MAM
MPL Sports becomes official kit sponsor for Indian cricket teams
NEW DELHI: The Board of Control for Cricket in India (BCCI) has announced its partnership with MPL Sports, the athleisure wear and sports merchandise brand from e-sports platform Mobile Premier League, as the new kit sponsor and official merchandise partner for the Indian cricket team.
Under the newly-inked the strategic partnership, MPL Sports has entered into a three-year agreement from November 2020 to December 2023. MPL Sports’ association with the BCCI begins with the upcoming India tour of Australia, 2020-21, which will see the Men in Blue sporting the new jerseys.
The senior men and women and the Under-19 teams are also a part of the deal for the new kits.
Apart from Team India jerseys, MPL Sports will also sell licensed Team India merchandise. The jerseys and a wide range of team India merchandise will be offered to fans at affordable prices.
BCCI honorary secretary Jay Shah said: “The partnership leads us to a new frontier for Team India and for sports merchandising in the country. We look forward to working with a young Indian brand like MPL Sports to tap the potential that this sphere holds. This partnership aims at facilitating access to high-quality Indian cricket fan merchandise, including the coveted Indian cricket team jersey for cricket fans not just in the country but globally.”
BCCI president Sourav Ganguly said: “We are delighted to announce the dawn of a new era for Indian cricket with the appointment of MPL Sports as the kit sponsor for the Indian men’s and women’s national cricket team until 2023. We look forward to MPL Sports adding a new chapter to the team’s kit, and bring official BCCI licensed merchandise within easy and convenient reach for the billion-plus fans who cheer for Team India.”
MPL and MPL Sports SVP-growth and marketing Abhishek Madhavan said: “India is a market with a billion cricket fans and we see a lot of potential in the underpenetrated merchandise market. Associating with the Indian national cricket team is a matter of huge pride for us and we want every fan in the country to feel the same way and have access to the merchandise they can proudly flaunt.”
MAM
Sleepwell unveils nationwide sleep study on World Sleep Day
79 per cent use screens before bed, 36 per cent of 18–25-year-olds sleep ≤5 hours.
MUMBAI: Sleepwell just dropped the pillow truth bomb because when India’s sleeping less and scrolling more, even the mattress wants to stage an intervention. On World Sleep Day 2026, Sleepwell released its nationwide Sleep Study, painting a stark picture of India’s escalating sleep crisis. The findings show that 79% of Indians use screens right before bed, fuelling restless nights and drowsy days. Alarmingly, 36% of young adults aged 18–25 sleep five hours or less making them the country’s most sleep-deprived group.
The study also busts the myth of “catch-up sleep”, 65% of respondents actually sleep even later on weekends, pointing to increasingly irregular patterns that spill fatigue into the working week. Mattress discomfort emerged as a frequently overlooked culprit behind late-night wake-ups and constant leak-anxiety checks.
To drive the message home, Sleepwell’s CMO Puneet Gulati appeared on Zee Business, stressing that quality sleep isn’t a luxury, it’s foundational health. He highlighted how the right mattress can transform restless nights into restorative ones.
The brand doubled down with clever late-night activations, partnering with a quick-commerce platform to serve contextual ads between 11 pm and 3 am, gently nudging bleary-eyed scrollers to consider mattress discomfort as the reason they’re still awake and pointing them to the nearest Sleepwell store. Digital influencers and creators also shared relatable stories of how poor sleep fuels impulsive late-night behaviour.
In a nation that celebrates hustle but quietly pays for it in lost rest, Sleepwell isn’t just selling mattresses, it’s selling the radical idea that sometimes the bravest thing you can do is close your eyes and actually sleep well.
