This week in global cricket sponsorships, leagues and brands doubled down on innovation, fan connection, and cultural relevance. In the BBL, partnerships like Westpac’s “Keep the Ball,” Balsam Hill’s festive activations, and Boundaries4Bushlands with Intrepid Travel brought cricket closer to fans and causes. In South Africa, SA20 and rain extended their dynamic tech-focused alliance, while Kathmandu Gorkhas and WA Cricket forged impactful regional partnerships. Meanwhile, the endorsement world lit up with campaigns that fused personality with purpose — from Suryakumar Yadav’s fashion-forward #FreeStyleIt campaign to Rahul Dravid’s alignment with Paradeep Phosphates, and Sourav Ganguly launching AI-powered coaching with Kabuni. This week, cricket proved once again it’s not just a sport — it’s a platform for storytelling, community-building, and innovation.
BBL: Innovation, Impact, and Enduring Partnerships Shape a Big Summer of Deals
This week in the Big Bash League, clubs and commercial partners showcased a dynamic mix of innovation, longevity, and community engagement. From tech-powered fan activations and sustainability campaigns to nutrition and wellness support, the new and renewed deals reflect the evolving brand power of the BBL. Whether it’s a tree planted for every run, a healthy meal fueling elite athletes, or a Christmas tree lighting up the stands, sponsors are embedding themselves deeper into cricket’s culture and matchday experience.
Westpac and BBL Launch ‘Keep the Ball’ Fan Experience
Fan-first innovation puts Big Bash match balls in the hands of spectators
Big Bash fans will be able to take home a literal piece of the action thanks to the new Westpac ‘Keep the Ball’ initiative — allowing spectators to keep any ball hit into the crowd during the first over of each innings across both the WBBL and BBL.
The unique activation, inspired by Major League Baseball traditions, is designed to deepen fan connection with players and drive social media buzz. Playing conditions have been modified accordingly, with the Westpac-branded ball used only for the first over, then replaced to maintain competitive integrity.
Alistair Dobson, Executive General Manager of Big Bash Leagues, said:
“Westpac Keep the Ball is a celebration of our passionate fans and a chance to bring them closer to the game.
Player connection drives the Big Bash Leagues, and this initiative further demonstrates our commitment to delivering fan-focused innovation.
Building ‘Keep the Ball’ in collaboration with Westpac has been a priority since their onboarding and we’re thankful for their support to bring this unforgettable moment to life.
While it adds an element of excitement to the conclusion of each innings, the stronger penalty for over rates is consistent with our ongoing commitment to keeping matches fast-paced and family friendly.”
Michelle Klein, Westpac’s Chief Growth, Brand & Marketing Officer, added:
“When we partnered with Cricket Australia & Big Bash Leagues, both sides really wanted to bring fans closer to the action by creating unforgettable memories in the stands. That’s what led to ‘Keep the Ball’.
We’re looking forward to seeing the excitement it brings to every game, especially after seeing how well Westpac Catch & Keep worked in our Rugby League partnership.”
Perth Scorchers and Budget Direct Extend Major Partnership
Six years strong: Award-winning insurer doubles down on community and elite cricket
The Perth Scorchers have extended their major partnership with Budget Direct for the sixth consecutive season across both WBBL|11 and BBL|15. The insurer’s branding will continue to feature on playing kits, training apparel, and replica merchandise, while also supporting grassroots cricket through the Budget Direct Community T20 Cup and other fan activations.
Perth Scorchers COO Justin Michael said:
“Budget Direct have been a valued partner of the Scorchers for a number of years, and we’re delighted to continue that relationship into Weber WBBL|11 and KFC BBL|15.
Having a brand of Budget Direct’s calibre on our playing shirts, training kit and replica apparel reflects the strength of our partnership and the mutual trust we have built over time. They have been a consistent and passionate supporter of the Scorchers and have played a meaningful role in the Club establishing itself as the most successful franchise in the Big Bash.
Just as importantly, Budget Direct’s contribution extends well beyond the boundary. Their work in backing community initiatives like the Budget Direct Community T20 Cup, and in creating exciting experiences for fans on match days, shows a genuine desire to give back to the cricket community and make a lasting impact, which are central values of the Scorchers.”
