Sports
Sportel returns to Singapore, boosting Asia-Pacific sports media ties
Global industry gathers as deals, tech trends and partnerships take centre stage
SINGAPORE: Sportel has made a lively return to Singapore, stitching together the Asia-Pacific and global sports media ecosystem in a two-day showcase of deals, dialogue and digital disruption.
Held from 24 to 25 March at the Orchard Hotel, the event drew 370 participants from over 220 companies across 35 countries, underlining the region’s growing pull in the global sports business. From broadcasters and rights holders to tech innovators and media firms, the gathering had all the ingredients of a marketplace in motion.
What stood out was not just the scale, but the balance. Around a third of attendees were content buyers, closely matched by rights holders, creating fertile ground for negotiations and future tie-ups. With 55 per cent of participants travelling from Asia-Pacific and the Middle East, and the rest from Europe and the Americas, Sportel positioned itself as a bridge between regional ambition and global opportunity.
The presence of major players such as Advanced Info Services, Astro, beIN Sports APAC, Bilibili, CJ ENM, Coupang Play, DAZN Japan, Fox Sports Australia, ESPN Australia & New Zealand, Mediacorp, StarHub and Singtel highlighted the region’s growing strategic weight in the sports media landscape.
Beyond business, networking remained the heartbeat of the event. A welcome cocktail hosted by World Table Tennis and curated experiences such as a tour of the National Stadium and the Singapore Sports Museum added a cultural layer to the commercial buzz.
Conference sessions explored the forces reshaping sports media in Asia-Pacific. Topics ranged from evolving media rights dynamics and European leagues expanding into the region, to the rising economic influence of women in Singapore’s sports ecosystem. Technology took centre stage with discussions on cloud production, generative AI, automation, and the ongoing fight against piracy and cybercrime.
Streaming trends also came into focus, with industry leaders unpacking how personalisation is redefining viewer engagement in a digital-first world. Insights into markets like Australia and New Zealand showed how regional ecosystems are adapting to global shifts.
The event wrapped up with the Pitch Perfect Innovation Contest, where companies including Phygital International, Bitmovin, S.O. Casual Creative, Appear and Layercake showcased their ideas. Padraig O’Donovan from Layercake emerged as the winner, earning a full-access pass to Sportel Monaco later this year.
For many, the Singapore edition served as a gateway into the wider Sportel network, particularly for new entrants exploring international markets.
Sportel Asia executive director Agnès Marsan noted, “Singapore has once again proven to be a strategic gateway for connecting the Asia-Pacific sports media industry with the global Sportel community. Beyond the business conducted during the event, these regional editions are essential for welcoming new companies into the Sportel ecosystem and introducing them to the opportunities it offers, because Sportel is where deals are made, partnerships are built, and announcements come to life,” he said.
As Sportel continues to expand its footprint, its Singapore edition underscores the Asia-Pacific region’s growing influence in shaping the future of global sports media.
Sports
Gujarat Titans unveil 37-partner roster for IPL 2026
Franchise strengthens commercial ecosystem with mix of renewals and new associations.
MUMBAI: Gujarat Titans just assembled a 37-partner lineup so strong, even the opposition is checking the team sheet twice because when your sponsor list reads like a who’s who of trust and innovation, the trophy cabinet starts feeling a little more crowded. Gujarat Titans have announced a robust partner ecosystem of 37 brands for the 2026 IPL season, reflecting both momentum and maturity as the franchise builds on its title-winning foundation from 2022.
At the core of the lineup is Birla Estates as principal partner on the front of the jersey, anchoring a strong on-kit presence that includes long-standing partners such as Torrent, BKT Tyres, Jio, Astral Pipes and Livpure. New on-field integrations feature Google Pixel, Grew Solar and IGI, while Equitas has upgraded from helmet branding to the team jersey.
Beyond the kit, the diversified portfolio spans global technology platforms like Google (Search & Gemini) and travel brand Airasia, alongside mass-market names such as Campa, Budweiser 0.0, Amul, Dream11 and Scapia. Gaming and youth-focused partners include Krafton (Real Cricket), Pokémon and Big Ant, while service-led categories are represented by Bharat Taxi, Finkeda, Next Care Inc., HCG Hospital and Max Fresh.
Fan engagement remains a priority, with Bookmyshow continuing as ticketing partner, and Radio Mirchi and Fever strengthening regional reach. The franchise is also expanding its consumer footprint through merchandise and licensing collaborations with T10, EM, Hapipola, Baller Athletik, Versant, Chupps, Cricket Icons and Valiente.
Gujarat Titans chief operating officer Colonel Arvinder Singh said, “We are happy to be associated with a growing number of partners year-on-year who align with the Gujarat Titans ethos and continue to place their trust in us. This shared belief allows us to build deeper, long-term relationships that go beyond visibility and focus on delivering consistent value both on and off the field.”
The expanded partner base underscores Gujarat Titans’ strategy of creating sustained commercial value while deepening fan connections within the TATA IPL ecosystem.
In a league where every sponsor wants to score big, Gujarat Titans have built an all-star lineup off the field proving that when trust meets ambition, even the commercial game becomes worth watching.
