ITW Sports

ITW Universe is pleased to announce that we have stitched jersey sponsorships for the Sri Lankan men’s cricket team’s tour of the West Indies, starting on 3rd June 2026.

Dialog will be the Front of Jersey sponsor.
Munchee will be the Back of Jersey sponsor.

A huge shoutout to Deepan Gujrati and Vajeendra Kannangara for making these partnerships possible! 🙌

We wish the Sri Lankan cricket team the best of luck for the tour! 🤝

ITW Universe was pleased to be invited to Midwicket Stories, where our Global Head - Sales & Partner - ITW Universe, Mr. Joshey John, was felicitated at the event.

The evening brought together distinguished leaders and cricketing icons, creating a platform for insightful discussions and inspiring stories. Cricket legends Sunil Gavaskar, Matthew Hayden, and Harbhajan Singh captivated the audience with their experiences and engaging conversations.

It was a memorable evening that celebrated excellence and the enduring spirit of cricket.

Also present at the event were Mr. Aniket Biju Kattikulam, AGM – Sports Sponsorship & Sales, and Mr. Vivek Murarka, Sales Lead from ITW.

Welcome to ITW Score – your front-row seat to the business of sport, where we break down how brands, teams, and talent are rewriting the playbook behind the play.

This week we look at Argentina making an India play, Crocs’ hitting the racetrack, India’s new sports leagues finding backers & Red Bull’s latest fandom gimmick!

Happy Eid Al-Adha 🌙✨

As the tennis Grand Slam summer swing gets underway with Roland Garros, this week’s ITW ShelfLife recommendation is a tennis novel - “Centre Court: An Indian Summer at Wimbledon” by Sriram Subramanian.

The fictional Indian tennis phenom, Shankar Mahadevan, is at a career crossroads as he takes one final shot at glory on the world’s most famous tennis stage. In the vein of Open, and The Racket, the story is a great look at the tough reality of the professional tour behind the glitz and glam - the isolation, the struggle with injuries, and the pressure of carrying a nation’s expectations.

Whether you are a tennis fan or just appreciate a story of sheer persistence, this book is a great tribute to the hard work and the big dreams required to compete on Centre Court.

We’re hiring fresh minds with big ideas. 🚀
Come grow with us at ITW Universe.

Self help books that draw on sports are a dime a dozen, but one that truly fits the bill in terms of being both practical and profound is Paddy Upton’s. Paddy’s own pedigree as an elite mental conditioning coach is the reason why. Whether it is insights from how he contributed in guiding India to the 2011 World Cup win or his knowhow on navigating pressure situations, the importance of vulnerability in leadership, and creating an environment where people aren’t afraid to fail, it is chock full of life-changing pointers.

This week’s ITW Shelf Life pick is The Barefoot Coach - an essential read for anyone, whether a fan, an athlete, or a leader, looking to understand the mental grit and emotional intelligence required to reach the very top.

Welcome to ITW Score – your front-row seat to the business of sport, where we break down how brands, teams, and talent are rewriting the playbook behind the play.

This week we look at Skechers takes a stride in women’s sports, Netflix is riding MI’s coattails to the second screen, Fanatics and FIFA go Phygital & Bombay Shirt Company buttons up for the cricket.

When Gokuldham Society started talking crypto...🎉

ITW is proud to have facilitated the integration of CoinSwitch into Taarak Mehta ka Ooltah Chashmah, one of India's most loved and longest-running television shows.

CoinSwitch comes on board as the Co-Powered By sponsor of the show. The association goes a step further with a brand mention where the iconic characters of TMKOC talk about diversifying investments through crypto. The audience even gets a glimpse of the CoinSwitch app on screen.

Reaching millions of loyal viewers with a message about accessible investing, woven naturally into a show they love, is what good brand storytelling is about.

Thank you to Chintan Jhaveri, Richa Pachori, Pranav Ahuja, Rithvik Kiran, and Jiyesh Janardhanan for stitching this together. And a big thank you to Lohith Ramachandra, Janhavi Vedpathak, Rahhul Saha, and the CoinSwitch brand team for being such collaborative and supportive partners through the entire process.

Here's to more of these. 🚀

Welcome to ITW Score – your front-row seat to the business of sport, where we break down how brands, teams, and talent are rewriting the playbook behind the play.

This week we look at Duracell’s clever integration, Accenture powering data and insights for WTA, SaaS taking the cricket route and Google’s new form of storytelling with a legend!