Bengaluru, Nov. 13 -- Indian consumer companies are increasingly turning to emerging sports to boost engagement and cultural relevance. McDonald's India (West and South) tied up with the Indian Padel Academy earlier this week to support padel infrastructure, coaching and city leagues. On Thursday, a subsidiary of gaming company Nazara Technologies acquired the Mumbai franchise in the Indian Pickleball League.

Zomato parent Eternal Ltd is looking to add a feature to let users book courts and turfs for premium sports through its District vertical, months after rival Swiggy became a co-owner of the Mumbai team in the World Pickleball League, aligning itself with one of the fastest-growing recreational sports worldwide. In November, ITC Food...