MAM
Gameskraft powers Indian athletes across track, field, para and archery
MUMBAI: When skill meets support, the scoreboard changes. That’s exactly what Gameskraft Foundation is banking on as it doubles down on India’s medal ambitions reaffirming partnerships with four key sporting foundations, the Inspire Institute of Sport (IIS), Anju Bobby Sports Foundation (ABSF), Gosports Foundation, and the Dola & Rahul Banerjee Sports Foundation (DRBSF).
“Over the past few years, our partnerships have shown encouraging results,” said Rishi Wadhera, Vice President – Corporate Communications & CSR, Gameskraft. “It’s been heartening to see how consistent support can make a meaningful difference in the journeys of emerging athletes. Our focus remains on nurturing potential, building sustainable infrastructure, and supporting communities in their efforts to create future champions. These collaborations are a reflection of our continued commitment to contributing positively to India’s sporting ecosystem with a long-term vision and are grateful to our partners for their commitment.”
Together, these collaborations form a medal-making machine supporting everything from para-athletes to archers and track stars, from grassroots training to global podiums.
At IIS, the Foundation backs the Athletics Centre of Excellence, whose star pupil Neeraj Chopra took home Silver in Javelin at the 2024 Paris Olympics. At ABSF, a new academy is taking shape in Bengaluru to foster more future Shaili Singhs who leapt to Bronze in Long Jump at the 2025 Asian Athletics Championships.
Lauding the efforts of the Gameskraft Foundation and their long-term commitment to a robust sports-driven culture, Anju Bobby George, Founder of ABSF and India’s first medallist in the World Athletic Championship said, “Our association with Gameskraft Foundation has been anchored in a shared belief in long-term impact. The backing we’ve received is not just empowering for our training infrastructure but has been vital in inspiring young girls from small towns to dream bigger.”
Gameskraft’s partnership with GoSports Foundation under the Para Champions Programme is a testament to inclusivity in sports. At the 2024 Paralympics, the results were golden literally with Sumit Antil and Dharambir grabbing Gold, Suhas Yethiraj securing Silver, and Rakesh Kumar bagging Bronze.
In the archery arena, Deepika Kumari supported via DRBSF scored Bronze at the 2025 Archery World Cup, aiming true with Gameskraft in her corner.
“For Indian sport to reach the success we aspire, it needs the coming together of more than just talent. Corporate India’s involvement in sport is pivotal, and some of our more prominent achievements have been a result of this support. At Gameskraft Foundation, we have people who are as obsessed with us about our Olympic ambitions. Together we have created a system for our athletes that gives them the best possible chance to succeed, and I am confident we will have more podiums coming from track and field in the near future.”, said Manisha Malhotra, President, Inspire Institute of Sport.
The results are already on the leaderboard, but Gameskraft isn’t done yet. With every laurel and long jump, the foundation is showing that gaming companies can play a serious role in India’s Olympic journey not just virtually, but with real impact on real tracks.
Now that’s how you level up.
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.
