StartupTalky

Tag: FanCode

  • Dream11’s FanCode to Exit Sports Merchandise Business in India by October 2025

    By October of this year, Dream11 parent company Dream Sports’ sports media startup FanCode plans to close its online sports retail store, FanCode Shop. According to a statement from FanCode, the startup chose to close its sports merchandise division in June and reallocate funds to its main content business.

    Reason Behind the Exit from Sports Merchandise

    A representative for FanCode stated that this will assist the company in concentrating on its areas of greatest growth and user value. All orders placed during that time will be fulfilled by FanCode Shop, which will remain open until October. ET was the first to report on the development.

    Challenges in India’s Sports Retail Market

    According to a report by ET, the merchandise industry is facing ongoing challenges with profitability and the unregulated spread of fake goods, both of which have very little room for expansion.

    FanCode Shop as a Revenue Stream

    The goal of FanCode Shop was to give FanCode, which provides live sports streaming, analysis, and commentary, another source of income. It was established in 2020 and, through alliances with IPL teams, the NBA, international cricket organisations, and top football clubs worldwide, provides official sportswear, fan gear, and memorabilia.

    Closure of Real Money Gaming Operations

    This comes shortly after Dream Sports closed its actual gaming operations after the Parliament passed the “Promotion and Regulation of Online Gaming Bill, 2025”. According to Dream11 CEO Harsh Jain, the startup’s 95% revenue vanished overnight as a result of the real money gaming ban.

    Shift to FanCode, Dream Money, DreamCricket, and DreamSetGo

    The startup will now concentrate on FanCode, the recently launched investment tech product Dream Money, the online game DreamCricket, and the sports hospitality brand DreamSetGo rather than contesting the bill in court.

    AI and Future Growth Strategy

    Additionally, Dream11 intends to reallocate its resources to AI-powered advancements in fan interactions, merchandise, sports content, and commerce.

    To increase its runway, the business will also reduce its investment in partnerships, marketing, and advertising. It also withdrew as the Indian cricket team’s primary sponsor as part of this. Nearly all Indian startups, including Zupee, Paytm, Games24x7, and others, have ceased their real money gambling businesses since the bill’s passage.

    Withdrawing as Indian Cricket Team Sponsor

    The company has also discontinued its jersey sponsorship of the Indian cricket team and is now concentrating on the development of businesses in sports AI, streaming, and creator-led audience engagement. FanCode is anticipated to play a significant role in this endeavour.

    FanCode has expanded as a digital sports destination since its 2019 inception, providing live match streaming, highlights, statistics, and tools for fantasy research. In addition to basketball, racing, and football properties, it has acquired the rights to a number of domestic and international cricket series.

    According to IMARC Group, the licensed sports products industry in India was estimated to be worth $1.1 billion in 2024 and is expected to grow to $1.5 billion by 2033.

    Quick
    Shots

    •Company shifting focus to core sports
    content business and higher-growth areas.

    •Launched in 2020, partnered with IPL
    teams, NBA, cricket boards & football clubs to sell official fan gear.

    •Struggled with profitability issues
    and fake goods market hurting licensed merchandise growth.

    •Follows Dream Sports’ closure of real
    money gaming operations after Online Gaming Bill, 2025.

  • With the help of FanCode Shop, Hardik Pandya Is Launching His Own Brand

    Hardik Pandya, an all-rounder, has launched a line of athletic apparel through an exclusive licencing agreement with FanCode Shop, the online goods store owned by Dream Sports. In a revenue-sharing collaboration, FanCode Shop will create, produce, and sell the products under the Hardik Pandya brand.

    Starting from INR 999 and going all the way up to INR 2299, the first collection features t-shirts, vests, polos, shorts, and jackets.

    Endorsements of Pandya

    Pandya will be breaking into licencing business with the launch of his brand identity and performance wear range, according to Rise Worldwide, a wholly owned subsidiary of Reliance Industries Limited. Up until now, Pandya has only done endorsement deals.

    Pandya earns between INR 2 and 3 crore (about $30,000) for each of the twenty products that he promotes at the moment.

    “We are aiming to establish an ecosystem through a long-term partnership with FanCode Shop,” the business said. By releasing his line of products, Pandya becomes Rise’s first athlete managed by the company.

    FanCode Shop has previously collaborated with team sports companies, according to FanCode co-founder Yannick Colaco, but this partnership with an athlete-owned sports business is a first.

    “For over a year, we collaborated with Hardik and Rise to develop the product. Currently, we have 26 performance wear goods available for purchase, and we will be releasing even more in the near future”, he said.

    Both MS Dhoni and Virat Kohli have already established their own labels: Seven by MS Dhoni for sportswear and One8 by Virat Kohli for lifestyle products. One8 by Kohli also has a partnership with Puma.

    SEVEN by MS Dhoni

    After its launch by Rhiti Group in 2016, SEVEN by MS Dhoni has solidified its position as the first domestic Indian global sportswear brand. With 309 multi-store stores spanning India and the United States, Canada, South Africa, and the United Kingdom, SEVEN by MS Dhoni is well-established in 45 countries, catering to the growing need for active lifestyle wear around the world.

    Not only does the brand have its own website, www.7.life, but it is also available on major online platforms such as Tata Cliq, Myntra, Amazon, Google, and Flipkart.

    In addition to the South African Wanderers Club and the American Cricket Academy and Club (ACAC), it is the official apparel partner of the Chennai Super Kings. As the sole cricketer in history to hold all ICC titles, MS Dhoni represents SEVEN on a worldwide scale.

    List of Brands Endorsed By MS Dhoni
    MS Dhoni is a well-known right hand Cricketer and former captain of the Indian cricket team. Here is the list of brands endorsed by MS Dhoni.
    StartupTalkyPV Vyshnavi

    One8 by Virat Kohli

    Athleisure, performance clothes, and footwear were the original offerings from Virat Kohli’s One8, a partnership that began in 2017 with the German sports lifestyle brand Puma.

    The company expanded out into other markets later on, offering formal shoes, retro bars, fragrances, and more. The majority of the endorsement arrangement, which is valued at around INR 12 to 14 crore per annum, is reportedly tied up in a fixed sum, according to media sources.

    Virat Kohli Investment | Startups funded and owned by Virat Kohli
    Virat Kohli, an Indian Cricketer is a fierce cricketer on the ground and a promising investor off it. Here are the startups funded by Virat Kohli and his investments.
    StartupTalkyPratyusha Srivastava