MAM
Indian Olympic Association onboards Borosil as associate sponsor
Mumbai: Consumer ware brand Borosil Ltd on Tuesday announced that it has renewed and expanded its sponsorship with The Indian Olympic Association (IOA) and has become their official associate sponsor for the Indian contingent. Under this sponsorship, Borosil will provide support for Indian athletes leading up to the upcoming Asian Games, Commonwealth Games, and the 2024 Olympics.
This extended collaboration will grow Borosil’s reach and have a positive impact on the Indian sporting ecosystem, the company said in a statement.
“We are extremely pleased to strengthen our partnership with Borosil Ltd which has been beneficial for all our Indian athletes,” said IOA secretary general Rajeev Mehta. “Borosil is a trusted homegrown brand that has touched all our lives with healthy nutrition and hydration. I would like to thank Borosil for showing their continued support for team India.”
In 2018, Borosil was associated with IOA as its official ‘hydration partner’ for national athletes who represented India at the 18th Asian Games and Summer Youth Olympics. Borosil provided Indian athletes and officials with their Hydra range of bottles to ensure that the contingent used the best and safest products to stay hydrated during their training and competitions.
“This is a very proud moment for us to be associated with Indian Olympic Association. As an Indian company, it is our honour to support our great nation’s sporting endeavours,” said Borosil Ltd MD Shreevar Kheruka. “We are glad to be part of the enabling process to support Indian athletes in their endeavours and look forward to them bringing laurels to India in the world of sports.”
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.
