NODWIN Gaming launches NODWIN Sports, appoints Gurbaksh Singh Virdi to lead

New mainstream sports vertical targets sport-esports crossover IP and partnerships, with India as the launch market.

NODWIN Gaming has launched a new mainstream sports division, NODWIN Sports, and appointed sports marketing executive Gurbaksh Singh Virdi as Vice President to lead the vertical. The company announced the move on 15 September, 2026 in New Delhi.

According to NODWIN, the new division will focus on developing “new-age” sports properties at the convergence of sport, esports and youth culture, positioning India as a launchpad for opportunities across the Global South. NODWIN Sports will operate across four areas: new-age sports and mass-participation IPs; sports advisory and governing body engagement; strategic partnerships and commercial alliances; and white-label execution and operations.

Virdi joins NODWIN after roles spanning Red Bull, U Sports, Puma, Cornerstone and Adidas India. The company said his experience covers athlete management, intellectual property creation, commercial partnerships and multi-sport operations, including work tied to properties and partnerships such as the Pro Kabaddi League, Bundesliga club-linked programs via U Dream Football, and sports marketing activity across cricket, running, training, football and motorsport.

Gurbaksh Singh Virdi, Vice President, NODWIN Sports, said: “India’s sports landscape is entering an important phase of evolution, shaped by a new generation of audiences who are experiencing sport across competition, participation, entertainment, content and culture. Having worked across federations, athlete development, brand partnerships and sporting properties, I have seen first-hand how each of these touchpoints can play a role in shaping the way people connect with sport. NODWIN Sports gives us an opportunity to bring these perspectives together and build properties that are relevant to how the next generation wants to experience sport. The ambition is not only to create new opportunities for participation, but to help build the culture around sport for the next decade, one that is more accessible, engaging, contemporary and connected to youth culture. I’m excited to work with federations, rights holders, athletes, brands and communities to create sporting properties and ecosystems that can have lasting relevance.”

Akshat Rathee, Co-Founder and Managing Director, NODWIN Gaming, said: “Sport has always had the ability to bring people together at scale, and the way audiences experience sport is changing rapidly. We see an opportunity to build properties that reflect how younger audiences participate, compete, follow and engage with sport today. NODWIN Sports gives us a dedicated platform to work with sporting institutions, athletes, brands and partners to build those opportunities. Gurbaksh brings a rare combination of sports marketing experience, IP-building expertise and an understanding of how to build ecosystems around audiences, and we’re excited to have him lead this next chapter for NODWIN.”