NODWIN Gaming has launched NODWIN Sports, a new mainstream sports division focused on creating new-age sporting properties and connecting sports with esports and youth culture.

According to a NODWIN Gaming press release from New Delhi today, the new division will work on sports and fitness competitions, mass-participation events and lifestyle properties. It will also partner with sports federations, governing bodies, rights holders and brands to create new opportunities for audience engagement and commercial growth.

NODWIN Sports will focus on four key areas: creating new sports and mass-participation properties, sports advisory and engagement with governing bodies, strategic partnerships and commercial alliances, and end-to-end execution and operations for sports properties.

Gurbaksh Singh Virdi has been appointed as Vice President, NODWIN Sports, and will lead the new division. He brings experience in sports marketing, athlete management, sports properties and commercial partnerships. Virdi has previously worked with Red Bull, U Sports, Puma, Cornerstone and Adidas India.

At Red Bull, Virdi worked on initiatives including Red Bull Campus Cricket and managed athletes across different sports. At U Sports, he led operations for U Mumba in the Pro Kabaddi League and helped establish the U Dream Football programme with Tata Trusts in Germany, in partnership with Bundesliga clubs. He also established the esports vertical at U Sports.

Virdi later worked with Puma and Cornerstone, where he was involved in team sports, athlete-led properties and esports. Most recently, at Adidas India, he led sports marketing across cricket, running, training, football and motorsport, while working on partnerships with organisations including the BCCI and the Indian Olympic Association.

NODWIN Sports will use NODWIN Gaming’s expertise in content, production, partnerships and community engagement. The division will also draw on the company’s experience with youth-focused properties such as BGMI Masters Series (BGMS), Comic Con India, NH7 Weekender and VCSA.

The new division aims to create sporting properties that combine participation, entertainment, content and commercial partnerships. It will also help NODWIN Gaming expand its presence in India’s sports ecosystem and explore opportunities across the Global South.