Canada Soccer House Fan Hubs Headline Michelob ULTRA Partnership Ahead of FIFA World Cup 2026
Canada Soccer and Canadian Soccer Media & Entertainment have sealed a partnership with Michelob ULTRA, naming the beer brand the official sponsor of Canada Soccer. The deal will power Canada Soccer House fan hubs in Toronto, Vancouver and Halifax, offering match screenings, interactive activations and community programming ahead of the 2026 FIFA World Cup. It also includes limited‑edition packaging and the brand’s “Superior Access” platform to deliver exclusive fan experiences. The initiative aims to deepen supporter engagement as Canada prepares to co‑host the tournament.
DBS Bank Launches Integrated Campaign Featuring Farah Khan and Indian Badminton Players
DBS Bank India has launched an integrated brand campaign that pairs Bollywood filmmaker Farah Khan with five of the country’s elite badminton players, including Lakshya Sen and Satwiksairaj Rankireddy. The film positions trust, consistency and performance as shared values, using...
Sourav Ganguly Joins Cognitive PRISM in Strategic Move Towards Behavioural Performance Science
Former Indian cricket captain Sourav Ganguly has been named brand coach and endorsing partner of Cognitive PRISM, a behavioural‑science translational lab. The partnership underscores the growing importance of performance psychology in elite sport and other high‑pressure domains. Ganguly brings a legacy of...
IPL 2026: Mumbai Indians Invest in AI-Led Personalisation Through MoEngage Deal
Mumbai Indians have named MoEngage its official fan‑engagement partner, deploying the AI‑driven platform to personalize digital interactions for the franchise’s global fanbase. The solution will unify first‑party data across web and mobile, enabling targeted merchandise recommendations, tailored content and real‑time...
FedEx Unveils New Campaign ‘FedEx. The Move India Needs’ Featuring CSK Cricketers
FedEx has rolled out a new digital brand campaign, “FedEx. The Move India Needs,” starring Chennai Super Kings cricketers MS Dhoni, Ruturaj Gaikwad and Urvil Patel. Developed by Saatchi & Saatchi India, the three‑film series uses light‑hearted comedy to illustrate how reliable logistics can unlock...
Glasgow 2026 Names JUBEL as Beer Partner of Commonwealth Games
Glasgow 2026 has appointed JUBEL as the official beer partner for the 2026 Commonwealth Games, adding the brand’s fruit‑infused lagers to the beverage lineup alongside Tennent’s and Tennent’s Zero. The deal expands a growing sponsor ecosystem that already includes Coca‑Cola,...
DXRacer Expands Southeast Asia Presence Through MSL Thailand Deal
DXRacer has been named the official gaming chair partner of MSL Thailand, supplying its ergonomic seating to all teams in the country’s premier Mobile Legends: Bang Bang league. The deal underscores the growing emphasis on player comfort and physical performance...
FIFA Enters Prediction Market Space with ADI Predictstreet Partnership for 2026 World Cup
FIFA has signed a commercial partnership with ADI Predictstreet, naming it the official prediction‑market partner for the 2026 World Cup. The deal creates a new sponsorship category focused on data‑driven fan interaction, with ADI Predictstreet powering a blockchain‑based platform that...
GMR Sports Brings Rugby Premier League Season 2 to Hyderabad in June 2026
GMR Sports and Rugby India have confirmed that the Rugby Premier League (RPL) Season 2 will be staged at Hyderabad’s Gachibowli Stadium from June 16‑28, 2026. The tournament will feature six franchise teams competing in the fast‑paced Rugby Sevens format, mixing top Indian...
IPL 2026: Amaron Develops Strategic Partnership with Delhi Capitals and Kolkata Knight Riders
Amaron, the flagship battery brand of Amara Raja Energy, has signed a strategic partnership with the Delhi Capitals and Kolkata Knight Riders for IPL 2026. The deal centers on a subtle helmet‑sponsorship tied to Amaron’s new campaign, “The Long Game...
Butterfly Becomes Title Sponsor of Ultimate Table Tennis in Five-Year Agreement
Japanese table‑tennis equipment maker Butterfly, owned by Tamasu Co., has inked a five‑year title‑sponsorship deal with India’s Ultimate Table Tennis league, renaming the competition Butterfly Ultimate Table Tennis from the 2026 season through 2030. The agreement goes beyond naming rights,...
Aries Agro Taps Sourav Ganguly to Strengthen Brand Trust Among Farmers
Aries Agro Limited has appointed former Indian cricket captain Sourav Ganguly as its brand champion to deepen engagement with the farming community. The partnership will launch an integrated campaign across television, digital platforms, and on‑ground farmer events, promoting scientific crop...
Seat Unique Completes Strategic Acquisition of P1 Travel
Seat Unique has completed the acquisition of P1 Travel, merging its premium ticketing technology with P1 Travel’s sports hospitality expertise. The combined platform now works with more than 140 official rightsholders and offers over 500,000 hospitality packages across 150 countries....
World Premier Squash Names Saurav Ghosal as Sports Commissioner Ahead of 2026 Launch
World Premier Squash (WPS) has appointed former world No. 10 Saurav Ghosal as its sports commissioner ahead of the league’s inaugural season in August 2026. The competition will field 24 players, reserving eight spots for established professionals and using AI‑enabled challenges to...
Smriti Mandhana Joins Pee Safe to Lead Comfort-First Feminine Hygiene Push
Pee Safe, a leading Indian feminine‑hygiene brand, has appointed cricketer Smriti Mandhana as its brand ambassador for the Comfort Range. The partnership coincides with Pee Safe’s ninth anniversary and aims to boost awareness of comfort‑first menstrual products such as period...
IPL 2026: Gujarat Titans Sign IGI to Strengthen Trust-Led Brand Portfolio
The International Gemological Institute (IGI) has signed a strategic partnership with the Gujarat Titans, becoming the official certification partner for the IPL 2026 season. The deal places IGI’s branding on the Titans’ playing kit and across broadcast, digital, and on‑ground...
Axar Patel Becomes Part of Rotoris Circle in Latest Brand Association
Axar Patel, captain of the Delhi Capitals, has joined the Rotoris Circle, the premium watch brand’s curated network of athletes, entrepreneurs and cultural figures. Rotoris is shifting from traditional endorsements to a storytelling‑led community that emphasizes ambition, discipline and progression....
ISL 2025-26: Fast&Up India Joins Odisha FC as Hydration Partner
Fast&Up India has signed a deal to become the official hydration partner of Odisha FC for the Indian Super League 2025‑26 season. The agreement supplies the club with electrolyte tablets, energy boosters and recovery formulations aimed at boosting stamina and...
IPL 2026: RCB Retain boAt as Audio Partner for Eighth Straight Season
boAt has renewed its role as the official audio partner of Royal Challengers Bengaluru for IPL 2026, marking the eighth consecutive season of collaboration. The deal is anchored by the "Champions Choose Champions" campaign, linking boAt’s audio‑wearable portfolio with RCB’s...