Leading global sport and entertainment agency FUSE, part of Omnicom Media Group (OMG), has now expanded to India by opening its first office in Mumbai, closely after expanding to markets like Spain and Brazil.
Led by Jigar Rambhia, who was previously associated with Sporjo as Chief Operating Officer, OMG plans to capitalise on the burgeoning potential for sports marketing in India via FUSE and will be offering a full suite of services with a particular focus on strategic planning and activation of effective sports partnerships to support brands with their end-to-end partnership needs in the space.
Before spearheading the sports industry consultancy- SPORJO, Rambhia had spent 16 years at Wavemaker and worked across agencies including TME (Rediffusion Y&R) and Madison Communications.
That being said, as FUSE launches in India, the agency has already onboarded Shriram Finance and Uni League Cricket as its first clients. Globally, the agency also works with top advertisers such as PepsiCo, Nissan and Philips.
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.
Currently valued upwards of USD 1.8 Billion, India’s sporting ecosystem with continued tech innovation, the rise of OTTs redefining the viewing experience, and immersive experiences taking centre stage, is expected to continue its growth at a rapid pace, with India evolving into a multi-sport nation, paving the way for emerging talent across various sports as well as heighten brand interest and investment in sports marketing.
Commenting on India office launch, Louise Johnson, Global CEO, FUSE, said, “FUSE’s expansion and launch in India 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,” he added.
To this, Kartik Sharma, Group CEO, Omnicom Media Group India, added, “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.”
Echoing similar sentiments, Rambhia also mentioned, “The momentum in sports in India is at an exciting juncture and we’re fully equipped to capitalise on this to drive effective partnerships for brands. Sport has increasingly become a vital part of India’s cultural fabric, and with FUSE, we are strategically positioned to help brands harness the power of this medium to drive deeper connections with audiences across the market.”
