How esports has become the focus of advertising and brand discussions

The Battlegrounds Mobile India Masters Series (BGMS), often called India’s “Super Bowl of Esports,” is back for its fourth season—and advertisers are flocking to the stage. Presented by NODWIN Gaming in partnership with JioStar, the tournament has secured OnePlus as Title Partner and Android as Co-Title Partner, while also roping in a high-powered slate of consumer-facing brands, from Swiggy and Bisleri to Red Bull, TVS Raider and Duolingo.

With a ₹1.5 crore prize pool, a new dual-structure format, and the addition of all-women teams, Season 4 promises to be more than just a sporting spectacle. For advertisers, it has become a cultural touchstone to connect with India’s young, hyper-digital demographic.

OnePlus strengthens its gaming bet

OnePlus, long associated with mobile esports in India, returns as Title Sponsor and Official Smartphone Partner of BGMS Season 4. The smartphone maker is doubling down on its association by extending the OnePlus Campus Dominate qualifiers, targeting college gamers across the country.

“We’re excited to extend our partnership with NODWIN Gaming for BGMS 2025 as the Title Sponsor and Official Smartphone Partner. With the flagship OnePlus 13 series and the fan-favorite Nord series driving the action, this collaboration reflects our shared vision of elevating mobile esports in India. Together with NODWIN, we’re committed to delivering fast and smooth, ultimate–performance gameplay that empowers every gamer—from rising talent to seasoned pros,” said Marcel Campos, Director of Product Strategy, OnePlus India.

In its second year as Co-Title Sponsor, Android is positioning itself as a driver of inclusivity in the esports ecosystem. The partnership highlights the brand’s continued investment in gaming communities, especially those powered by grassroots talent.

TVS Raider fuels the “Wicked Battles”

TVS Motor Company is back as Official Mobility Partner for a third straight year, with its popular TVS Raider Wicked Battles campaign feeding directly into BGCS, the amateur league supporting BGMS.

“At TVS Motor Company, we have keenly strived to build our rightful place in the world of the Gaming community. From initiatives like launching in metaverse (the first motorcycle in the world to do so) to being a long-term partner with NODWIN Gaming, we believe that BGMI Masters Series 4 will again be a celebration of skill and wicked excitement. TVS Raider the Wicked Ride returns as the partner. All the best to all participants and teams—have a wicked ride!” said Aniruddha Haldar, SVP (Marketing), TVS Motor Company.

Duolingo debuts with a Gen Z pitch

For the first time, Duolingo has stepped into the esports arena as the Official Learning Partner. Beyond visibility, the English learning platform is bringing a Gujarati-language broadcast feed, ensuring the tournament reaches new regional audiences.

“The BGMS is one of the most exciting sporting properties in India and hugely loved by Gen Z. As the Duolingo English Test grows and finds much admiration from the same audience in India, we are elated to partner with NODWIN Gaming for the first time and also bring alive the first-ever Gujarati language feed. Our mascot Duo will also make his presence felt across the tournament in his own distinct manner,” said Tara Kapur, India Market Lead, Duolingo English Test.

Swiggy delivers “off-screen fuel”

In its esports debut, Swiggy has boarded the tournament as Official Food Delivery Partner, offering a direct route to the hearts (and stomachs) of players and fans alike.

“At Swiggy, we cater to a wide range of users, including Gen Z who have a strong connection with BGMI. With over 200 million downloads and its status as a top esports preference, BGMI has transcended being just a game—it’s a vibrant hub for entertainment and socializing. Today, it is a powerful channel where Gen Z forges friendships and engages in real-time dialogue, often redefining traditional hangouts. Being part of BGMS Season 4, one of India’s most awaited esports tournaments, allows us to further engage with this dynamic community, while delivering favorite food quickly to players, talent, and crew alike,” said Supriya Shankar, VP & Business Head, Swiggy Scenes.

Red Bull and Bisleri round up the roster

Performance-driven Red Bull is back as an energizing partner, while Bisleri has joined as the Official Hydration Partner to keep teams at their sharpest. Both brands are tying themselves to the high-intensity, endurance-driven side of esports.

Adding to its appeal for advertisers, BGMS Season 4 is one of the rare esports’ tournaments to air live on national television. Matches are being broadcast on Star Sports Khel and JioHotstar daily from 5 PM to 8 PM until September 14, while the BGCS Challenger Series is streamed on NODWIN Gaming’s YouTube channel every afternoon.

NODWIN Gaming’s Co-Founder and Managing Director, Akshat Rathee, summed up the tournament’s evolving role: “BGMS has grown into the marquee esports tournament of India and is now a cultural movement that reflects the passion, energy, and limitless potential of our gaming community. Season 4 takes this vision further by championing inclusivity at every level, from campus qualifiers and grassroots challengers to professional athletes and all-women teams on national television. Our goal has always been to create a platform where every gamer, regardless of background, has a real path to greatness. Together with our partners, we are nurturing the next generation of talent, celebrating inclusivity, and crowning the very best in Indian esports.”