Sports
SJFI Golden Jubilee convention returns to Delhi
Hero MotoCorp titles four-day event from March 13-16 with 23 brand partners.
MUMBAI: Delhi’s ready to host the biggest sports media party in 50 years because when SJFI turns golden, even the headlines get a standing ovation. The Sports Journalists Federation of India (SJFI) is bringing its National Convention back to the capital for the first time in over two decades, and this edition is celebrating its Golden Jubilee in style. Hosted by the Delhi Sports Journalists Association (DSJA) from March 13-16, 2026, the four-day event has secured Hero Motocorp as title sponsor, underscoring strong corporate confidence in India’s premier gathering of sports media professionals.
Hero Motocorp executive vice president for global business & product planning Sanjay Bhan said, “Promoting sporting excellence across disciplines has been an integral part of our journey. We are delighted to be the Title Sponsor of the Golden Jubilee celebrations of SJFI, an opportunity to support athletes and celebrate the fraternity that chronicles India’s sporting journey.”
The convention has attracted an impressive lineup of 23 partners, including TCM Sports, Sony Sports Network, Punjab Kings, Red Bull, Delhi Capitals, DDCA, Jindal Steel, Rajasthan United FC, Archery Association of India, Svayam, RPL, PEFI, SG Sports, WordsWork Communications Consulting, Modern Pythian Games, JK Tyre, DDA, Artsmith Concepts & Vision, Adimazes, Aabhawater, VIDA and ESGF. Strong backing also comes from the Ministry of Youth Affairs and Sports (MYAS), Indian Olympic Association (IOA) and International Sports Press Association (AIPS).
DSJA Secretary Sabi Hussain said, “Hosting the 50-year milestone celebration is a huge honour. The incredible backing from our brand partners shows how powerful the Indian sports media network has become.”
TCM Sports managing director Lokesh Sharma added, “It is an honour for TCM Sports to host the SJFI Convention 2026. Journalists have a vital role in documenting the history of sport and bringing stories to millions of fans. We are proud to welcome distinguished members of the sports media fraternity.”
The packed programme blends professional dialogue with sporting action and networking. Highlights include a Grand Sports Conclave hosted by TCM Sports featuring top administrators and Olympic icons, the JK Bose Inter-Zonal T20 Cricket Tournament, AC Bali Table Tennis Tournament, basketball, futsal and golf putting competitions, family and youth engagement activities such as the Modern Pythian Games and Red Bull gaming station, plus a prize distribution ceremony with distinguished dignitaries.
In a milestone year for Indian sports media, the Golden Jubilee convention isn’t just marking 50 years, it’s proving that when journalists, brands and sport come together, the real winners are the stories that keep inspiring the nation.
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.
