Sports
SMK becomes first Indian helmet brand in Road to MotoGP championship
Partnership with Moto4 Latin Cup puts the brand on the international racing grid for the first time
NEW DELHI: An Indian helmet maker is stepping onto the global racing grid.
SMK Helmets has partnered the Moto4 Latin Cup as the official technical helmet sponsor, marking the company’s entry into international motorsport. The deal places the brand inside the prestigious Road to MotoGP ecosystem, a global ladder designed to groom young riders for professional circuit racing.
The move makes SMK the first global Indian helmet brand to enter a Road to MotoGP championship, a significant milestone for a company that has built its reputation on helmet engineering and manufacturing.
Riders in the championship will compete wearing SMK’s Titan Carbon Racing helmet, a race-spec model designed specifically for high-speed circuit competition.
The Moto4 Latin Cup forms part of the wider Road to MotoGP programme, which serves as a stepping stone for emerging riders aiming to climb the professional racing ranks. The 2026 season will feature 12 rounds across circuits in Brazil and Argentina, with young riders from across the Americas competing on identical Honda NSF250R race machines.
The championship begins from March 20 to 22 in Goiânia, Brazil, coinciding with the return of the MotoGP Brazilian Grand Prix. The series provides a professional platform for young racers to gain experience on international circuits and pursue what organisers call the “road to the dream”.
Backed by more than five decades of helmet manufacturing expertise, SMK is now extending its focus on safety and performance to the demands of the racing grid, where speed and precision leave little room for compromise.
Under the partnership, competing riders will be equipped with the Titan Carbon Racing helmet, built around a lightweight carbon-fibre shell and a race-oriented interior configuration. The helmet is ECE 22.06 certified and engineered to deliver protection, aerodynamic stability and comfort at racing speeds.
The design reflects modern racing priorities, combining lightweight construction, aerodynamic efficiency and rider-focused ergonomics.
The collaboration is also part of SMK’s longer-term strategy to expand its presence in international motorsport while advancing helmet technology through real-world racing insights.
Racing environments generate valuable data on aerodynamics, ventilation, stability and rider comfort at extreme speeds. Feedback from riders competing in the championship will feed directly into SMK’s ongoing helmet development programme.
“Motorsport represents the highest expression of performance, precision and human ambition,” said Shilpa Arora, head of global sales at SMK Helmets.
“For SMK, supporting the Moto4 Latin Cup is more than a sponsorship. It reflects our long-term commitment to rider safety and innovation,” Arora said.
Sidhartha Khurana, managing director and chief executive at SMK, said the company views racing as a crucial testbed for technology.
“As one of the world’s largest helmet manufacturers by volume, with over five decades of expertise, we believe racing plays an important role in advancing helmet technology,” Khurana said.
“These young athletes represent the future of the sport, and we are proud to stand beside them as they pursue their dreams. The insights gained through racing environments will continue to strengthen the technology that ultimately protects riders on roads across the world.”
Manufactured in India and sold across global markets, SMK’s entry into competitive racing also highlights the rising international recognition of Indian helmet engineering.
From factory floors in India to high-speed racing circuits in Latin America, the company is betting that the road to MotoGP can also become a road to global credibility.
Sports
IPL 19 records 96.8 ad index as advertisers and categories decline: TAM Sports report
Fewer categories and advertisers as tech and FMCG brands reshape IPL ad mix
NEW DELHI: The on-field action remains strong, but advertising activity during the Indian Premier League has shown a slight shift this season. A report from TAM Sports, a division of TAM Media Research, indicates that the first 13 matches of IPL 19 have recorded a marginal decline in commercial volumes compared to the same phase last year.
Indexed ad volumes stood at 96.8, down from 100 in IPL 18. The number of advertising categories fell from over 50 to 40, while the advertiser base reduced from 65 to 45. At the same time, the number of channels broadcasting the tournament declined from 28 to 25.
Mouth Fresheners emerged as the leading category, contributing over 14 per cent of total ad volumes. Ecom-Other Services and Ecom-Wallets followed, maintaining a strong presence during the early part of the tournament.
The technology sector has gained prominence this season. Google ranked as the top advertiser, accounting for over 13 per cent of ad share. The company focused on promoting its Google Search Engine and Google Gemini AI platform. In contrast, categories such as Ecom-Gaming and Cellular Phones-Smart Phones did not feature among the leading segments this year.
TAM Sports analyst Arjun Sharma said the decline in volumes reflects a more focused approach by advertisers, with fewer but more prominent players dominating the space.
The report also identified new entrants, with ten additional categories including Chocolates, Laptops/Notebooks, and Hair Care products. Among companies, Vishnu Packaging and Reliance Consumer Products remained key advertisers, while Havells India and K P Pan Foods continued to feature prominently.
Among brands, Vimal Pan Masala and Kamla Pasand Silver Coated Elaichi recorded high visibility, while Cadburys Dairy Milk Chocolate was among the notable new entrants.
With the tournament still underway, advertising activity may increase in the coming weeks as more brands look to capitalise on IPL viewership.
