NODWIN Gaming Expands Into Mainstream Sports

NODWIN Gaming has launched NODWIN Sports, a new vertical that will build sports properties, drive participation, and create commercial opportunities throughout the Global South. Sports marketing executive, Gurbaksh Singh Virdi, has joined as vice president to lead the division.

The business will develop new-age sports and active fitness competitions, mass-participation lifestyle properties, and partnerships with federations, rights holders, governing bodies, and brands.

NODWIN Sports will focus on four key areas:

• Sports IPs: New-age sports and participation-led properties.
• Sports Advisory: Governing body engagement and advisory.
• Strategic Partnerships: Commercial and brand alliances.
• Execution: White-label operations and commercial execution.

Virdi Brings Cross-Sport Track Record to NODWIN

Virdi's career spans commercial partnerships, IP creation, athlete management, and multi-sport operations at U Sports, Puma, Red Bull, Cornerstone, and Adidas India. At Red Bull, he pioneered Red Bull Campus Cricket and worked with athletes across disciplines. At U Sports, he managed U Mumba in the Pro Kabaddi League, established U Dream Football with Tata Trusts in Germany alongside Borussia Dortmund and TSG Hoffenheim, and created the company's esports vertical.

He later expanded Puma's team sports portfolio and led athlete IP initiatives at Cornerstone, including work on Virat Kohli's One8 brand and its esports division.

At Adidas India, Virdi oversaw sports marketing across cricket, football, training, running, and motorsport, while working on collaborations involving the BCCI and Indian Olympic Association. A three-time 70.3 Ironman finisher, Virdi will develop properties combining competition, participation, content, entertainment, and youth culture.

NODWIN Sports Builds on Company’s Youth Entertainment Expertise

Co-founder and Managing Director of NODWIN Gaming, Akshat Rathee, said the new division will focus on creating sports properties that reflect the ways younger audiences connect with and take part in sport.

NODWIN Sports will apply the parent company's production, content, partnerships, and community capabilities from concept and commercial strategy through execution. Its existing youth portfolio includes Comic Con India, BGMI Masters Series (BGMS), NH7 Weekender, and VCSA, giving the company a base across gaming, lifestyle, music, and youth culture as it expands into the broader sports ecosystem.