Jonathan Kerr, Budget Direct Chief Growth Officer, added:
“We are delighted to extend our support of Scorchers across the WBBL and BBL. The integrity and tenacity of the Scorchers shines through everything they do. They continue to play an important role in putting Budget Direct in the spotlight in WA and across Australia over the summer.
Budget Direct is excited to continue supporting WA and the Scorchers at both the community level and on the big stage of the WBBL & BBL.”
Melbourne Stars Launch ‘Boundaries4Bushlands’ with Intrepid Travel
Cricket meets conservation with tree-planting for every run scored
The Melbourne Stars have teamed up with Intrepid Travel to launch Boundaries4Bushlands, a powerful sustainability initiative that will plant a native tree for every run scored at the Stars’ home matches throughout the WBBL and BBL seasons.
Partnering with Greening Australia via the Intrepid Foundation, the program aims to restore bushland habitats in Victoria — including for the at-risk Strzelecki Koala. The campaign includes a live “Green Meter” scoreboard, digital competitions, and a major end-of-season prize: an Australian adventure for two.
Max Abbott, Melbourne Stars GM, said:
“We’re thrilled to launch Boundaries4Bushlands with Intrepid Travel and Greening Australia.
Every run we score at home games this summer will leave a lasting mark well beyond the boundary line.
It’s another step forward in our Team Green journey, and we can’t wait to see our fans rally behind the idea and track the impact as the runs, and trees, pile up.”
Yvette Thompson, Intrepid Travel’s GM of Sales and Marketing ANZ, added:
“As a certified B Corp, Intrepid believes in using business as a force for good, and in leaving the world in a better place than we found it for future generations to explore.
Boundaries4Bushlands brings that philosophy to life in a fun and tangible way.
For every run the Stars score, we’re helping restore native habitats right here in Victoria, connecting fans, sport and conservation – three things we know Aussies are passionate about.”
Brisbane Heat Bring Holiday Cheer with Balsam Hill Partnership
Christmas trees, Santa, and Heat plushies light up festive cricket
The Brisbane Heat have teamed up with luxury Christmas brand Balsam Hill in a first-of-its-kind partnership aimed at bringing festive spirit to the Big Bash this summer. The activation includes lifelike Christmas trees, Heat-themed plush toys, meet-and-greets with Santa, and giveaways at home games across both WBBL and BBL seasons.
Mercedes Feller, VP at Balsam Hill, said:
“We’re thrilled to be partnering with Brisbane Heat to bring a touch of festive magic to the Big Bash this summer. As a brand that celebrates tradition and nostalgia, this partnership is a natural fit – and a wonderful opportunity to bring our premium Christmas range to life in a new and meaningful way, beyond our online store.”
Pete Lock, Brisbane Heat General Manager – Commercial, Marketing & Corporate Affairs, added:
“Partnering with Balsam Hill was a natural fit. Their commitment to quality, luxury, and creating memorable experiences aligns perfectly with the Brisbane Heat brand and what our fans value.
The Heat bring families together every summer, so together, we’re bringing the spirit of the festive season to life – both at the cricket and in our supporters’ homes.”
Melbourne Stars Continue Lite n’ Easy Partnership for WBBL|11
Healthy meals fuel elite athletes, on and off the pitch
Lite n’ Easy has extended its major partnership with the Melbourne Stars for WBBL|11, and continues as an Official Partner for BBL|15. The partnership supports Stars players and staff with chef-prepared, dietitian-designed meals throughout a busy season.
Max Abbott, GM of Melbourne Stars, said:
“It’s fantastic to have the support of a great Australian brand like Lite n’ Easy and we look forward to continuing to work together to promote healthy living – both on and off the field.
The cricket season is a busy time for all our players and staff so we all really appreciate having access to healthy Lite n’ Easy meals that make it easy to refuel on the road or at home.
We also share a strong commitment to supporting women’s sport, and we’re especially proud to continue growing our partnership through the WBBL and inspiring the next generation of female athletes.”
Nathan Hayman, CEO of Lite n’ Easy, added:
“We’re proud to extend our partnership with the Melbourne Stars and continue supporting these incredible athletes.
