Mumbai: India's remarkable resurgence in the global sporting arena is a testament to its status as a multi-sport powerhouse. The captivating narratives and exhilarating moments in sports have long been a source of inspiration and entertainment for people of all ages. Recognizing the fervour and enthusiasm of viewers, renowned brands such as EatFit, Maruti Suzuki India Ltd, JSW, ACKO, and Limca Sportz have forged powerful collaborations with Sony LIV for the Asian Games 2023. These partnerships serve as a resounding expression of solidarity with and support for Indian athletes who are set to compete on this prestigious platform.
EatFit, Maruti Suzuki India Ltd, and JSW have come on board as co-presenting sponsors and will have a prominent presence within in-studio showcases to drive deep associations. JSW aims to shed light on India's multi-sport achievements and showcase JSW-sponsored athletes. ACKO has come on board as co-powered by Sponsor and will present highlights and introduce the ‘ACKO Changemakers series on Sony LIV. Furthermore, Limca Sportz is a Hydration Partner and will present ‘Unstoppable Player of the Day’, while RBI has exclusive rights to Top Moments. These collaborations promise engaging content and unique branding opportunities, enhancing the brand’s messaging among the audience.
The Asian Games is poised to be a significant one for India, as a total of 655 Indian athletes will be competing in 41 disciplines. After 19 years, the Asian Games will feature a T20 tournament, where Indian men's and women's cricket teams will be making their debuts, giving many more reasons for viewers to be glued to their screens this year.
Sony LIV head of Ad sales revenue Ranjana Mangla commented, “Over the last few years, Sony LIV has proved to be a trusted and seamless partner for streaming multi-sporting properties, and the Asian Games is one of the world’s most prestigious tournaments. Our coveted list of sponsors shares our passion for sports, with some renewing with us and others signing up for the first time. Each of them keenly wants to connect with a young and affluent subscriber base that makes us a strategic choice for their communications”.
Curefoods founder Ankit Nagori, “I am thrilled to announce our partnership as a co-presenting sponsor for the Asian Games 2023 on Sony LIV. This exciting collaboration exemplifies the immense potential for brands to elevate their presence through multi-sports tournaments. In the spirit of competition and unity, we look forward to a journey that not only fuels athletic excellence but also nourishes brand association, bringing together the worlds of health, fitness, and sports in perfect harmony”.
JSW Sports Founder Parth Jindal, “We are proud of our sponsorship of Team India at the Asian Games 2022, reinforcing our commitment to sporting excellence in the nation. This support extends through our Inspire Institute of Sport, Vijayanagar, which propelled 25 athletes to represent India at Guangzhou. 'RukNa Nahi Hai' is a rallying cry for sports to inspire and unite India's diverse landscape.
As proud sponsors, we look forward to Team India's performances, donning the JSW jersey and embodying our brand's determination and excellence. Through this partnership with the Indian Olympic Association, and in collaboration with Sony LIV, we aim to foster a culture of sportsmanship, determination, and excellence for future generations”.