Sportz Interactive and WordsWork have entered into a strategic alliance aimed at helping sports organisations in India strengthen fan engagement and commercial outcomes through integrated technology, content and communications. The partnership brings together Sportz Interactive’s data-driven digital capabilities with WordsWork’s experience in storytelling and media relations.
Sportz Interactive brings over 23 years of experience and a client portfolio spanning more than 150 sports organisations, including BCCI, IPL, WPL, PKL and seven out of ten IPL teams. WordsWork, with 18 years in the sector, has worked with over 100 sports organisations across leagues, federations and franchises. The alliance is positioned as a response to the growing complexity of sports brand building beyond on-field performance.
As the Indian sports ecosystem matures, rights holders and franchises are increasingly focused on fan lifetime value, digital subscriptions and sponsor integration. Fragmented digital and communications strategies, however, often dilute brand narratives across platforms. The SI-WordsWork alliance aims to address this gap by offering a unified approach that aligns technology-led engagement with consistent storytelling.
The collaboration combines SI’s expertise in digital platforms, mobile apps and content management with WordsWork’s capabilities in narrative development, public relations and stakeholder communications. The objective is to ensure that fan interactions, whether through apps, social media or press coverage, reinforce a coherent brand identity.
Chintan Shah, senior vice president at Sportz Interactive, said, “Sports organizations today aren't just looking for vendors; they need partners who understand how to build a legacy. By combining our tech and content engines with WordsWork's communication expertise, we are offering a unique toolkit for brand building.”
Neha Mathur Rastogi, founder of WordsWork, added, “Today’s sports clients need integrated solutions. That is when we see real impact. We have enjoyed working with Sportz Interactive over the years and share the same ethos and passion for the industry.”
From a commercial perspective, the alliance is positioned as a one-stop solution for sports entitieslooking to launch new leagues, reposition teams or drive monetisation through digital channels. The combined offering is designed to support mandates ranging from fan acquisition and retention to sponsor visibility and global outreach.
For advertisers and brand partners, such integrated models promise clearer attribution between fan engagement metrics and commercial outcomes. As sports consumption becomes increasingly digital-first, the ability to align content performance, fan data and public narratives becomes central to revenue growth.
The SI-WordsWork partnership reflects a broader trend within sports marketing, where agencies are consolidating capabilities to meet demands for scale, speed and measurable impact. For sports organisations, the alliance offers an alternative to managing multiple specialist vendors, instead opting for an integrated operating model focused on long-term brand value.