Our goal is to make healthy eating simple and accessible, and we’re thrilled to help fuel the Stars both on and off the field this season.”
Melbourne Stars Drive Partnership Forward with SIXT
Car rental partner provides vehicles for players and families
The Melbourne Stars have welcomed back SIXT Car Rental as their official matchday presenting partner for BBL|15 and WBBL|11, with the company providing transport solutions for players, staff, and families.
Max Abbott, GM of Melbourne Stars, said:
“During our busy season, it gives us great reassurance that our transport needs are met both in Melbourne and interstate for all players, staff and their families.
SIXT will also be providing vehicles for our interstate and international players to use throughout the summer.
We’d like to thank SIXT for their ongoing support of the club across both our BBL and WBBL teams.”
Charm Hearne, Head of Marketing & Partnerships at SIXT, added:
“We are looking forward to another season as vehicle supplier for the Melbourne Stars, supporting both the WBBL and BBL teams with their vehicle needs.
Cricket plays such a big part in all Aussies’ lives across the summer and the WBBL and BBL competitions are no exception to this.
We are hopeful we can play a small part in contributing to successful seasons for both teams and also allow Stars members to access great rentals at a discounted rate across the summer.”
Sydney Sixers Renew Dual Deals with Merlin and Lite n’ Easy
Third consecutive year for high-impact partnerships focused on home, health, and high performance
The Sydney Sixers have extended two key commercial partnerships ahead of BBL|15 and WBBL|11, renewing deals with Merlin, the smart garage and gate tech brand, and Lite n’ Easy, Australia’s top-rated meal delivery service.
Rachael Haynes, GM of Sydney Sixers, said on both renewals:
“Merlin has been a wonderful partner of the Sydney Sixers and we are thrilled to continue into a third year of working together.
Like the Sixers, Merlin has a strong record of excellence and leadership in its field. The brand provides safe, intelligent, and convenient access solutions that are essential for families across Sydney and beyond.
Ourselves and Merlin agree – we want all Sixers fans to come home to a safe, secure, and easily accessible environment.
We’re thrilled to partner with Lite n’ Easy as our Official Nutrition Partner for a third year – with their branding to feature on both our WBBL & BBL training shirts this season.
Between on and off field commitments, preparing nutritious meals can be difficult, so our players love having access to healthy, ready-to-eat meals both at home and on the road.
We would like to thank Lite n’ Easy for their ongoing support of the Sydney Sixers.”
Tim Anderson, Director of Marketing & Experience at Chamberlain Group (Merlin), said:
“We’re delighted to continue to partner with the Sydney Sixers. As one of Australia’s most iconic sporting teams, they’ve inspired countless people across the nation.
The Sixers’ long-standing success comes from their commitment to innovation. In much the same way, the Merlin brand continues to lead the way by delivering modern, convenient, and secure garage and gate solutions for Australian families and households.”
Nathan Hayman, CEO of Lite n’ Easy, added:
“Lite n’ Easy is proud to support the Sydney Sixers as their Official Nutrition Partner.
Lite n’ Easy is committed to helping remove one of the everyday challenges athletes face—meal preparation—so they can focus on performance and wellbeing.”
Ashleigh Jones, Senior Dietitian at Lite n’ Easy, said:
“Lite n’ Easy offers a wide range of meal solutions that provide a strong foundation for a performance-focused diet.
Designed by dietitians and prepared by chefs, our meals not only taste great, but we also have meals that deliver more than 30g of protein—essential for muscle growth and recovery.
We take pride in ensuring every meal is made with the highest quality ingredients, perfectly portioned, and nutritionally balanced.”
Franchise and Domestic Competitions: From South Africa to South Asia, Clubs Build Legacy Through Innovation and Inclusion
Across emerging and established cricket landscapes, a new wave of sponsorships is focused on legacy, education, and meaningful community engagement. From high-tech activations in the SA20 to regional pride in Nepal and Western Australia, brands are stepping beyond the boundary to align with cricket’s unique power to connect and inspire. These latest partnerships reflect a sport increasingly defined not only by entertainment, but by purpose.
