Brands
Blue God Entertainment buys Legends League Cricket in Rs 49 crore deal
Acquisition makes it the first cricket league linked to a listed Indian entity
NEW DELHI: Cricket’s veterans’ carnival has found a new backer. Blue God Entertainment Ltd has acquired Legends League Cricket for Rs 49 crore, turning it into the first cricket league to be represented through a listed Indian entity.
The deal, announced by Absolute Legends Sports Pvt Ltd, signals a fresh chapter for the league that brings former international stars back into the spotlight. With this acquisition, cricket meets capital markets in a way rarely seen before in India.
Blue God will now hold long-term commercial rights spanning media, sponsorship, franchise development and global content distribution. In effect, it is not just buying a tournament, but a sports property with television appeal, brand muscle and the promise of recurring revenues.
Absolute Legends Sports chairman Vivek Khushalani, described the league as a scalable global sports property with strong commercial fundamentals and rising fan engagement. The partnership, he said, ushers in institutional capital and sharper long-term growth visibility while allowing his company to follow an asset-light strategy and retain brand leadership.
For Blue God Entertainment, the move fits neatly into its ambition to build a sports and entertainment ecosystem with dependable income streams. Spokesperson Nitin Khanna said the league offers a powerful growth platform and significant commercial potential.
Legends League Cricket co-founder Raman Raheja, called the transaction a defining moment for global sports business. By aligning a cricket property with public markets, he noted, the deal creates a new template for how sports intellectual property can be valued, monetised and scaled.
In simple terms, this is cricket stepping onto the trading floor. If the model succeeds, fans may soon find that the thrill of the boundary rope is matched by the buzz of the balance sheet.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
