Sports
KKR unveils ‘Lines of Legacy’ jersey for IPL 2026
Three-time champions weave iconic moments into new kit design.
MUMBAI: KKR just turned their jersey into a history book because when every six and every wicket gets its own line, even the fabric starts telling tales. Kolkata Knight Riders have unveiled their new jersey for TATA IPL 2026, themed “Lines of Legacy,” transforming defining moments from the franchise’s 18-year journey into abstract linear art that forms the letters KKR. From Brendon McCullum’s explosive 158* on opening night in 2008 to Rinku Singh’s five consecutive sixes in a dramatic finish, each milestone becomes a deliberate line woven into the design.
The jersey allows fans to literally wear a piece of the team’s story. The reveal was supported by a viral social-media campaign under #LinesOfLegacy that trended for 48 hours, culminating in a humorous film blending pop culture and Kolkata flavour, featuring actor Rajat Bedi, comedian Anirban Dasgupta and local creators.
Knight Riders Sports CEO Venky Mysore said, “The Lines of Legacy captures the essence of KKR’s storied history and celebrates the journey of the team over the years. Each line represents a pivotal moment of brilliance, reflecting the energy and spirit that weaves together to form our identity.”
Knight Riders Sports chief marketing officer Binda Dey added, “Through our ‘Kya Line Hai?’ campaign film, we wanted to bring the idea of the ‘Lines of Legacy’ to life and celebrate the iconic moments that define KKR’s journey. By collaborating with local Kolkata influencers and creators, we’re bringing the legacy of the team to fans in a fun and authentic way.”
The new jersey is available for purchase on the official website.
In a league where kits often change for fashion, KKR changed it for memory turning every thread into a trophy moment and every fan into a walking chapter of IPL folklore.
Sports
IPL 2026 shows widening gap between CTV and TV advertising trends
Ecom leads CTV with 39 per cent, 30 plus shared categories, distinct advertiser mix.
MUMBAI: If cricket is the same on every screen, advertising clearly isn’t. A new analysis by TAM Sports reveals a widening gap between Connected TV (CTV) and linear television advertising during IPL 2026, with brands and categories playing very different innings across platforms. On CTV, digital-first categories dominated. E-commerce media, entertainment and social media led with a commanding 39 per cent share, followed by e-commerce services at 11 per cent. Smartphones and cars each accounted for 6 per cent, while air conditioners contributed 4 per cent highlighting a strong tilt towards tech-led and high-consideration categories.
Linear TV, in contrast, leaned heavily into mass-market staples. Mouth fresheners topped the chart with 14 per cent, closely followed by e-commerce services at 13 per cent. Financial institutions held a 6 per cent share, while paints and e-commerce wallets each stood at 5 per cent, reflecting a more traditional advertising mix.
The divergence extends to advertisers as well. On CTV, Star India (JioHotstar) led with a dominant 39 per cent share, followed by Google at 17 per cent. Havells India, Renault India and Reliance Consumer Products rounded out the top five with smaller shares. Linear TV saw Google in the lead at 12 per cent, with Reliance Consumer Products at 10 per cent, followed by Vishnu Packaging and Havells India at 6 per cent each, and K P Pan Foods at 5 per cent.
Despite these differences, there is some overlap. The study identified 30 plus common categories and 25 plus common advertisers across both platforms, based on 22 matches analysed. Shared categories included e-commerce media, e-commerce services, mouth fresheners, paints and cars, while common advertisers featured Star India (JioHotstar), Google and Reliance Consumer Products.
Yet, exclusivity tells the sharper story. CTV saw over 20 exclusive categories and 30 plus unique advertisers, including smartphones, credit cards, fast food outlets and hotels, with brands such as Renault India, Tata Motors and Voltas featuring prominently. Linear TV, meanwhile, had 15 plus exclusive categories and 20 plus advertisers, including chocolates, jewellery, perfumes and mortgage loans, with names like Cadbury India, Skoda Auto and Amul in the mix.
The findings point to a structural shift in how advertisers are approaching big-ticket sporting events. While linear TV continues to deliver scale and familiarity, CTV is emerging as a playground for digital-native categories and more targeted brand storytelling.
In the IPL’s advertising game, it seems the format may be the same but the strategy is anything but uniform.
