve their fitness goals.

Following impactful campaigns featuring cricket star Hardik Pandya and Bollywood fitness icon Nora Fatehi, BigMuscles Nutrition has now teamed up with Asim Riaz, a celebrated actor and fitness specialist known for his commitment to health and wellness. Asim, who gained widespread recognition through reality shows like Bigg Boss and Khatron Ke Khiladi, has been a source of motivation for millions through his workout routines, diet plans, and fitness tips.

“The need for a fitness-driven lifestyle, especially among the youth, is now more than ever. It is thus critical that a wider audience is engaged in the conversation around health and fitness. We are committed to the mission of empowering every individual, including sportspersons, fitness enthusiasts, and athletes, in their tryst to achieve their fitness goals. Asim is an inspiration for many youngsters, and it is his dedication towards fitness that synchronizes with the ethos of BigMuscles Nutrition. We are happy to have him onboard,” said Suhel Vats, Founder and MD,  BigMuscles Nutrition.

Asim Riaz also expressed, “My partnership with BigMuscles Nutrition highlights our joint commitment to promoting health and fitness. While I have been regularly sharing workout routines, diet plans and fitness tips to motivate my followers to adopt fitness regimes, they also need to be informed about nutritional supplements that can further strengthen and pace up their fitness journey. I am sure this partnership will benefit scores of people, especially the youngsters.”

Recently, BigMuscles Nutrition also launched the Hustle Banaye Muscles campaign, which spotlighted women actively pursuing fitness goals and taking control of their health. The all-women campaign celebrated the growing influence of women in the health and fitness space.

Through this collaboration with Asim Riaz, BigMuscles Nutrition continues its mission to empower individuals to lead healthier, more fitness-driven lives.

The Indian Street Premier League (ISPL), India’s pioneering tennis-ball T10 cricket tournament held inside a stadium, has announced a landmark partnership with global energy drink brand, Predator Energy, as its Official Energy Drink Partner. The historic three-year sponsorship deal is valued at Rs. 9.93 crore, with Rs. 3 crore allocated for the first year and a 10 percent annual increase, showcasing the ISPL’s immense commercial potential and rapid growth trajectory.

Suraj Samat, League Commissioner and Core Committee Member, ISPL expressed, “We are delighted to welcome Predator Energy to the ISPL family as our official energy drink partner. The association aligns with our mission to bring high-octane energetic action to cricket fans across the country. As ISPL provides a platform to fuel the dreams of aspiring cricketers, we look forward to inspiring players and fans alike over the next three seasons with Predator Energy!” 

The announcement follows the successful ISPL Season 2 Player Auction, where Abhishek Dalhor emerged as the most expensive player at Rs. 20.50 lakh, and 15-year-old Sharik Yasir joined Srinagar Ke Veer, owned by Bollywood superstar Akshay Kumar, as the youngest player. With squads finalized and Predator Energy on board as a key brand partner, ISPL Season 2 promises an exhilarating combination of cricket and entertainment from January 26 to February 15, 2025, at the Dadoji Kondadev Stadium in Thane, Maharashtra.

Tickets for the much-anticipated season are now live exclusively on the District by Zomato app, offering fans a chance to witness the action-packed matches. Prices range from Rs. 199 to Rs. 499 for General Tickets and Rs. 2,000 to Rs. 3,500 for Premium Tickets, which include complimentary food and beverages. Season Tickets are also available, starting at Rs. 2,499 (General) and Rs. 15,000 (Premium), granting access to all matches. 

“ISPL is India’s biggest sports & music carnival to celebrate the champion in each one of us. Season 2 promises to be bigger with thrilling action and blockbuster entertainment. With tickets now available, we invite fans from across the country to be part of this cricket festival and feel the energy live inside the stadium,” added Suraj Samat.

The ISPL Season 2 Auction, held on December 11, 2024, in Mumbai, featured intense bidding among six teams, signing 96 players for a combined total of over Rs. 5.54 crore. The auction also introduced exciting new rules such as the Right-to-Match (RTM) and Icon Player options, enabling teams to retain star players and strengthen their squads. Prominent purchases included Abhishek Dalhor for Majhi Mumbai at Rs. 20.50 lakh, Saroj Paramanik for KVN Bangalore Strikers at Rs. 16.25 lakh, Ketan Mhatre for Chennai Singams at Rs. 17.25 lakh, and Irfan Umair for Falcon Risers Hyderabad at Rs. 16.50 lakh.

