Sports
Matix joins Mumbai City FC as associate partner
Alliance aims to boost youth fitness and India’s football ambitions
MUMBAI: In a move that blends boardroom vision with on-pitch ambition, Matix has announced an associate partnership with Mumbai City FC for the ISL 2025 to 26 season.
Promoted by Nishant Kanodia, Matix will feature as the Jersey Pendant sponsor on the club’s first team matchday kits. The brand will also enjoy a strong presence at the NMSA training facility and the Mumbai Football Arena, placing it at the heart of India’s top flight football action.
The collaboration signals a shared commitment to discipline, performance, and long-term value creation, both on and off the pitch. By aligning with one of the country’s most professional football platforms, Matix hopes to inspire young Indians to embrace sport, fitness, and teamwork as pathways to personal growth.
India’s premier football competition, the Indian Super League, operates under the governance of the All India Football Federation. Partnerships such as this play a vital role in nurturing high performance environments while expanding football’s footprint across the country.
Speaking on the partnership, Kanodia said football represents excellence and resilience, adding that supporting a professional club like Mumbai City FC reflects Matix’s belief in sport’s ability to inspire millions of young Indians to pursue healthier, more disciplined lifestyles.
Mumbai City FC CEO Kandarp Chandra, welcomed Matix to the club’s growing partner ecosystem, noting that the company’s long-term outlook aligns with the team’s ambition to consistently compete at the highest level and elevate Indian football’s global standing.
As Indian clubs continue to make their mark in continental competitions, the next step lies in nurturing homegrown talent capable of competing on the international stage. Matix believes that sustained investment in elite sporting platforms can help India strengthen its presence in global qualification pathways, from Olympic participation to future Fifa World Cup campaigns.
Beyond branding, the partnership will see Matix and Mumbai City FC engage fans through digital content, matchday activations, and initiatives designed to promote physical fitness and a responsible sporting culture.
Together, the two aim to champion a more aspirational and globally competitive football ecosystem in India, one goal at a time.
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.
