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The Rise and Rise of Paddle and Pickleball in India
I didn't know what paddle or pickleball were two years ago. Looking back, that ignorance was actually a good marker of the problem. Most people still don't know. But they will. And when they do, they'll realize they missed the biggest sports opportunity India has seen since the IPL. Let me explain why I think Paddle and Pickleball is now got-to social activity. In 1965, two bored Americans named Joel Pritchard and Bill Bell came home from golf and couldn't find badminton racq
Sohini Shah
4 days ago4 min read
The Last Dance Before Le Mans.
Spa. A circuit adored by fans and drivers worldwide; and this weekend, the final testing ground before the biggest race on the endurance calendar. There are circuits on the calendar. And then there's Spa. Toyota takes on Radillon and Eau Rouge Seven kilometres of tarmac winding through the Ardennes forest in Belgium - Eau Rouge, Raidillon, Kemmel, Pouhon. Drivers who've raced everywhere will still tell you Spa is different. It demands something from you that other circuits do
Vignesh Kadarabad
May 102 min read
Tottenham Hotspur - Home Away from Home
It's strange to feel so deeply connected to a football club in a city you've never set foot in. Tottenham Hotspur call N17 their home, a corner of north London I've only ever seen through a screen and yet, somehow, they've helped me feel at home all the way in India. It started in 2012, with a team that was almost impossible not to fall in love with. Van der Vaart and Modric controlling the midfield. Lennon and Walker burning down the right. Defoe and Adebayor up front. And o
Ivan Paul Verghese
May 104 min read
From London to Bangalore: Why Running is the Next Frontier for Smart Brand Sponsorships
Sunday, April 26, 2026. London. History happened on a grey English morning. Sabastian Sawe crossed the finish line in 1:59:30. Yomif Kejelcha followed 11 seconds later in 1:59:41. For the first time in human history, two runners broke the fabled two-hour marathon barrier in a sanctioned, record-eligible race. Not in controlled lab conditions. Not in an exhibition. In a real race with real competitors. And they both wore Adidas. Image credit: https://www.sportico.com/ Let that
Sohini Shah
Apr 304 min read
Formula 1 is back in the 305!
F1 is back. Finally. Five weeks off. The Bahrain and Saudi races got cancelled because of the conflict in the Middle East, first blank April since COVID. No racing, just teams locked in their factories working overtime. Now Miami. And honestly? There's more to talk about this weekend than any race so far this season. A reset everyone needed - except perhaps Mercedes Three races in, one team has won all three. Mercedes have locked out the front row at every qualifying so far,
Vignesh Kadarabad
Apr 303 min read
The Motorsport You're Not Watching (But Should Be)
F1 gets all the headlines. It deserves them. But there's another world running parallel to it, quieter, less talked about, and honestly more fascinating once you're in it. I race in it. Let me tell you what you're missing. It's called endurance racing. And the reason most people haven't heard of it is because nobody's really explained it properly. What it actually is: The headline series is the FIA World Endurance Championship, the WEC. Seven races across five continents. And
Vignesh Kadarabad
Apr 303 min read
India's 2026 Sports Calendar
India's 2026 sports calendar is crowded. Too crowded, actually. Following the 13.4% growth in 2025, the calendar now has everything: global tournaments and franchise leagues competing for attention and investment. For brands trying to figure out where to invest, it's overwhelming. But that's exactly why you need a map. Tier 1: Global Events Tier 1 events generate massive viewership, global broadcast reach, and unmatched sponsorship value. These are the properties where brand
Sohini Shah
Apr 253 min read
Sports is No Longer Just Sport: How Culture is Driving Modern Sports Marketing
Picture this: A cricket match ends. The game is over. But for millions of fans, the real action is just beginning. They're not replaying the highlights on TV. They're scrolling through memes about the match. They're watching creators break down the strategy. They're engaged in heated debates with strangers online. They're sharing clips set to trending music. The match itself? It's almost secondary. This is the shift happening right now in sports and brands that don't understa
Sohini Shah
Apr 253 min read
The Shift from Sponsorship to Storytelling in Sports Marketing
A brand pays a cricket league ₹5 crore for a jersey logo. Match day arrives. Millions see it for a few seconds across the broadcast. It's visible, trackable, and expensive. But here's the uncomfortable truth: most people won't remember it. Now consider a different investment. The same brand partners with an athlete and documents their training struggles, personal sacrifice and breakthrough moment. They released it as a short film on social media. It gets 2 million views. Peop
Sohini Shah
Apr 253 min read
India's Sports Market is Growing, But Not Everyone is Winning
India's sports industry reached a critical inflection point in 2025. The overall market expanded from ₹16,633 crore to ₹18,864 crore. But here's what brands need to know: growth isn't evenly distributed. Learn which segments are winning and where sponsorship opportunities are emerging.
Sohini Shah
Apr 243 min read
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