The six franchises bring a dynamic mix of cricket and entertainment, with celebrity owners such as Amitabh Bachchan (Majhi Mumbai), Ram Charan (Falcon Risers Hyderabad), Kareena Kapoor Khan & Saif Ali Khan (Tiigers of Kolkata), Hrithik Roshan (KVN Bangalore Strikers), and Suriya (Chennai Singams) adding a star-studded dimension to the league. Fans can catch all the live action on Star Sports 1 and stream matches on Disney+ Hotstar, ensuring a nationwide celebration of tennis-ball cricket on a grand stage.

In a groundbreaking partnership, PNG Jewelers, one of India’s most esteemed jewelry brands with a legacy of over 192 years, has announced its association with the World Pickleball League (WPBL) as the Powered By Partner in a multi-year deal. This collaboration bridges the rich heritage of PNG Jewellers with the dynamism of India’s first franchise-based pickleball league.

The World Pickleball League, co-founded by Gaurav Natekar and Arati Ponnappa Natekar, is a pioneering initiative that brings together sport, entertainment, pop culture, and fashion. Featuring six competitive teams and showcasing top Indian and international players, the league aims to create a vibrant platform where Indian talent can compete with global athletes. The inaugural season is set to kick off on January 24, 2025, promising an electrifying blend of sports and entertainment.

Saurabh Gadgil, Chairman and Managing Director, P N Gadgil Jewellers Ltd. said, "After our successful IPO earlier this year, we have been actively finding ways to engage with our target audience and connect with them on a deeper level. The World Pickleball League's mission to create a compelling sportainment property aligns perfectly with our marketing plans. The fact that it is a popular sport with women further supports our endeavor to empower women. We believe in Gaurav and Arati's commitment and vision for the league and its stakeholders and look forward to an exciting journey ahead.”

Gaurav Natekar, Co-Founder and CEO, World Pickleball League added, “Coming from the city of Pune, where PNG Jewellers has a rich heritage, I am thrilled to welcome them as our Powered By Partner. Their commitment to excellence and long-term partnership with the league will significantly contribute to elevating the World Pickleball League’s fan-following and popularity.”

The partnership signifies the increasing interest and investment in the rapidly growing sport of pickleball in India. By aligning with an iconic brand like PNG Jewellers, the World Pickleball League is set to enhance its position as a premier sportainment property, captivating audiences with its unique blend of competitive sports and entertainment.

With its inaugural season just weeks away, the World Pickleball League promises to set new benchmarks, uniting tradition and innovation, while paving the way for Indian sports to shine on the global stage.

Wellbeing Nutrition, a prominent health and wellness brand, has introduced its “Unhustle Fitness” campaign to champion a refreshing approach to fitness. This campaign encourages individuals to prioritize recovery and focus on overall well-being, challenging the traditional fitness narratives that glorify constant hustle and performance-driven routines.

Marking the company’s first major initiative of 2025, the “Unhustle Fitness” campaign addresses the growing consumer demand for sports nutrition products that support sustainable fitness journeys. It emphasizes recovery as an integral component of fitness, promoting balance, endurance, and steady progress. The campaign spotlights Wellbeing Nutrition’s whey protein range, which includes Whey Protein Isolate (available in unflavoured and dark chocolate), Whey Protein Blend (swiss chocolate and cappuccino), and Whey Protein Concentrate (unflavoured).

“India is on the cusp of a fitness revolution, and the sports nutrition market presents immense potential for innovation. Through the ‘Unhustle Fitness’ campaign, we’re reframing the narrative to emphasize recovery as the cornerstone of sustainable progress. By pioneering a shift towards recovery and holistic wellness, Wellbeing Nutrition aims to tap into the growing sports nutrition market, redefining fitness for a new generation of Indians. Through the 'Unhustle Fitness' campaign, we want to reshape the conversation around fitness, focusing on balance, strength, and incremental progress instead of just performance and hustle. Our goal is to provide consumers with a more inclusive and sustainable approach to fitness that nurtures long-term health, rather than just short-term gains,” highlighted Avnish Chhabria, Founder, and Saurabh Kapoor, Co-founder of Wellbeing Nutrition.

