The Indian Premier League (IPL) still dominates sports advertising in India, but the market is becoming saturated. Brands are seeking alternatives, and pickleball is emerging as a viable option. The global pickleball market is projected to grow significantly. Pocket FM's partnership with the Indian Open 2026 reflects a shift towards context and cultural relevance. Vineet Singh, SVP at Pocket FM, says the partnership aims to engage with younger, digitally native audiences who value community. This strategy targets young urban consumers exploring new entertainment formats. Pickleball's popularity among young professionals aligns with Pocket FM's user base. Sports provide a cultural entry point for the platform. Pocket FM will use on-ground branding and integrations across the tournament's live streaming and social media. The media mix is anchored in digital and social platforms. Consumers are moving away from screens, preferring audio formats. Singh notes consumers are consuming audio while commuting, working out or doing chores. Brands are following suit. AI helps Pocket FM match content to users. AI also plays a role in marketing, enabling faster testing, and tailoring communication. Localization will be important. Audio will integrate with other cultural touchpoints. This signals experience-led storytelling.