MAM
WSG to promote golf star Arjun Atwal
MUMBAI: World Sport Group (WSG) and Blue Giraffe Enterprises (BGE) have announced the creation of a relationship whereby the sports marketing company will exclusively promote and manage the affairs of Indian golf star Arjun Atwal in Asia.
Atwal became the first player from India to win on the US PGA Tour this season when he triumphed in the Wyndham Championship and as his career goes from strength to strength, he is looking to solidify his support team.
BGE CEO Bobby Kreusler said, “We feel that WSG is uniquely positioned within the Indian and Asian markets to exclusively assist us with promoting Arjun and effectively service these markets.”
WSG VP golf Patrick Feizal Joyce said, “We are also really looking forward to working with Blue Giraffe Enterprises who are a new partner for us and one with which we hope to build a long and fruitful relationship.”
Atwal finished equal fifth in the $1.25 million Hero Honda India Open yesterday at Delhi Golf Club and is looking forward to the new relationship.
“I have played in many events promoted by World Sport Group over the years and have many friends there so I feel it is an exciting and sensible option to take. It is important for me to still play in Asia as much as I can as this is where it all started for me. World Sport Group have an enormous amount of experience here and I feel a lot can be achieved with such a strong partner,” said Atwal.
The 37-year-old Indian’s last victory on the Asian Tour came in 2008 Malaysian Open, which was his seventh victory on the circuit. He topped the Asian Tour Order of Merit in 2003 before furthering his career in the US.
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.