With the “Unhustle Fitness” initiative, Wellbeing Nutrition is not only responding to the evolving needs of fitness enthusiasts but also setting the stage for a paradigm shift in the sports nutrition landscape. By prioritizing recovery and holistic well-being, the brand seeks to empower individuals to achieve their fitness goals sustainably, fostering a healthier and more balanced approach to wellness.

The Raymond Group, a symbol of excellence and innovation, is set to mark its 100th anniversary with the Raymond 100 Autofest — an extraordinary automobile festival curated to enthrall car and bike enthusiasts. Organized by the Super Car Club Garage (SCCG), this landmark event will take place from January 10 to 12, 2025, at JK Gram in Thane, showcasing a remarkable fusion of power, vintage charm, and modern design.

With over 500 vehicles on display, the Autofest promises a feast for the senses. From gleaming supercars and roaring superbikes to timeless vintage classics and cutting-edge modern marvels, the event caters to every automobile aficionado. Adding star power to the event are global racing legends Mika Häkkinen and Narain Karthikeyan, along with motorsport veteran Gaurav Gill.

A standout attraction will be Ravi Shastri’s iconic Audi 100, lovingly restored by SCCG. This third-generation Audi 100, originally launched in 1982, embodies the intersection of heritage and innovation that defines the Raymond ethos. Commenting on the car, Shastri described it as a "national asset," reflecting his admiration for its restoration. Gautam Singhania, Chairman & Managing Director of Raymond Group, personally handed over the restored vehicle to Shastri, adding an emotional dimension to the event.

Gautam Hari Singhania, Chairman & Managing Director, Raymond Group remarked, “The Raymond 100 Autofest is more than a showcase of automobiles; it’s a celebration of passion, ingenuity, and our deep connection with the community. This event encapsulates our ethos of excellence and evolution, much like the automotive world we’re celebrating – a perfect ode to our remarkable 100-year journey.”

The Raymond Group’s illustrious journey began in 1925 as a modest textile manufacturer. Over the decades, it has evolved into a household name synonymous with quality and innovation. Much like the ever-evolving world of motoring, Raymond’s history is a testament to resilience, adaptation, and reinvention. The Raymond 100 Autofest reflects this legacy, celebrating not only the company’s centenary but also the shared growth of Raymond and the city of Thane.

This one-of-a-kind event promises an immersive experience for car and bike lovers across the Mumbai Metropolitan Region (MMR). Vintage automobile enthusiasts will be drawn to the nostalgic charm of classic cars and bikes, while adrenaline junkies can marvel at today’s superbikes and supercars, including Harley-Davidson models. The festive atmosphere will be further elevated by live music performances, an eclectic flea market, interactive kid zones, and gourmet food courts, offering something for everyone in the family.

On its grand scale, the Raymond 100 Autofest aspires to secure a place in the Indian Book of Records, showcasing rare engineering marvels and celebrating India’s burgeoning automotive culture. By bringing together heritage and modernity, the event invites attendees to witness artistry and craftsmanship that transcend generations.

Whether captivated by the nostalgia of vintage classics or the futuristic allure of cutting-edge supercars, visitors to the Raymond 100 Autofest are promised an unforgettable journey through history, innovation, and the enduring legacy of one of India’s most beloved and trusted brands.

HYPHEN, a renowned skincare brand celebrated for its innovative products, took its commitment to skin health to new heights at this year’s Powai Run. With over 5,000 runners participating in the much-anticipated event, tackling both 10km and 4km routes, HYPHEN’s involvement as an official sponsor helped to integrate essential skin protection into the marathon experience, prioritizing sun safety for all participants.

While marathon runners often focus on endurance and performance, skin protection can often be overlooked during such high-energy events. To address this gap, HYPHEN introduced its Ultra-Light Water Sunscreen, ensuring that participants remained sun-safe throughout the race. Designed for an active lifestyle, the sunscreen provides broad-spectrum SPF protection with a lightweight, non-greasy formula, making it the perfect companion for outdoor activities and extended exposure to the sun.

To further enhance accessibility, strategically placed sunscreen dispensers along the marathon route enabled runners to easily apply the product before the race began. Participants also received complimentary sunscreen samples and kits, reinforcing HYPHEN's commitment to promoting holistic well-being and skin care.