Betway SA20 and rain Renew for Season 4
Tech-driven partnership brings connectivity, excitement, and community focus
The Betway SA20 has confirmed the renewal of its partnership with rain, South Africa’s first mobile-only 4G and 5G network, for a fourth season. The collaboration has grown into a cornerstone sponsorship for the league, rooted in shared values of speed, connectivity, and community.
Doug Worth, Head of Cricket Sponsorship at rain, said:
“Betway SA20 not only has revived cricket for South Africa and South Africans, it’s put South African cricketers back on the map, and with us being a partner for that, it’s also given us the accessibility and springboard to use our brand to be part of such a strong and creditable brand as SA20.
We’re very excited to see what the new season brings, and for us to be partnered with such an exceptional brand, Graeme [Smith] and his team, putting cricket back on the map in South Africa, is very exciting.”
rain will continue to roll out popular matchday activations such as “rain Play of the Day”, “rain Played Like a Pro”, and in-stadium Wi-Fi zones, while also introducing a new “at-home” connectivity campaign to bring the cricket experience into living rooms via its Pro Router 101.
“This year, we are launching our at-home campaign, which utilises the Pro Router 101 to ensure seamless connectivity at home, while also introducing our away loop to offer Wi-Fi and entertainment for those attending games,” said Worth.
“It is not only about cricket and connectivity but also about enabling young kids and adults to come together and enjoy our products.”
Cricket NSW Launches NSW College of Sport
A first-of-its-kind dual diploma program to shape future leaders in sport
Cricket NSW has unveiled the NSW College of Sport, a landmark education initiative delivered in partnership with UOW College and Richmond Institute. The 10-month program, beginning in February 2026, will offer students a Diploma of Sport and Diploma of Leadership & Management, all based at Cricket Central in Sydney Olympic Park.
Lee Germon, CEO of Cricket NSW, said:
“The NSW College of Sport will provide young people and early-career professionals with a unique opportunity to learn, grow and build their careers in the sporting industry.
This program brings together leading educators, elite facilities and real-world experience to ensure graduates are job-ready and equipped to make an impact across all levels of sport and recreation.
This is an exciting new chapter for Cricket NSW and the broader sporting community.”
The program includes 80+ hours of industry placement and targets Year 12 graduates, aspiring sport professionals, and those seeking upskilling in the growing sports sector. The initiative also supports broader goals of community engagement, workforce development, and leadership pipeline creation in sport.
Kathmandu Gorkhas Sign Xtreme Energy Drink as Official Beverage Partner
Nepal Premier League franchise builds diverse sponsor portfolio ahead of 2025 season
Kathmandu Gorkhas have inked a sponsorship deal with Xtreme Energy Drink ahead of the Nepal Premier League season beginning November 17. The brand’s logo will be displayed on the back of the Gorkhas’ jerseys, joining a sponsorship lineup that includes WorldLink (main sponsor), Shikhar Insurance (gold partner), and Royal Tulip Hotel (official hospitality partner).
Anubhav Sirohiya, Executive Director of the Gorkhas, said at the signing ceremony:
“The NPL and franchise cricket would be incomplete without sponsors,” and expressed confidence that the partnership with Xtreme Energy Drink would “boost the team’s morale, not just financially but also in spirit.”
Pawan Kumar Shrestha, General Manager of Xtreme Energy Drink, added:
“[We are] happy to get associated with the Gorkhas and support the growth of Nepali cricket.”
The Gorkhas’ squad for the upcoming season includes domestic talent like Karan KC, Bhim Sharki, and Shahab Alam, alongside international players such as Ricardo Vasconcelos (England), Gerhard Erasmus (Namibia), and Milind Kumar and Sunny Patel (USA).
WA Cricket and CSBP Fertilisers Partner for Country Cricket Week
New naming rights deal celebrates the heart of regional cricket in Western Australia
WA Cricket has announced CSBP Fertilisers as the new naming rights partner for the Senior Men’s, Women’s, and Junior Country Week competitions starting in 2026. The three-year deal formalises a longstanding relationship that began in 2004, bringing together two organisations with deep roots in regional WA.
