Published on: June 25, 2026
Bien-être Consulting has expanded its presence in India’s sports industry by securing strategic mandates from four sporting properties spanning cricket, tennis, volleyball, and korfball.
The company has been appointed by the Korfball Premier League (KPL), owned by Sportybharat, Game Changers South Africa Champions (GCSAC) in the World Championship of Legends, Game Changers Falcons (GCF) in the upcoming World Tennis League, and Ayodhya Superkings (ASK), a franchise competing in the Uttar Pradesh Pro Volleyball League (UPPVL).
These sporting events are scheduled to take place during the latter half of 2026. The inaugural edition of the Korfball Premier League is slated for September and will feature Indian players including Yamini Dehloo, Alisha, Yuri Sethi, Sarang Sharma, Sourbh Dalal, and Rajat Kumar Saini.
The mandate portfolio also includes Game Changers South Africa Champions, the reigning champions of the World Championship of Legends 2025. The team is set to defend its title in October 2026 with a star-studded squad comprising AB de Villiers, JP Duminy, Imran Tahir, Wayne Parnell, and Richard Levi.
In tennis, the Game Changers Falcons franchise will participate in the World Tennis League in December 2026. The team features global and Indian tennis stars including former World No. 1 Daniil Medvedev, Nick Kyrgios, Rohan Bopanna, Sumit Nagal, and former World No. 3 Elina Svitolina. The franchise aims to bring elite international tennis closer to fans through a team-based competition format.
The fourth assignment covers Ayodhya Superkings in the UPPVL, with a roster that includes Amit Gulia, Muthusamy Appavu, Jasjodh Singh, Tanish Choudhary, and Shekhar Pundir.
As part of these engagements, Bien-être Consulting will act as the Strategic Branding and Sponsorship Partner, leading sponsorship acquisition, partnership development, brand outreach, and growth-focused initiatives for the respective sports properties.
Commenting on the development, Sheetal Kharka, Founder, Bien-être Consulting, said: “One of the biggest challenges brands face today is gaining meaningful access to marquee athletes. While many companies aspire to associate with global sporting icons, budget constraints often limit those opportunities. These properties create a unique middle ground, allowing brands to engage with internationally recognised athletes, passionate fan communities, and high-quality sporting platforms in a more strategic and cost-effective manner.”
“At Bien-être Consulting, we see tremendous potential in helping brands build authentic partnerships that deliver both visibility and measurable business outcomes.”
Each of the partnered properties is focused on long-term sports development alongside competition. The Korfball Premier League seeks to accelerate the sport’s growth through grassroots initiatives, structured talent pathways, and broader visibility. Game Changers continues to build a portfolio of premium sports intellectual properties across cricket, tennis, and emerging sports, combining elite competition with fan engagement and commercial opportunities.
Meanwhile, Ayodhya Superkings aims to contribute to the professional development of volleyball in India by strengthening the sport’s ecosystem and creating value for athletes, supporters, and brand partners.
The appointments come amid significant growth in India’s sports economy. According to WPP Media’s Sporting Nation 2025 report, the industry surpassed the $2 billion milestone for the first time, reaching ₹18,864 crore in 2025, a year-on-year increase of 13.4%. Growth has been fueled by rising sponsorship investments, media rights revenues, and athlete endorsements.
With sports consumption and brand participation continuing to increase across the country, the sector presents expanding opportunities for sports organizations, athletes, and marketers alike.
Read more: Dentsu Wins Air India’s Media Planning and Buying Mandate