Runners expressed immense gratitude for the thoughtful addition of the sunscreen dispensers, with many noting how it enhanced their race experience. “Having sunscreen readily available during the race was such a considerate touch—it showed that HYPHEN truly cares about our well-being,” said one participant, highlighting the positive impact of this skin protection initiative.

Tarun Sharma, Co-founder and CEO of HYPHEN said, “At HYPHEN, we are committed to creating solutions that integrate effortlessly into people’s lives. Partnering with the Powai Run was a perfect opportunity to showcase how skin health and wellness can go hand-in-hand. Seeing over 5,000 runners embrace sun protection during their race was incredibly rewarding and validated the effectiveness of our Ultra-Light Water Sunscreen in real-world conditions.”

HYPHEN’s Ultra-Light Water Sunscreen sets itself apart with a unique formulation that blends advanced science with nature, offering lasting and broad-spectrum SPF protection. Suitable for all skin types, its lightweight, non-greasy texture ensures maximum comfort without compromising on performance—making it ideal for high-intensity activities like marathons.

This collaboration with the Powai Run is a testament to HYPHEN’s broader vision of empowering individuals to live active, sun-safe lifestyles. Through initiatives like these, HYPHEN is not only advocating for better skincare but also redefining wellness, one race at a time.

Delhi SG Pipers has announced a new partnership with Somany Ceramics, who will serve as the official associate sponsor for the upcoming edition of the Hockey India League (HIL). As part of the collaboration, the team’s men’s and women’s jerseys will feature Somany Ceramics’ name prominently on the collars.

Mahesh Bhupathi, CEO of SG Sports, Media and Entertainment said, "We are delighted to have Somany Ceramics as our associate sponsor for the upcoming edition of the Hockey India League. The brand's commitment to quality and innovation resonates with our team's values, our style of sport and play - plus the millions of fans who look up to us for inspiration. We look forward to working together with Somany to create engaging experiences for our fans and viewers."

Owned by SG Sports, Media, and Entertainment (SGSE), a part of the APL Apollo Group, the Delhi SG Pipers boasts a strong lineup, including Olympic medalists Jarmanpreet Singh, Rajkumar Pal, and Shamsher Singh.

Abhishek Somany, Managing Director and CEO of Somany Ceramics Limited said, "Somany Ceramics is proud to partner with the Delhi SG Pipers for the Indian Hockey League 2025. This collaboration reflects our ethos, ‘Zameen Se Jude,’ celebrating the resilience, unity, and spirit that hockey symbolizes for our nation. Together, we honor India’s rich heritage and inspire future generations to carry forward this legacy with pride."

As the Hockey India League makes its comeback after a seven-year hiatus, the franchise has also made key appointments, including legendary Indian goalkeeper PR Sreejesh as Director of Hockey. Former India men’s national team coach Graham Reid, under whose leadership India ended a 41-year Olympic medal drought, will serve as the head coach for the men’s team. Dutch coach Dave Smolenaars has been named the head coach of the women’s team.

SG Sports, Media and Entertainment, a subsidiary of APL Apollo Group, is involved in various sports, including chess, cricket, table tennis, and football.

The Hockey India League will return in its sixth edition from December 28, 2024, to February 1, 2025, featuring eight men’s and four women’s teams. The matches will take place in Rourkela and Ranchi.

The European T20 Premier League (ETPL), a prestigious franchise tournament jointly backed by the cricket boards of Ireland, Scotland, and the Netherlands, has received a significant boost with renowned actor, entrepreneur, and sports enthusiast Abhishek Bachchan joining as a co-owner. The ICC-sanctioned league, scheduled to take place from July 15th to August 3rd, 2025, promises to feature top-tier cricket talent from the three participating nations alongside world-class players from across the globe. Bachchan's involvement further enhances the league’s stature, adding global appeal to an already exciting cricketing venture.

The league’s growth and development have been guided by an interim working group made up of representatives from the three cricket boards, alongside strategic partner Rules Sports Tech, which represents the funding partners. This group is tasked with shaping key decisions and ensuring the establishment of an administrative body to effectively manage the tournament.

