NODWIN Gaming has launched NODWIN Sports, a new mainstream sports vertical aimed at building new-age sports properties, driving mass participation, and unlocking opportunities across the Global South sports ecosystem.

The vertical will apply NODWIN’s expertise in scaling high-engagement youth and entertainment IPs to mainstream sport – conceptualizing new-age competitions and fitness properties, building mass-participation lifestyle formats, and partnering with sports federations, governing bodies, rights holders, and brands. Its operations will span four core areas: original sports and mass-participation IPs, advisory work with governing bodies, strategic and commercial partnerships, and white-label execution and production support.

Leading the vertical is Gurbaksh Singh Virdi, a sports marketing veteran who most recently headed the sports marketing vertical at Adidas India across cricket, running, training, football, and motorsport, working with bodies like the BCCI and the Indian Olympic Association. His earlier stints include expanding Puma’s team sports portfolio and leading athlete IP development at Cornerstone, where he worked on Virat Kohli’s One8 brand and launched the agency’s esports division.

Virdi said the initiative aims to build sporting properties that reflect how younger audiences engage with sport – through competition, participation, and culture – while making the space more accessible and youth-connected. NODWIN co-founder Akshat Rathee added that Virdi’s blend of marketing experience and IP-building expertise made him the right fit to lead this expansion.

NODWIN Sports will draw on the company’s existing portfolio – including BGMI Masters Series, Comic Con India, and NH7 Weekender – to bring its community-building playbook into India’s evolving sports landscape.