Andrew Hayes, WA Cricket Area Manager – Country Cricket, said:
“Country Week has been the heartbeat of regional cricket in WA for generations.
To have a business like CSBP, which has supported farming communities for more than a century, standing alongside us is a wonderful outcome for country cricket.
These competitions are about more than just cricket – they’re a celebration of the people, places and stories that make regional WA so unique. CSBP’s support will help ensure Country Week continues to thrive for years to come.
We’re looking forward to working closely with the team at CSBP to champion regional cricket and recognise the volunteers and players who make it all possible.”
Ryan Lamp, General Manager of CSBP Fertilisers, said:
“CSBP has a long and proud history with WA Cricket, and we are excited to continue that legacy by supporting Country Cricket Week through this new partnership.
As WA’s leading fertiliser company with a strong presence across regional communities, we understand the significance cricket holds for growers and country towns.
We receive a significant number of funding requests through our Community Grants Program from country cricket clubs, and it’s clear just how important cricket is to agricultural communities across WA.
Supporting Country Cricket Week provides an opportunity for us to get behind an event that unites people of all ages, fosters community connections, and embodies the values of the regions we operate in.”
National Boards: Long-Term Partners Double Down as Major Series Take Shape
This week saw two significant sponsorship announcements from national cricket boards, each emphasizing trust, longevity, and evolving support for the men’s and women’s games. In Australia, NRMA Insurance reaffirmed its central role in cricket’s future with a landmark multi-year expansion, while in Bangladesh, Dutch-Bangla Bank returned as a title sponsor for a high-profile home series. Both deals reflect the ongoing strength of commercial relationships built on shared values and national pride.
NRMA Insurance Expands Multi-Year Deal with Cricket Australia
Landmark partnership now spans Men’s and Women’s International Series through 2031
Cricket Australia (CA) and NRMA Insurance have announced a significant multi-year expansion of their partnership, with the insurer not only extending naming rights to all Men’s Test Series for another six seasons, but also stepping in for the first time as naming rights partner of the Women’s International Series for the next seven seasons.
This includes Women’s Test matches, ODIs, and T20Is, with the deal now covering both national teams under a unified Platinum Partnership. NRMA Insurance also remains the Official Insurance Partner of the Men’s and Women’s International Cricket Teams.
Todd Greenberg, CEO of Cricket Australia, said:
“We’re thrilled our partnership with NRMA Insurance is expanding – with the brand’s continued support for the Men’s competition and now also helping to elevate the profile of our women’s team and their campaign for international success.
Leveraging a shared, long-standing commitment to community and connection this partnership will continue to deliver meaningful, purpose-led initiatives to benefit cricket at every level, from grassroots clubs to the national stage.”
Julie Batch, CEO of NRMA Insurance, added:
“As NRMA Insurance continues to grow nationally, our ongoing partnership with Cricket Australia, in what is set to be one of the most anticipated seasons ever for the Aussies, provides an unmatched platform to build deeper connections and exposure for our brand, with a captivated and highly engaged audience of existing and potential new customers.
In our centenary year we’re building on our heritage of protecting what matters – using our partnership to help the game so many of us love continue to thrive in the future.
From championing the growth of the women’s competition, stadium activations that elevate the spectator experience, or supporting local community clubs to provide greater flexibility in how they play and connect with the sport, we’re helping cricket endure as the heartbeat of Australian culture and communities across the country.”
The partnership is already active with the NRMA Insurance Ashes Trophy Tour, a nationwide fan event leading up to the first Men’s Ashes Test in Perth. Additional initiatives will roll out across the season.
Dutch-Bangla Bank Returns as Title Sponsor for Bangladesh-Ireland Series
Familiar partner continues strong ties with BCB for all-format tour
Dutch-Bangla Bank PLC has been named title sponsor for the upcoming Bangladesh vs Ireland series, continuing its established partnership with the Bangladesh Cricket Board (BCB). The series — branded as the Dutch-Bangla Bank Bangladesh vs Ireland Series — includes two Test matches and three T20Is.
The first Test began November 11 in Sylhet, with the second scheduled for November 19 in Dhaka. The teams will then travel to Chattogram for T20Is on November 27, 29, and December 2, offering vital match practice ahead of the 2026 ICC T20 World Cup.