Abhishek Bachchan said, “Cricket is not just a sport; it’s a unifying force that transcends boundaries. The ETPL is the ideal platform to showcase cricket’s growing global appeal. With cricket being included in the 2028 Olympics, its popularity will further surge. I’m humbled and excited about this unique collaboration between the cricket boards of Ireland, Scotland, and the Netherlands. I sincerely thank the ICC and the three boards for their tireless work, and I have immense faith in our team to bring this event to fruition. I congratulate Warren, Saurav, Priyanka, Dhiraj, Andrew, and countless others who have been working hard over the last year to make this a reality. I am dedicated to working with all stakeholders to ensure that the ETPL becomes a resounding success, bringing cricket closer to millions across Europe. This is just the beginning. It’s time to roll up our sleeves and let the games begin.”

Warren Deutrom, CEO of Cricket Ireland and Chair of the ETPL shared, “We are delighted to welcome Abhishek Bachchan as a co-owner of the ETPL. His deep passion for sports and entrepreneurial acumen add tremendous value to our vision of elevating the status and profile of European cricket. With ICC’s support, Abhishek’s commitment to our shared vision, alongside the exceptional expertise brought to the tournament by Saurav, Priyanka, and Dhiraj from Rules Sports Tech, we believe we can create a cricket experience that elevates the game, inspires young talent, and provides a tremendous platform for European cricket on the global cricketing stage.”

Saurav Banerjee, Director, ETPL, highlighted, “Cricket, the second most-watched sport globally, is gaining significant momentum in Europe. With 34 out of 108 ICC members from this region, we aim to make cricket a major sport here, building a legacy that players, fans, and stakeholders can proudly celebrate. This would not have been possible without the support of Cricket Ireland, who have been tirelessly working with us over the last year to make this happen. We also look forward to working closely with Abhishek, whose commitment to sports and active involvement has been truly inspiring."

Priyanka Kaul, Director, ETPL, added, “Starting with six teams — Dublin, Belfast, Amsterdam, Rotterdam, Edinburgh, and Glasgow - and with prominent media partners ensuring extensive coverage, the tournament will reach audiences worldwide, with Europe, India, Australia, England, being some of the key markets. Abhishek’s deep passion for sports and enthusiasm in this initiative have been invaluable. We look forward to continuing this exciting collaboration with him on this journey.” 

S Ravi, Founder of Ravi Rajan Group and Abhishek Ravi, Partner Ravi Rajan Group and Financial Advisor to the ETPL emphasized, “Transparency and due diligence are at the core of the ETPL. With robust financial oversight, we are committed to building a trusted and sustainable platform for all stakeholders.” 

Supporting the league’s financial framework, KPMG will provide comprehensive advisory services, including financial planning, due diligence, governance, and strategic guidance. A formal launch event for the ETPL will soon be announced, offering details about franchise ownership, team names, and the player draft.

Set to revolutionize cricket in Europe, the ETPL is primed to showcase exceptional talent, deliver unmatched entertainment, and inspire the next generation of cricket players and fans worldwide.

Reise Moto, a trailblazer in the motorcycling industry, has announced the appointment of Harith Noah, one of India’s top motorsport athletes, as its official Brand Athlete. This strategic partnership brings together two powerhouses—Harith Noah, known for his unyielding perseverance and passion for motorsport, and Reise Moto, a brand dedicated to innovation and empowering riders to explore uncharted territories.

Harith Noah’s journey in motorsports is a story of resilience and determination. From starting his career at a young age to conquering one of the world’s most grueling sports, Harith has overcome numerous challenges. His extraordinary physical and mental endurance has earned him a reputation as one of India’s finest motorsport athletes. His achievements continue to motivate and inspire a new wave of athletes to push beyond their limits and reach new heights.

A key highlight of Harith's career is his remarkable participation in the Dakar Rally, considered the toughest motorsport event in the world. As one of the few Indians to compete in this prestigious event, he has consistently made a mark by improving his ranks year after year. In addition to his achievements in international rally competitions, Harith has claimed multiple titles in the Indian National Rally Championship, solidifying his status as a dominant force in Indian motorsport.

“Exciting times ahead! I am very thrilled to be associated with Reise Moto! This partnership is a natural fit given our shared passion for pushing boundaries. Together, we aim to create products that inspire confidence and deliver exceptional performance in the toughest conditions," said Harith Noah. 

