Sportz Interactive has announced a new corporate identity as SI, reflecting the company’s evolution over more than two decades within India’s and the global sports digital ecosystem. The rebranding signals a shift from being primarily a digital solutions provider to operating as an enterprise partner, aligned with an industry that increasingly requires closer integration between content and technology.
For over 24 years, SI has worked with Indian sports organisations including the BCCI and ICC, and has supported leagues such as the Indian Premier League, where it has worked with seven out of ten teams, the Pro Kabaddi League, Women’s Premier League, ILT20 and the Indian Super League. Alongside this, SI has supported global sports brands including the NBA and UFC in building fan engagement in India through localisation, content development and platform-led initiatives.
Central to this transition is FanOS, described as a fan engagement operating system for sports organisations. FanOS brings together SI’s capabilities across data, experiences and activations into a modular framework designed to support fan engagement across platforms, seasons and audience segments. Built on a customisable off-the-shelf model, FanOS is positioned to offer scalability while allowing flexibility for different organisational requirements.
As the sports industry has matured, digital engagement has moved from experimentation to large-scale operations involving first-party data, multi-platform presence and direct links between engagement and commercial outcomes. The shift from Sportz Interactive to SI reflects this change, with the company repositioning itself as a structured, enterprise-grade fan engagement partner rather than a services-led solutions provider.
As part of this evolution, SI has indicated a focus on expanding access to its digital tools beyond tier-one organisations. While continuing to work with large global leagues and federations, the company has stated that it intends to support tier-two and tier-three entities, including emerging leagues, state associations and niche sports, where access to enterprise-level technology has traditionally been limited.
“Built on our 24-year legacy in India, FanOS introduces a vertical stack of productized offerings designed to help leagues, federations, franchises, and brands ‘win off the field’ through an always-on digital strategy. By combining enterprise-grade infrastructure with tech-enabled content creation, we solve for the unique seasonality of the Indian market, ensuring fans stay engaged 365 days a year. This is our stake in the ground to professionalize the ecosystem as we collectively build toward India’s Olympic and global sporting aspirations.” – Siddharth Raman, CEO at SI
