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SportAccord to create portal on YouTube
MUMBAI: SportAccord, the representative of institutional sport worldwide that groups together 104 World Sports Federations and Organisations, has announced a partnership with online video social site YouTube.
The agreement serves as the initial step toward the creation of The Sports Hub, an internet destination that will be a unique, comprehensive multi-sport platform where people around the globe can turn for a single access point to all sports.
The Sports Hub portal will include a series of sub-channels organised by sport and discipline. The structure will make it easy for sports enthusiasts to discover videos of popular favourites like swimming, ski or cycling, as well those of sports growing in popularity like surfing, climbing or floorball.
In addition, The Sports Hub will showcase Paralympic sports and multi-sports Games, such as the World Games or the SportAccord Combat Games. Content will include top matches, competitions, key interviews, backstage moments, educational content and more.
A fully customised look and feel will empower Federations to leverage The Sports Hub for promotion as well as cross promotion of their sports since they will be grouped by categories (e.g. ball, racquet or water sports).
YouTube’s social features will enable people to rate videos in SportAccord channels, discuss them via text comments and video responses, and post them with the click of a button to social networks where they can be discovered by both existing and new fans. SportAccord will use Content ID, YouTube’s content management tools, to protect, promote and monetize its content online and make sure that it is accessible for all in the best quality possible for viewers around the world.
SportAccord president Hein Verbruggen said, “This is an amazing opportunity for our Members and sports to enhance their presence online, thus getting more exposure. The Sports Hub will also offer an appealing one-stop-shop to all sports fans”.
YouTube co-founder and CEO Chad Hurley says, “We are confident that The Sports Hub will create new promotion opportunities for a wide variety of associations and enable them to reach both existing and new sports fans around the world with their content.”
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Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
