Bien-être Consulting has secured mandates from four sports properties spanning cricket, tennis, volleyball and korfball, expanding its presence in India’s growing sports business ecosystem
The firm has been appointed Strategic Branding and Sponsorship Partner for the Korfball Premier League (KPL), owned by Sportybharat; Game Changers South Africa Champions (GCSAC), the defending champions of the World Championship of Legends; Game Changers Falcons (GCF), a franchise in the World Tennis League; and Ayodhya Superkings (ASK), a team in the Uttar Pradesh Pro Volleyball League.
Under the mandates, Bien-être Consulting will lead sponsorship development, brand outreach, strategic partnerships and growth initiatives for all four properties.
The engagements come ahead of a packed sporting calendar in the second half of 2026. The inaugural Korfball Premier League is scheduled for September, while the World Championship of Legends will return in October with Game Changers South Africa Champions looking to defend their title. The World Tennis League is slated for December, with Game Changers Falcons featuring stars including Daniil Medvedev, Nick Kyrgios, Rohan Bopanna, Sumit Nagal and Elina Svitolina.
Meanwhile, Ayodhya Superkings will compete in the Uttar Pradesh Pro Volleyball League as part of efforts to strengthen the sport’s professional ecosystem and create new opportunities for athletes, fans and commercial partners.
The partnerships reflect growing interest from brands and investors in both established and emerging sports properties, as leagues increasingly look to build sustainable commercial models through sponsorship, fan engagement and long-term brand development.
Commenting on the partnership, 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,” she said.
“At Bien-être Consulting, we see tremendous potential in helping brands build authentic partnerships that deliver both visibility and measurable business outcomes,” she added.
