Bien-être Consulting bags sports mandates featuring AB de Villiers and Medvedev

NEW DELHI: From cricket grounds to tennis courts and volleyball arenas, Bien-être Consulting is widening its playbook. The company has secured mandates across four sports properties, strengthening its presence in India’s fast-growing sports business ecosystem.

The new assignments cover the Korfball Premier League, Game Changers South Africa Champions, Game Changers Falcons and Ayodhya Superkings. Together, the properties span four sports and feature a roster of international and Indian sporting stars.

Under the partnership, Bien-être Consulting will act as the strategic branding and sponsorship partner for the respective properties. Its responsibilities will include sponsorship development, brand outreach, strategic partnerships and broader growth initiatives.

One of the headline attractions is the Game Changers South Africa Champions team, which returns to defend its title in the World Championship of Legends later this year. The squad boasts cricketing heavyweights including AB de Villiers, Richard Levi, JP Duminy, Imran Tahir and Wayne Parnell.

The firm’s portfolio also includes the Game Changers Falcons franchise, which will compete in the World Tennis League. The team features an impressive line-up led by former world number one Daniil Medvedev, alongside Nick Kyrgios, Rohan Bopanna, Sumit Nagal and Elina Svitolina.

Meanwhile, the inaugural season of the Korfball Premier League is scheduled for September and will feature leading Indian players including Yamini Dehloo, Alisha, Yuri Sethi, Sarang Sharma, Sourbh Dalal and Rajat Kumar Saini. In volleyball, Ayodhya Superkings will field a squad featuring Amit Gulia, Muthusamy Appavu, Jasjodh Singh, Tanish Choudhary and Shekhar Pundir in the Uttar Pradesh Pro Volleyball League.

Commenting on the development, Bien-être Consulting founder Sheetal Kharka said, “One of the biggest challenges brands face today is gaining meaningful access to marquee athletes. While many companies aspire to associate with global sporting icons, budget constraints often limit those opportunities.”

She added that these sports properties create a middle ground that allows brands to engage with globally recognised athletes and passionate fan communities in a more strategic and cost-effective manner.

The mandates arrive as India’s sports industry continues to gather commercial momentum. According to WPP Media’s Sporting Nation 2025 report, the Indian sports economy crossed the $2 billion mark for the first time in 2025, reaching Rs 18,864 crore and growing 13.4 per cent year-on-year, driven by sponsorships, media rights and athlete endorsements.

Against this backdrop, Bien-être Consulting’s latest deals reflect a broader trend in Indian sport, where emerging leagues and franchise properties are increasingly attracting brand interest by combining star power, fan engagement and new commercial opportunities. With cricket legends, tennis stars and rising domestic talent under one umbrella, the firm is positioning itself at the centre of India’s expanding sports business landscape.