Brands
Google’s Gemini strikes golden deal with BCCI
MUMBAI: Google’s artificial intelligence platform Gemini has hit a six in the sponsorship stakes, securing a Rs 270 crore deal with the Board of Control for Cricket in India ahead of the 2026 Indian Premier League. The three-year partnership marks another win for AI platforms muscling into India’s cricket-mad market—Gemini’s rival ChatGPT is already padding up as a sponsor of the ongoing Women’s Premier League.
The timing couldn’t be better for the BCCI, which has been scrambling for sponsors since the Indian government sent real-money gaming platforms packing last year. Dream11, once a fixture on team jerseys, bowled out following the Online Gaming Bill 2025. Apollo Tyres stepped in to replace it with a heftier Rs 579 crore jersey deal, whilst Tata Group continues to hold the title sponsorship rights for the world’s biggest T20 league.
“The deal reinforces IPL’s global appeal,” a BCCI official told PTI, though one suspects the Rs 270 crore cheque doesn’t hurt either.
The AI invasion of cricket signals a broader shift in sponsorship patterns. When ChatGPT’s WPL deal was announced in November, BCCI secretary Devajit Saikia waxed lyrical about partnerships spanning “global leaders in AI, manufacturing and beverages to trusted Indian consumer brands” shaping the fan experience.
The 2026 IPL kicks off on 26 March and runs until 31 May, with Royal Challengers Bengaluru set to open proceedings at the M Chinnaswamy Stadium—which recently regained approval to host matches after a tragic stampede during title celebrations last June claimed 11 lives.
As tech titans queue up to sponsor cricket, one thing’s clear: in the battle for India’s eyeballs, AI platforms are playing to win. Game on.
Brands
Hard Rock kitchen appliances to enter India through EBG Group
Coffee machines and gadgets set to tap Rs 29,000 crore market
MUMBAI: EBG Group has partnered with Hard Rock International to bring a new range of Hard Rock branded coffee machines and small kitchen appliances to Indian consumers, marking the global brand’s entry into the country’s premium home appliance segment.
The partnership will see EBG Group design, develop, manufacture and distribute the appliances under a licensing agreement. The collaboration is backed by a planned investment of Rs 100 crore and is targeting revenue of Rs 500 crore over the next five years.
The companies are looking to tap into India’s fast growing premium home appliance market, estimated at around Rs 29,000 crore and expanding at an annual growth rate of about nine per cent. Their aim is to capture roughly five per cent market share in the coming years.
Globally, Hard Rock has built a strong presence across hospitality, entertainment, retail and lifestyle merchandise. The new venture extends the brand’s music inspired identity into everyday household products, bringing its distinctive design language to modern kitchens.
EBG Group founder and chief executive officer Irfan Khan said the collaboration blends brand appeal with product performance. “Hard Rock represents energy, authenticity and a globally aspirational lifestyle. Through this partnership we aim to introduce a differentiated portfolio of premium coffee machines and kitchen appliances that combine design, reliability and strong brand experience,” he said.
The upcoming product range will pair Hard Rock’s bold aesthetics with high performance technology and premium materials. The first phase of the launch will focus on key metropolitan markets, followed by expansion into other major cities.
Products will be available through leading retail chains, major e commerce platforms and select premium distribution channels, targeting urban consumers looking for appliances that deliver both performance and lifestyle appeal.
