MAM
Adani and GMR buy teams in Ultimate Kho Kho
Mumbai: Corporate giants Adani Group and GMR group have acquired the Gujarat and Telangana franchises respectively in the Ultimate Kho Kho league, which is poised for a 2022 launch to promote the homegrown sport.
Promoted by Dabur Group chairman Amit Burman, in collaboration with the Kho Kho Federation of India, the league aims to revolutionize the indigenous sport of Kho-Kho by adopting a modern-day professional structure, which would bring the fast-paced action to the living rooms of the fans in a new avatar.
Welcoming the two team owners Ultimate Kho Kho CEO Tenzing Niyogi said, “I am delighted to welcome the Adani Group & GMR on board on our Ultimate Kho Kho journey. We are committed to bring this sporting spectacle to the masses of India and it’s of great pride to collaborate with corporates as stakeholders. This is certainly a strong foot forward for Ultimate Kho Kho becoming a sports movement”
Adani Sportsline, a part of the Adani Group, is already associated with many sporting leagues in the country and is determined to contribute to creating an ecosystem that props up future sports icons and inspires the youth of the country.
Speaking of this acquisition, Adani Enterprises director Pranav Adani said “At Adani Sportsline, we are delighted to be in a position to promote yet another exciting homegrown sport.”
He added, “We have always believed that the best way to promote homegrown sports and build engagement across the national audience is to adopt a professional, structured approach. Our experience with the Kabaddi and Boxing League gives us confidence that the Ultimate Kho Kho League will do wonders for this much-loved traditional sport. Our decision to partner with this league is an extension of our aim to build a world-class ecosystem that nurtures sporting talent, accelerates the sports economy and plays the role of an enabler in India’s journey to become a leading sporting nation.”
GMR is hoping that its association with UKK will help ‘Kho-Kho’ break the shackles and soar high in terms of popularity.
GMR Group corporate chairman Kiran Kumar Grandhi said, “At GMR Sports’ our aim is to promote sports amongst youth, connect with the community at large and build a supporting ecosystem. Since its inception, over 15 years ago, the company has done pioneering work in growing popular sports such as Cricket and other indigenous sports like Kabaddi and Wrestling across India and overseas. With a vision to nurture talent at the grass-root level, it has invested in providing access to professional sports by setting up Sports Training Academies across India.”
Ultimate Kho Kho has already roped in Sony Pictures Networks India (SPNI) as its official broadcasting partner in a multi-year deal. The high-octane games will be broadcast exclusively across SPNI’s sports channels and their dedicated OTT platform SonyLIV which will enable viewers to watch the Ultimate Kho Kho ‘on the go’.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
