Sports

Jin explains why a brand designed to be invisible is going all-in on football, K-pop and gaming.

Wieden+Kennedy’s six-minute film features more than 30 global stars, launching a massive ecosystem that expands the Nike Football Universe.

A joint statement from FIFA and Zee said the deal covers 39 ⁠FIFA events over eight years through 2034, including the Women's World Cup in 2027.

Traditional segmentation was built for a slower world. By the time a pre-built segment fires, the moment it was designed for has often already moved.

Decathlon Sports India engaged more than 200,000 participants through Sports Utsav 2026, activating community-led sporting experiences across 60 cities.

The 2026 World Cup promises record-breaking crowds — and historic ticket costs — but sponsors are leveraging digital creators and exclusive activations to get consumers closer to the action.

Red Bull has introduced an interactive gaming activation featuring KL Rahul, offering fans a chance to meet the cricketer through leaderboard participation.

The activewear brand is using metro train branding across three cities to extend IPL season visibility into high-traffic commuter corridors.

KP Group’s latest campaign with Delhi Capitals players connects renewable energy adoption with the momentum and strategy of cricket.

With World Cup broadcast rights still unresolved in India and China, up to 2.8 billion fans could miss coverage—making the ROI for Asia’s FIFA sponsors harder than ever.

With a month left until kickoff, here are all the brands celebrating the World Cup so far.

DreamSetGo’s latest campaign uses creator-led storytelling and humour to position premium sports experiences as aspirational and accessible.

JioHotstar and Swiggy have introduced an in-stream food ordering experience designed around live sports consumption and real-time engagement.

They're joined by Lamine Yamal, Jude Bellingham, Trinity Rodman, Zinedine Zidane, David Beckham and Alessandro Del Piero in a film that turns neighborhood lore into a global football story.

As women’s sport moves from purpose play into serious commercial strategy, Prachi Narayan, managing partner, Havas Play India, shares a playbook for marketers.

The entertainment giant is leveraging its self-service platform and biddable sports media to attract independent agencies and brands.

With the World Cup six weeks out, Samsung and BBH Singapore deploy Thierry Henry and a television.

boAt strengthens its RCB partnership through a social-first content strategy designed to engage cricket fans in real time during the T20 season.

Joy Personal Care celebrates its long-standing association with Kolkata Knight Riders through a new campaign linking cricket with everyday life.

IGI partners Gujarat Titans to spotlight the need for independent diamond certification through a digital-first campaign featuring prominent cricket figures.

The league said the decision to launch in the city was deliberate. “When the world’s most passionate cricket audience believes in something, that belief travels,” said league chairman Robin Chaudhary.

WPP Media South Asia’s managing director - content, sports and entertainment, notes that sports remains advertising’s last reliable appointment-viewing engine delivering guaranteed, mass simultaneous audiences.

Jeff Shafer, Lenovo's global exec, on why the tech major doesn't treat FIFA as a media buy. Yes, it’s invested in the most valuable brand real estate on Earth but being just another logo on the pitch would miss the point.

Zee Entertainment expands its sports broadcast strategy with continued coverage of DP World ILT20, leveraging multi-platform reach and growing league viewership.

Its latest campaign reframes cricketers’ downtime, swapping post-match adrenaline for screen-led unwinding in a high-decibel cricket season.

Bisleri collaborates with Royal Challengers Bengaluru on a digital-first campaign that reframes hydration through a humorous behind-the-scenes storytelling format.

WPP Media’s EssenceMediacom is the incumbent.

Sony Sports Network strengthens its regional strategy with a Kannada channel, aiming to deepen audience engagement and unlock Karnataka’s sports viewership potential.

Global partnership includes hero film and in-person and digital experiences for fans.

TechnoSport launches a new brand film using IPL season momentum to reposition activewear around everyday movement and broader consumer relevance.

Pocket FM joins Indian Open 2026 to connect with youth audiences through Pickleball, combining live and digital brand activations.

Campaign speaks to Arthur Sadoun, chief executive of Publicis Groupe, and Suzy Deering, CEO of Publicis Sports, about sports marketing being the network’s “next big bet”.

The deal highlights how the Indian Premier League (IPL) is evolving from a domestic corporate- and celebrity-led league into a magnet for global private equity and sports capital.

‘The Apache DNA’ anthem with Brodha V is meant to connect performance motorcycling with music and youth culture.

Coca-Cola India launches sports drink with a cricket-led marketing campaign featuring Shubman Gill and Neeraj Chopra.

The skincare brand’s campaign uses a sports metaphor to communicate the brand’s positioning around sun protection.

Travel Food Services and Thums Up activate airport dining spaces with a cricket-themed promotion timed around the ICC Men’s T20 World Cup.

For brands chasing real cultural gravity, the question isn't which event to sponsor. It's whether you understand where the energy actually lives.

Its latest cinematic campaign is fronted by its new brand ambassador Yashasvi Jaiswal.

When brands are investing crores into premium tournaments, visibility cannot remain an assumption. It must become measurable.

It integrated live performance and cricket spectacle as Hanumankind performed ‘Taste the Thunder’ during India–Pakistan ICC Men’s T20 World Cup.

It taps cricket passion through a family-focused contest campaign featuring Suryakumar Yadav, Mohammad Siraj and Arshdeep Singh.

The automobile brand leverages landmark projection to amplify ICC Men’s T20 World Cup 2026 partnership visibility.

The global campaign positions smartphones as fan engagement tools.

The brand's latest campaign unites star power, nostalgia, and national pride to capture India’s unparalleled passion for the game.

Kingfisher Premium Packaged Drinking Water used sport, sound and broadcast integrations at Tata WPL 2026 to deepen fan engagement.

The network is adding pickleball to its broadcast line-up, signalling growing interest in emerging sports and new audience segments.

The dedicated sports marketing vertical will offer creative, digital, social media, studio, web and branding services to sports brands, teams and events.

The culture-first ICC partnership shifts focus from players to participation, using fan rituals and shared experiences as the core marketing lever.

It shifts the fitness conversation, positioning everyday movement as accessible, personal and free from performance pressure.