The BCB confirmed the title sponsorship in an official release, underscoring the bank’s ongoing contribution to Bangladeshi cricket. While financial details were not disclosed, the deal marks another example of the BCB’s ability to sustain long-term commercial relationships for bilateral series across all formats.
Endorsements: Star Power Meets Purpose as Cricketers Champion Fashion, Wellness, Tech, and Farming
This week, five new ambassador campaigns spotlight the versatility of modern cricketing icons—from India’s most reliable legend to its most flamboyant shot-maker. These endorsements go well beyond celebrity tie-ins: they tap into fashion, farming, fitness, wellness, and youth coaching—each aligned with values like individuality, innovation, and impact. Cricket’s cultural capital continues to drive influence across industries.
Suryakumar Yadav and TIGC Launch #FreeStyleIt Campaign
Indian Garage Co. channels SKY’s fearless style into premium fashion for the modern Indian
The Indian Garage Co. (TIGC) has launched its latest campaign, #FreeStyleIt, with Suryakumar Yadav as brand ambassador, celebrating individuality and versatile style. Developed by DDB Mudra, the campaign reflects Yadav’s inventive and unconstrained playing style, now mirrored in a cinematic fashion narrative.
Anant Tanted, Founder and CEO, The Indian Garage Co., said:
“SKY, our brand ambassador, is the perfect embodiment of what we stand for: adaptability, creativity, and breaking the mould. His ability to own every moment, whether it is a high-pressure chase or a casual celebration, mirrors how we want people to experience fashion. With #FreestyleIt, we are saying you do not need to choose between style and substance. You just need fits that work as hard as you do, across occasions, moods, and identities.
This campaign reinforces The Indian Garage Co.’s position as a brand built for the modern Indian consumer. It signals a new era for us; one anchored in a refreshed visual identity and a clear promise: premium fashion at the right price, with no brand tax attached.”
Menaka Menon, President and Managing Partner, DDB Mudra, added:
“Our consumer is constantly shape-shifting between roles and personas. And every occasion, every meeting, every picture, is an opportunity to flex. #FreeStyleIt brings to life this ethos, and showcases the various lines and collections from The Indian Garage Co. in the context of his many flexes.”
The digital-first campaign features SKY in multiple styled settings—resort wear, winter essentials, streetwear—and underlines TIGC’s move toward a premium yet accessible aesthetic.
Rahul Dravid Joins Paradeep Phosphates as Brand Ambassador
The ‘Wall’ brings trust and discipline to sustainable agriculture campaign
Paradeep Phosphates Ltd. (PPL) has appointed Rahul Dravid as brand ambassador to champion sustainable farming practices and connect with India’s agricultural community. The campaign includes dual launches: “Kheti ka Game Changer” and “NPK and Organic Fertilizers ki Winning Team”, using cricketing metaphors to explain agronomic solutions.
Suresh Krishnan, MD & CEO of PPL, said:
“We are pleased to welcome Rahul Dravid to the PPL family. His unwavering integrity, dedication, and consistency truly reflect the values we uphold at PPL, making him a perfect representative for the brand. Rahul embodies the principles we bring to farming — trust, consistency, and an evidence-led approach. Just as he has guided teams to success through patience and strategy, our products — from Nano fertilizers to balanced nutrient solutions are designed to help farmers achieve better yields and adopt sustainable practices. Together, we aim to empower every farmer to become a ‘game changer’ in their own field, helping them achieve not just higher yields but winning outcomes, season after season.”
Rahul Dravid added:
“I’m delighted to partner with Paradeep Phosphates, an organization deeply committed to advancing Indian agriculture. Farmers and sportspersons share a similar mindset, as both rely on patience, timing, and the right support systems to succeed. I’m proud to work with PPL to help farmers make practical choices and to be part of an initiative that empowers our farming community.”
Madan Pandey, MD & CEO – ZFHL, noted:
“We are pursuing a long-term goal for sustainable farming, and the development of Nano products, in collaboration with TERI, is a step towards that end. Our association with Rahul Dravid will help in giving the required fillip to the nano fertilisers.”
