Sports marketing in India, from rights to activation
This guide gives an overview of sports marketing in India, from buying rights to running activation, and how ITW Universe works across it.
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Sponsorship end to end
This guide gives an overview of sports marketing in India, from buying rights to running activation, and how ITW Universe works across it.
Why brands choose ITW Universe
One partner
One partner from rights buying to on-ground activation: cricket, football, leagues, fan events.
India's biggest properties
Track record on India's biggest properties: IPL, WPL, ICC, the Indian cricket team jersey and FIFA.
Beyond India
Execution beyond India across 9 countries.
Our credentials
Three of six WPL sponsorships
Three of six official Women's Premier League (WPL) brand sponsorships.
Official Team Sponsor
Oppo and Byju's as Official Team Sponsor of the Indian cricket team.
Official ICC Fan Parks
Official ICC Fan Parks, Men's ODI Cricket World Cup 2023.
Events and entertainment
ITW Playworx: events and entertainment IPs.
Campaign South Asia
Campaign South Asia awards.
Founded 2010
Founded 2010 (Planman Stars 2008 → ITW 2010); co-founder Bhairav Shanth; 9 countries.
Proof of work
Recent coverage
India–Afghanistan Friendship Cup: ITW Universe onboards Valvoline, Spinny ahead of Delhi seriesET BrandEquity · 4 Sep 2026
CricbuzzFive-team Afghanistan Premier League to begin on December 27Cricbuzz · 29 Aug 2026
Afghanistan Cricket Board signs 10-year deal with ITW to relaunch APL T20The Economic Times · 2 Jul 2025
Common questions
What does a sports marketing agency in India do?
A sports marketing agency helps brands buy sponsorship and media rights across cricket, football and events, and then builds the content, media and on-ground activation around those rights.
Which services does ITW Universe offer across sports marketing?
ITW Universe offers global consulting, owned rights, media planning and buying, content and performance marketing, branding and activations, legal services, and travel and experiences.
Has ITW Universe worked on football and FIFA?
Yes. ITW Universe was Byju's FIFA activation partner.
Does ITW Universe handle events and fan experiences?
Yes. ITW Playworx runs events and entertainment IPs, and ITW delivered official ICC Fan Parks for the Men's ODI Cricket World Cup 2023.
Which team sponsorships has ITW Universe delivered?
ITW Universe delivered Oppo and Byju's as Official Team Sponsor of the Indian cricket team.
Where does ITW Universe operate?
ITW Universe works across 9 countries.
Who leads ITW Universe?
Bhairav Shanth is co-founder of ITW Universe, founded in 2010.
Has ITW Universe won industry awards?
Yes. ITW Universe has received Campaign South Asia awards.
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