Sports
K Raheja Corp Homes partners with JSW Indian Open 2026
Real estate firm backs PSA Copper event on Olympic qualification path.
MUMBAI: K Raheja Corp Homes just aced its first sporting serve because when squash smashes into the Olympics, even property developers want courtside seats. K Raheja Corp Homes has come on board as the official partner for the JSW Indian Open 2026, aligning with a premium global sporting platform as squash prepares for its Olympic debut at Los Angeles 2028.
The second edition of the tournament, a PSA Copper-level event, brought together leading Indian and international players competing on the Professional Squash Association World Tour. It served as a key competitive platform for athletes to accumulate ranking points and progress within the global circuit while boosting engagement among India’s growing squash audience.
The partnership marks K Raheja Corp Homes’ first association with sport, reflecting a strategic move into purpose-led platforms that intersect excellence, lifestyle and global competitiveness.
Speaking on the association, JSW Sports chief commercial officer Karan Yadav said, “Their partnership has helped us further strengthen the overall tournament experience for both Indian and international players.”
K Raheja Corp Homes added that the JSW Indian Open reflects the performance, discipline and global competitiveness with which the company strongly identifies.
The tournament concluded with Abhay Singh and Anahat Singh emerging as champions after an intense series of matches.
As India’s sporting ecosystem deepens its integration with international circuits, events like the JSW Indian Open are emerging as vital enablers of talent and visibility. Through this collaboration, K Raheja Corp Homes extends its brand narrative beyond real estate into arenas defined by aspiration and high performance.
When the ball hits the wall and the crowd roars, even the property world is learning that the best investments sometimes come with a backhand and a very bright future.
Sports
IPL 2026 ad race sees digital-first categories dominate CTV
E-commerce leads CTV with 35 per cent share; Google tops linear TV
MUMBAI: In the IPL’s biggest face-off yet, it’s not just bat versus ball, it’s screen versus screen. And in IPL 2026, connected TV seems to be playing a very different game from traditional television. Fresh data from TAM Sports shows that advertising trends across Linear TV and CTV diverged sharply during the first 22 matches of the tournament, underlining how brands are splitting strategies across platforms.
On CTV, digital-first categories clearly stole the spotlight. E-commerce media, entertainment and social media alone accounted for a commanding 35 per cent share of ad volumes, followed by e-commerce services at 12 per cent. Smartphones (8 per cent), cars (7 per cent) and air conditioners (5 per cent) rounded off the top five, signalling a strong tilt towards tech-savvy, urban audiences.
Linear TV, however, told a more traditional story. Mouth fresheners led with a 14 per cent share, followed by e-commerce services at 12 per cent. Categories such as e-wallets, financial institutions and paints each held a 6 per cent share, reflecting mass-market consumption patterns that continue to anchor broadcast television.
The advertiser mix further highlights this split. On CTV, Star India (JioHotstar) dominated with a hefty 35 per cent share, followed by Google at 20 per cent. Havells India and Renault India each accounted for 4 per cent, while Reliance Consumer Products stood at 3 per cent.
On Linear TV, Google emerged as the top advertiser with a 13 per cent share, followed by Reliance Consumer Products at 9 per cent. Vishnu Packaging and Havells India held 6 per cent each, with K P Pan Foods at 5 per cent.
Despite these differences, there was notable overlap. More than 25 categories and over 20 advertisers were common across both platforms during the 22-match period. E-commerce, mouth fresheners, cars and paints featured prominently across screens, while brands like Star India (JioHotstar), Google and Reliance Consumer Products maintained strong cross-platform presence.
Yet, exclusivity is where the divergence becomes sharper. CTV saw over 15 exclusive categories and more than 25 exclusive advertisers, including smartphones, astrologers and fast food outlets. Linear TV mirrored this with over 15 exclusive categories and 20-plus advertisers, led by chocolates, jewellery and personal care.
The broader takeaway is clear. IPL advertising is no longer a one-screen strategy. CTV is fast emerging as a playground for digital-native, high-engagement categories, while Linear TV continues to deliver scale for traditional mass brands.
As the tournament progresses, one thing is evident: in the advertising IPL, it’s not just about where the eyeballs are, it’s about which screen they’re on.
