Omnicom Media Group-owned global sports and entertainment agency Fuse is expanding into Asia by opening a new office in Mumbai, India, offering a full suite of services to support brands with their end-to-end partnership needs.
The business is being led by Jigar Rambhia (pictured middle), who was previously chief operating officer of sports consultancy Sporjo, where he is credited with driving growth for the business. Prior to that, he spent 16 years at Wavemaker and worked across agencies including TME (Rediffusion Y&R) and Madison Communications.
The new office officially launches with Shriram Finance and Uni League Cricket as clients and will have a particular focus on supporting brands with strategic planning and activation of effective sports partnerships.
While cricket continues to dominate the market, India’s sports landscape has been further bolstered by the popularity of sports like Kabaddi, football and badminton, and the country’s recent performance at the Olympics and Paralympics.
India’s sporting ecosystem is currently valued upwards of $1.8bn, and with continued tech innovation, the rise of streaming services redefining the viewing experience, and immersive experiences taking centre stage, growth is forecast to continue at pace.
As India evolves into a multi-sport nation, not only is it paving the way for emerging talent across various sports but it is also experiencing heightened brand interest and investment in sports marketing, OMG insists.
Most recently, Fuse launched in Spain, with Juli Ferre heading the business and in Brazil, led by Luiz Fiorese. Fuse’s current international clients include PepsiCo, Nissan and Philips.
OMG India group chief executive Kartik Sharma (pictured, left) said: “Sport and culture are increasingly seen to be significant growth drivers for brands and so we are excited to bring Fuse’s expertise into the market – it further underpins our commitment to create transformational experiences for our clients.”
Fuse global CEO Louise Johnson (pictured, right) added: “This marks yet another critical milestone for us, underscoring our commitment to driving growth for brands through the power of sports and entertainment.
“With Fuse’s specialist sports marketing expertise combined with Omnicom Media Group’s data and technology offering, we are exceptionally positioned to capitalise on the sports market in India.
“Through our extensive network and under the leadership of Jigar we can offer brands the chance to create memorable experiences for their audiences and integrate themselves into the heart of India’s sporting culture.”
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