The Times of India Group and Nimbus Communications have signed a deal, according to which Times Group will own a small stake in Nimbus as well as Neo Sports (its associate company). In return, Times Group will advertise regarding the sports and broadcasting business through their media vehicles which reaches extensively to premium Indian audiences.

Akash Khurana, V-C, Nimbus, said, “This alliance provides an opportunity for drawing on strengths and synergies between the organizations. Our businesses are at inflection points and this deal will help us strengthen and accelerate growth in market shares and revenues of our businesses.”

Ravi Dhariwal, Chief executive officer, Times Group spoke further on the deal, “We can contribute strongly to Nimbus’ and Neo Sports’ growth through our leadership position and our strong reach across media platforms in multiple markets. Their leadership position in sports rights, production and sports broadcasting is well known and we hope to enhance the momentum of their growth story.”

Through the deal, Nimbus Communications plans to utilize Times media vehicles to promote events, like the upcoming Asia Tour Golf, US PGA Tour Golf and Seria A Football.

Harbhajan Singh, the Indian off spinner has been signed as the brand ambassador by Neo Sports. He will promote his favorite sport on Neo Cricket. Singh will be part of all the media activities and promotions including events, on-ground activities and special presence in on-air shows of the channel.

Harbhajan Singh, said, “It is a privilege to be associated with Neo Cricket as their brand ambassador. We share a common passion which is cricket. The channel is bringing cricket to the homes of every Indian cricket fan. I am glad to be the medium of reaching out to the cricket crazy fans of India to promote the cricketing season on Neo Cricket.”

Harbhajan surely seems to be hooked with cricket..