Harshdeep Singh, President & CCO, Paradeep Phosphates, added:
“While PPL has been pursuing the goal of balanced fertilisation through a number of farmer-connect and channel partner engagement programs, our association with Rahul Dravid, who is known as Mr Dependable, fits in well with PPL’s reputation in the market. We are expecting the campaigns to create awareness among a large number of farmers and reap positive results for the company.”
Dravid will appear in PPL campaigns across TV, print, and digital, promoting products like Nano DAP and organic fertilizers, and further reinforcing the brand’s trust-first positioning.
Jonty Rhodes Goes Prime Time with UpUrFit on Startup Show Ideabaaz
Fitness icon brings wellness brand to life on national TV pitch platform
Legendary South African cricketer Jonty Rhodes made his Indian TV debut on the startup reality show Ideabaaz, pitching sports wellness brand UpUrFit alongside its co-founders for mentorship and funding. Jonty endorses the brand, which offers high-performance wellness products for fitness enthusiasts across India.
Jonty Rhodes shared his experience:
“Pitching on Ideabaaz was a whole new ballgame for me. Usually, I’m the one diving for catches, not catching investors’ attention. It was exciting to share UpUrFit’s vision on a platform that celebrates innovation and passion. As an athlete and entrepreneur, I’ve always believed in fitness that’s real and relatable, and that’s exactly what UpUrFit stands for.”
The pitch blended startup grit with on-stage entertainment, including Rhodes showcasing his famed fielding reflexes. UpUrFit is currently raising USD 0.5 million, with backing from the IIM Calcutta syndicate and other major investors.
Smriti Mandhana Headlines Rexona’s ‘Maidan Mein Utro’ Campaign
Personal care brand redefines sweat and confidence through women’s sport
Smriti Mandhana, Vice-Captain of India’s women’s cricket team, stars in Rexona’s new campaign, ‘Maidan Mein Utro’, which encourages women to embrace confidence through action and participation.
Smriti Mandhana said:
“Confidence doesn’t come from waiting, it comes from stepping in. It comes from sweating it out and showing up, no matter how hard it is. That’s what ‘Maidan Mein Utro’ means to me, and I hope it inspires every girl to take her first step with confidence.”
Nitin Agarwal, CMO, Unilever International, added:
“Maidan Mein Utro’ is more than a campaign—it’s a call to action. It’s about empowering women with the confidence to move, to play, to show up, and Rexona is proud to be their confidence & freshness partner along the way.”
The campaign repositions sweat as a symbol of strength and self-belief, with a powerful visual narrative of Mandhana entering a cricket ground as a metaphor for showing up in life. It runs across TV, digital, and social platforms.
Sourav Ganguly Partners with Kabuni to Launch AI Cricket Coaching in India
Dada becomes global face of sports-tech revolution for young Indian athletes
Sourav Ganguly has joined hands with UK-based Kabuni, an AI-powered sports tech firm, to launch a digital cricket coaching platform in India. The system leverages real-time motion analysis, voice guidance, and biomechanical insights to democratize elite-level coaching via an app and device.
Sourav Ganguly said:
“Quality coaching allows children to learn better, faster, and live healthier lives. This level of coaching was only available for professionals, but now it is for everyone.
Cricket is not a sport in India; it is a religion. Kabuni is the world’s first digital ecosystem that captures real-world play through sport, starting with cricket. It will bring play into learning and help every player discover the athlete within.”
Nimesh Patel, Kabuni Founder and CEO, outlined the broader vision:
“India faces an amazing sporting future with the goals of the Fit India movement, the potential of the Commonwealth Games in 2030, and the Olympics in 2036. Kabuni pledges to inspire one billion Indians to move more, play together, and live healthier lives over the next decade.”
Patrick Badenoch, Co-Founder and CFO, added:
“Whether on the streets, schoolyards, nets or cricket pitches, Kabuni allows every player to record their game, receive personalised feedback and enjoy the thrill of progress.”
Kabuni also pledged to dedicate 1% of its India revenue to grassroots sports development and plans to expand its AI coaching platform into other sports such as tennis, golf, and badminton.
