Fuse forays into India to create a sports marketing powerplay

In a move that feels as inevitable as a Virat Kohli century, global sports and entertainment agency Fuse, a part of Omnicom Media Group (OMG), has officially set up shop in Mumbai. At its helm is Jigar Rambhia, a seasoned sports marketing professional with a CV that reads like a who’s who of the industry.

From Sporjo, where he served as COO, to stints at Wavemaker, TME (Rediffusion Y&R), and Madison Communications, Rambhia brings a wealth of experience to a market that’s ripe with opportunities for growth.

Fuse's arrival in India isn’t just another agency expansion; it’s a strategic play to tap into one of the fastest-growing sports markets in the world. As Kartik Sharma, Group CEO of Omnicom Media Group India, puts it, “Sport and culture are increasingly seen to be significant growth drivers for brands.” Fuse’s expertise, Sharma says, will enable OMG to create “transformational experiences” for its clients. That’s corporate-speak for: “We’re here to make big, bold moves in sports marketing.” And with Rambhia at the helm, those moves are likely to score.

India’s sports landscape: Beyond cricket fever

When one thinks of sports in India, cricket is the giant elephant (or rather, the roaring lion) in the room. But while it continues to dominate, the country’s sports landscape is evolving into a veritable jungle gym of opportunities.

Kabaddi, football, and badminton are climbing the ranks, buoyed by league formats and broadcast deals. Add to that India’s increasingly impressive performances on global stages like the Olympics and Paralympics, and you’ve got a sporting ecosystem valued at upwards of $1.8 billion.

It’s no surprise, then, that brands are keen to jump on the sports marketing bandwagon. From strategic planning to activation, Fuse plans to offer end-to-end solutions to help brands ride this wave of enthusiasm.

As Rambhia aptly observed, “The momentum in sports in India is at an exciting juncture… Sport has increasingly become a vital part of India's cultural fabric.” In other words, if you’re a brand looking to connect with Indian audiences, you better have your game face on.

Cricket may reign, but all sports matter

Fuse’s new office launches with Shriram Finance and Uni League Cricket as its inaugural clients, a clear nod to cricket’s unassailable dominance. But the agency’s ambitions go far beyond the pitch.

With India evolving into a multi-sport nation, there’s a growing appetite for everything from kabaddi mat action to badminton court clashes. Fuse aims to position itself as the go-to partner for brands looking to capitalise on this diversification.

This shift isn’t just about sports themselves; it’s about how Indians consume them. The rise of OTT platforms has revolutionised sports viewing, with tech innovations and immersive experiences redefining fan engagement.

For brands, this means more touchpoints, more data, and more opportunities to connect. Fuse’s approach, combining OMG’s data prowess with its own sports marketing expertise, is a clear signal that it’s ready to tackle this challenge head-on.

Global expertise, local focus

Fuse isn’t starting from scratch. The agency brings with it a global network of sports and entertainment specialists working in key markets like Spain, Brazil, and now India.

Its roster of international clients—think PepsiCo, Nissan, and Philips—demonstrates the kind of big-league players it’s accustomed to working with. According to Louise Johnson, Global CEO at Fuse, the India launch is a “critical milestone” that underscores the agency’s commitment to driving brand growth through sports and entertainment.

What makes Fuse’s entry into India particularly intriguing is its blend of global expertise and local focus. By leveraging OMG’s cutting-edge data and technology capabilities, Fuse is positioning itself as a formidable player in India’s sports marketing arena.

As Rambhia rightly points out, the agency is strategically placed to help brands “drive deeper connections with audiences” in this unique and complex market.

So, what does Fuse’s arrival mean for India’s sports marketing ecosystem? For one, it signals a maturing market that’s ready for sophisticated, data-driven approaches to sponsorship and partnerships. It also reflects the growing recognition of sport as a cultural and economic force in India. Brands that might once have stuck to cricket now have the tools—and the agency partners—to explore new opportunities across a broader spectrum of sports.

In a country where sport is a religion and fandom runs deep, Fuse’s timing couldn’t be better. Whether it’s cricket, kabaddi, or something entirely new, the agency is here to help brands turn their sporting dreams into reality. As the whistle blows on this new chapter, all eyes are on Fuse to see just how big a splash it can make. One thing’s for sure: the game is on.