The partnership between Harith Noah and Reise Moto is a natural synergy, with both entities driven by a shared commitment to resilience and performance. As Harith adapts to the toughest terrains and continues to break new ground in motorsport, Reise Moto is equally dedicated to delivering high-performance products that allow riders to explore new limits and take on the toughest challenges.

“We are thrilled to welcome Harith Noah to the Reise Moto family. His achievements on the global stage reflect our commitment to excellence, and his inspiring journey resonates with our mission to elevate the riding experience for the Indian biking community. While we are committed to nurturing motorsports in India, supporting talent from grassroots initiatives to global icons like Harith Noah, and inspiring a new generation of riders to chase their dreams on and off the track, we aim to align our products with the aspirations of both sides of the world," said Yogesh Mahansaria, Founder & Managing Director, Reise Moto.

This partnership is set to ignite the spirit of adventure, celebrating Harith Noah’s journey and showcasing the performance-driven, innovative products from Reise Moto. Together, they are dedicated to inspiring riders to push past their boundaries, redefine possibilities, and experience the thrill of the ride with confidence and style. Harith Noah’s association with Reise Moto marks the beginning of a powerful collaboration to empower riders and fuel their passion for exploration.

Lauritz Knudsen Electrical and Automation (formerly L&T Switchgear), a well-known name in India’s electrical and automation sector and part of the Schneider Electric group, has announced a strategic partnership with Mumbai Indians as their Principal Partner. Starting in the 2025 season, the Lauritz Knudsen logo will feature prominently on the front of Mumbai Indians’ official jersey and training apparel, connecting with the team’s 50 million global fans and those at the iconic Wankhede Stadium.

Deepak Sharma, Zone President, Greater India, MD & CEO of Schneider Electric India said, “Cricket unites India like no other platform, creating connections that transcend borders and cultures. At Lauritz Knudsen, our solutions have fortified the success of our customers for decades, and as we embark on a new growth trajectory aligned with the nation’s vision of ‘Viksit Bharat,’ we remain committed to being a partner of choice for our customers, partners, and stakeholders. This partnership with Mumbai Indians, one of the world’s most successful cricket franchises, perfectly reflects our shared passion for growth, excellence, and performance. We wish the team an exceptional season, confident they will once again elevate the game, setting new benchmarks for class, quality, and innovation in cricket.”

Naresh Kumar, COO of Lauritz Knudsen added, “At Lauritz Knudsen, our commitment to India is both profound and unwavering. This partnership with Mumbai Indians exemplifies the transformative power of collaboration in driving progress and innovation. As we chart a new course under our reimagined brand identity, we reaffirm our dedication to empowering India’s growth through solutions that inspire aspiration and deliver unmatched reliability. Aligning with Mumbai Indians—a team that epitomizes excellence and an indomitable spirit—enables us to deepen this commitment and engage with millions across the nation in meaningful ways.”

Rajat Abbi, VP – Global Marketing and Chief Marketing Officer of Schneider Electric, Greater India shared, “Mumbai Indians exemplify the passion, focus, and relentless pursuit of excellence that resonate deeply with us at Lauritz Knudsen. With the launch of our new brand identity and our steadfast commitment to driving the nation’s growth, this partnership symbolizes a strong synergy of trust and a shared vision between two iconic brands. In the long term, we see this collaboration as a catalyst—not just amplifying the unifying energy of cricket, but also advancing our mission to empower Bharat and contribute to shaping the New India.”

This partnership between Lauritz Knudsen and Mumbai Indians represents a strategic alliance underpinned by shared values of innovation, trust, and performance. It aims to engage millions of fans worldwide while reinforcing both brands’ leadership in their respective domains.

A Mumbai Indians spokesperson added, “We are thrilled to welcome Lauritz Knudsen Electrical and Automation as our principal partner—a brand that embodies innovation and performance. This partnership is built on the strong heritage of Lauritz Knudsen and the cricketing legacy that Mumbai Indians have crafted over the years. Together, we aim to build on the shared values that unite us, with our fans always at the heart of everything we do.”

By combining Lauritz Knudsen’s cutting-edge expertise with Mumbai Indians’ dynamic cricketing legacy, the collaboration underscores the mutual vision of driving growth, excellence, and innovation across India and beyond.