A23
A23 sponsors 2 properties, mostly football, then kabaddi, hockey, tennis and more, and has 9 campaigns on record.
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Sponsorships
Season by season, then every row newest first with what our check found on its source.
Powered by · Event · 2024
The league name carried "powered by A23".
Shirt sponsor · Team · 2019
Front-of-shirt sponsor of FC Goa, 2019–2024.
Ambassadors
Talent named in A23's campaigns. Current means seen in a campaign since April 2025. From campaign credits, not contracts.
| Name | Status | First seen | Latest campaign |
|---|---|---|---|
| Vicky Kaushal | Current | 2 Jul 2025 | 2 Jul 2025 |
| Shah Rukh Khan | Past | 19 Oct 2022 | 17 Dec 2024 |
| Smriti Mandhana | Past | 26 Mar 2024 | 26 Mar 2024 |
| Rakul Preet Singh | Past | 22 Mar 2023 | 22 Mar 2023 |
| Ali Fazal | Past | 19 Feb 2021 | 19 Feb 2021 |
| Badshah | Past | 19 Feb 2021 | 19 Feb 2021 |
Campaigns
With the agency and talent where the trade press named them.
Integrated campaign · 2 Jul 2025 · Reported value Rs 28 crore
A23 signed Vicky Kaushal as brand ambassador and put him at the centre of the launch of its EPIC Poker Championship, an online series running 3 to 21 July 2025 with a guaranteed prize pool of Rs 28 crore across a Rs 5 crore Main Event, a Rs 2 crore Mini Main, a Rs 1 crore Highroller and a Rs 50 lakh Super Value event.
Talent: Vicky Kaushal.
Rebrand · 17 Dec 2024
Brand refresh for the 18-year-old platform with two Shah Rukh Khan films in which everyday wit wins the day, tying back to skill-based play; paired with leaderboards, tournaments and the 'Rummy Maha Mela'.
Talent: Shah Rukh Khan.
Purpose · 26 Mar 2024
Responsible-gaming film with Smriti Mandhana, shown flagging through a packed day until her coach tells her to rest, to push the app's daily limits, budgets and break reminders. A 35-second spot on TV, OTT, online video and social in seven languages.
Talent: Smriti Mandhana.
Launch · 22 Sep 2023
90-second film in which Shah Rukh Khan plays his way out of a tight spot using poker terms like raise and all-in, launching the A23 Poker app; released with the fourth edition of the 'Responsible Gaming' film on OTT and online video in Hindi.
Talent: Shah Rukh Khan.
Ad film · 22 Mar 2023
A run of films timed to the IPL season, fronted by Rakul Preet Singh with digital creator Niharika Naga Malneedi, pushing responsible gaming and personalised in-game controls across the A23 Rummy, A23 Fantasy and Cricket.com portfolio. The 'Chalo Saath Khelein' line ran on live cricket and in Hindi, Bengali, Marathi, Kannada, Malayalam and Gujarati.
Talent: Rakul Preet Singh, Niharika Naga Malneedi.
Show 4 more
Festive · 19 Oct 2022
Festive and T20 World Cup film in which fans ask Shah Rukh Khan to play rummy, carrom, pool and cricket with them, and he clarifies he meant online on the A23 app. Ran on social and digital in Hindi, Bengali, Marathi, Kannada, Malayalam and Gujarati.
Talent: Shah Rukh Khan.
Integrated campaign · 26 Aug 2022
A brand campaign arguing that everyday Indian street smarts — negotiating, reading people, backing yourself — are already poker skills, using real-life examples from different walks of life to tell viewers they are equipped to play. The stated aim was to move poker into mainstream youth culture.
Digital/social · 9 Jul 2022
Head Digital Works put former England seamer Darren Gough on Cricket.com's shows through India's 2022 tour of England, using an ex-player voice to build the platform's daily cricket content and reach subscribers in the subcontinent and abroad.
Talent: Darren Gough.
Integrated campaign · 19 Feb 2021
A brand campaign for the online poker room fronted by actor Ali Fazal and rapper Badshah, which went live on 18 February 2021.
Talent: Ali Fazal, Badshah.
Marketing leadership
As reported in the trade press, with the date and the article.
Against gaming & fantasy sports peers
Confirmed deals only. The full gaming & fantasy sports leaderboard.
| Brand | Properties | 2026 deals | Campaigns | Main passion point | Latest |
|---|---|---|---|---|---|
| A23 | 2 | 0 | 9 | Football | 2 Jul 2025 |
| Dream11 | 15 | 1 | 4 | Cricket | 2026 |
| DafaNews | 14 | 0 | 0 | Football | 2025 |
| Krafton India (BGMI) | 6 | 4 | 10 | Business, tech and industry | 26 Aug 2026 |
| PlayStation | 2 | 0 | 0 | Culture, arts and literature | 2025 |
Where peers sponsor and A23 doesn't
| Property | Peers on it |
|---|---|
| Comic Con India | Krafton India (BGMI), PlayStation |
| WAVES - World Audio Visual & Entertainment Summit | Dream11, Krafton India (BGMI) |
| Punjab Kings | Dream11 |
| Jaipur Pink Panthers | DafaNews |
| Patna Pirates | DafaNews |
| Antaragni | Krafton India (BGMI) |
| Bengal Warriorz | DafaNews |
| Tamil Thalaivas | DafaNews |
Questions people ask
What does A23 sponsor?
A23 has 2 confirmed sponsorship properties on record, mostly in football, then kabaddi, hockey, tennis and more, including Prime Volleyball League, FC Goa. The latest is dated 2 Jul 2025.
Who are A23's brand ambassadors in 2026?
Campaigns since April 2025 feature Vicky Kaushal. This comes from campaign credits in the trade press, not from endorsement contracts.
Know when A23 signs something new
One email when A23 or a gaming & fantasy sports rival signs a sponsorship, an ambassador or a campaign.
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