News

Football is increasingly becoming bigger than it ever was. Be it in terms of the valuation or the amount of influence it now carries in the world, there has been an accentuation in how powerful individuals or groups have been using the sport as a means to promote their image or portray their strength. Because...

Reigning World Champion Max Verstappen got the 2023 Formula One season underway with a win, with his teammate Sergio Pérez making it a 1-2 for Red Bull. Aston Martin’s new signing Fernando Alonso scored his 99th career podium, as the two-time World Champion finished third following an incredible drive from the veteran.  The only Ferrari...

Royal Challengers Bangalore have roped in ceramic and vitrified tiles manufacturer Kajaria Tiles as their Principal Sponsor for their Women's Premier League team. Kajaria Tiles will also join as the front of the jersey sponsor of the team and will have their logo on the front of the RCB WPL team's jerseys. Led by ace India batter Smriti Mandhana, the Bangalore squad likes star players such as Ellyse Perry, Sophie Devine, Renuka Singh and Richa Ghosh. Rishit Kajaria, Joint Managing Director, Kajaria Ceramics Ltd, commented, "We have been waiting for an opportunity to support Women's cricket and the Women's Premier League is the perfect platform. 'RCB is a team which has a very strong fan base and digital presence, and we are excited to partner with them to promote our shared ethos of Women Empowerment, our Women's cricketers are among the best in the world and the Women's Premier League will help bring their talent to the fore. The Women’s Premier League will have a great impact on Women’s cricket, and we are excited to be a part of a team that will no doubt inspire the next generation of girls to take up sports."

TIGC, a men's wear firm which is a brand of the The Indian Garage Co. company, has roped in Indian cricketer Suryakumar Yadav as their brand ambassador. The brand hopes to use Yadav's growing popularity to enhance their brand visibility and cement themselves as a top fashion brand for the youth. The partnership will see Yadav promote the brand's various products through social media and advertisement campaigns. Anant Tanted, CEO and Founder of TIGC, commented, "This is our maiden move to capture a piece of the digital-first fashion market in India. We are delighted to partner with Suryakumar Yadav as the brand ambassador of TIGC. He is an excellent sportsman, and his vivaciousness goes beyond the game. He represents everything TIGC stands for: innovation, fearlessness, boldness, and creativity! We are looking forward to a significant association with him!” Suryakumar Yadav, added, "Fashion for me is a combination of style and comfort, and I am happy to be associated with a fashion brand like TIGC. Through this partnership, I hope to engage with my fans and share my sense of style.”

French Formula One team Alpine have roped in former French footballer Zinedine Zidane as a brand ambassador. Zidane will join not only as the Formula One team’s brand ambassador but also for the French car manufacturer.  As a brand ambassador, Zidane will work towards promoting equal opportunities in the sporting industry and automotive industry as...

Much like sports itself, sports broadcasting has gradually become an industry that is also becoming a tool through which larger world structures are staking their claim to various sports across the world. European football presents a rich example of it, as geopolitical wars ensue over broadcasting rights and ownership of clubs. Gradually enough, something similar...

Laura Wolvaardt is a professional cricketer who plays for the South Africa women’s national cricket team and Western Province in domestic competitions. At the age of 13, Wolvaardt was a member of South Africa’s Under-19 squad and was quick to climb up the ladders to the national team. In 2017, she was named the Women’s...

DS Penske’s Jean-Éric Vergne won the inaugural Hyderabad E-Prix, a race which saw plenty of action as motor-racing returned to India. Envision Racing’s Nick Cassidy finished second, while Porsche’s António Félix da Costa took the final podium place after Sébastien Buemi received a 17-second penalty.  Home team Mahindra Racing’s Oliver Rowland finished sixth to score...

PepsiCo’s recently-launched lemon-lime flavoured soda STARRY has been roped in as the Official Soft Drink of the NBA, the WNBA and the NBA G League. STARRY will also serve as the Title Partner of the NBA All-Star 3-Point Contest, which will be held on February 18, 2023, in Salt Lake City, Utah. Tara Mulcahy, Head...

The Fédération Internationale de l’Automobile (FIA) has announced that six manufacturers have registered as Power Unit Suppliers for the 2026–2030 seasons of the Formula One World Championship.  The six manufacturers that have registered are as follows: Mohammed Ben Sulayem, President, FIA, said: “The confirmation that there will be six Power Unit manufacturers competing in Formula...