RCB’s Hustle platform launch to strengthen the brand’s lifestyle play

IPL franchises have been looking at initiatives and experiences to strengthen fan engagement beyond the IPL season. As part of its strategy to position itself as a lifestyle brand, Royal Challengers Bengaluru has recently launched its fitness and nutrition platform Hustle offering workout videos and fitness programmes featuring RCB cricketers and other fitness experts. Talking …

PVR Inox to screen T20 Cricket World Cup as movies disappoint

India’s largest cinema operator is in discussions to screen key matches during the International Cricket Council Men’s T20 World Cup, in a bid to lure patrons as movies continue to struggle at the box office.  Also read:Disney Star expects upcoming T20 World Cup to be of bigger scale “Our biggest focus is to stay relevant …

Natekar Sports and Gaming set to launch World Pickleball League

Natekar Sports and Gaming (NSG), a company owned and promoted by former Indian tennis star Gaurav Natekar, is launching World Pickleball League. Sony Entertainment Talent Ventures India (SETVI) has come on board as a strategic investor. Pickleball, a racquet sport, has been gaining mainstream status since the pandemic in many countries, especially the US. It …

There’s terror threat to T20 World Cup, reveals Trinidad PM

The T20 World Cup in the Americas has received a terror threat, Trinidad’s Prime Minister Dr Keith Rowley has revealed even as the ICC asserted that a “comprehensive and robust security plan” is in place to “mitigate any risks” to the showpiece beginning June 1. The tournament—featuring 20 teams, including India—is scattered across nine venues, …

ICC T20 World Cup 2024: Amul to sponsor USA’s cricket team

Amul will be the lead arm sponsor for USA’s cricket team that will participate in ICC Men’s T20 World Cup 2024 which commences on June 1. The opening match of the tournament will be played between USA and Canada in Dallas. “This association with Gujarat Cooperative Milk Marketing Federation (GCMMF), responsible for marketing milk and milk products …