Times Prime has announced a strategic partnership with Sisters In Sweat (SIS), India's largest community dedicated to women's sports and wellness. The collaboration aims to launch a premium football tournament for mixed teams (Sisters & Misters) in the city of Mumbai.
The event is curated by Aeonic, a newly launched wellness membership package from Times Prime, marking one of the first initiatives of its kind to integrate a premium health brand directly into the realm of public sports. The tournament is scheduled for Saturday, July 25, 2026, and will take place at Wings Sports Centre in Bandra West. It targets both corporate and amateur athletes, supporting the overarching goal of making holistic well-being and active sports part of daily life.
Aeonic by Times Prime is a premium membership package designed for individuals who view health as a long-term investment rather than a one-time effort. It consolidates leaders from various categories—including fitness, nutrition tracking, mental clarity, diagnostics, and recovery—such as Cult.fit, Apollo, Roundglass, and MediBuddy, into a single subscription. This eliminates the complexity associated with managing health and wellness across multiple disparate service providers.
The collaboration with Sisters In Sweat, founded by professional footballer Tanvie Hans and elite fitness trainer Swetha Subbiah, is a natural extension of the Aeonic philosophy. SIS is known for its ability to reduce the dropout rate of women in sports after completing their education and offers a proven model for fostering sustainable, active habits within the community.
SIS and Aeonic will provide all registered athletes with premium fields, official footballs, team bibs, hydration stations, clean restrooms, selected snacks, gifts, and on-site parking. Teams must provide their own appropriate uniforms, personal water bottles, and any preferred snacks. Match rules and schedules will be sent to team captains closer to the event date.
Hashita Singh, Head of Business at Times Prime, noted that modern wellness requires consistency and community, not isolated efforts. She emphasized that Aeonic has successfully bundled health and lifestyle benefits into one experience, and the partnership with Sisters In Sweat extends this philosophy through sport. Swetha Subbiah, founder of SIS, expressed enthusiasm for the partnership with the Times Prime group to bring the Aeonic experience to the SIS community. She added that this football tournament will be an ideal blend of competitive activity for active community members and a demonstration of movement at a high level, with receiving the Aeonic package being a deserved reward for good play. She expressed hope for further collaboration with the Times Group in promoting sports, wellness, and well-being among women in India.
Leading wellness brands, including Healthy Binge, Worthy Cart, and Relow, have joined Aeonic and Sisters In Sweat to enhance the event experience by offering a carefully curated selection of gifts. Participants will also gain access to the specially designed Aeonic membership experience—a preview of a more integrated and holistic approach to health, fitness, and daily life. Registration and event information are available now; teams can secure their spots via the official events list in the Times Prime app. Further details can be found at www.timesaeonic.com.
In recent years, esports have evolved drastically, moving from small and restricted competitions to large events that fill stadiums and reach millions of views online. This growth does not depend only on the athletes, but also on a vast audience that follows the events without necessarily playing the games, which helps explain the 640.8 million views recorded in 2025 and demonstrates that esports transcend mere game mechanics.
There is a common misconception that it is essential to play to appreciate esports events. However, this is not true; it is analogous to a football fan watching the sport without practicing it. The broadcasts are designed to entertain, relying on commentators who explain everything in a didactic way and inject energy, turning matches into a spectacle.
Even for those who do not know the game, esports broadcasts function as entertainment. The main focus lies in the tension generated by decision-making under pressure. Crucial moments, where every choice can determine the outcome, are intense, especially when professional players compete for high prizes and recognition.
Following the changes in leadership during tournaments and the intense rivalries is captivating. Additionally, informal conversations from commentators, interviews, and behind-the-scenes reports enrich the narrative, making these chronicles more tangible and closer to the viewer. This happens regardless of detailed technical knowledge of the game; it is enough to perceive the impact of each instant, such as the cheers of the crowd, the reactions of the competitors, and the emotion conveyed by the narrators, highlighting the most emotional aspect of the sport.
Professional esports players are more than just competitors; they often act as influencers, noted for their style, tactics, or simply their charisma. They build emotional bonds with the audience by following their journeys, rooting for their comebacks, and celebrating their achievements.
For those who do not play, this aspect serves as an entry point. Seeing a young person turn a hobby into a successful career, or hearing them on podcasts discussing the pressure and stress, can be more interesting than analyzing strategies or rankings. Understanding these professionals is enough to follow the scene, even without mastering the game's details.
Esports have established themselves as true cinematic spectacles, characterized by vibrant lights, grandiose presentations, and high-quality broadcasts. Such elements initially attract the audience, while the energy and emotion capture viewers, including on social media and streaming platforms.
Esports championships are highly accessible, mainly through platforms like YouTube and Twitch. This allows anyone to watch every moment for free and live. Furthermore, short content, such as TikTok clips and Instagram reels, promotes the best moments and tells the stories behind the teams.
It is not necessary to watch the entire broadcast to have fun. Many competitions produce specific videos for each match, influencers create analyses and highlights, and the teams themselves share their behind-the-scenes, goals, and inspirations. Thus, there is a vast amount of material, including short formats, focused on both the sporting and human aspects.
In terms of viewership, esports registered 640.8 million views in 2025, a significant increase compared to 435.7 million in 2020, representing a 47% growth. Specifically, the League of Legends World Championship 2025 reached a peak of 6,752,585 concurrent views and a total of 136,433,724 hours watched.
In-person numbers are also notable. The Esports World Cup 2025, held in Saudi Arabia, exceeded the mark of 100 thousand tickets sold, as did the event held in Paris that year. Moreover, the BLAST Austin Major 2025 (Counter-Strike) sold 70 thousand tickets in just six hours, attracting audiences from all over the United States. Globally, ticket sales generated $450 million in revenue, corresponding to 14% of the total global esports market revenue.
Esports demonstrate continuous growth and impressive figures. A key factor for this is the ability to present events that are not only grand but also engaging and charming. This illustrates that, more than an imposing vertical structure, the organic nature and the momentum of passionate communities are what truly drive esports and its events.
Belgian rider Remco Evenepoel of the Red Bull - BORA - hansgrohe team celebrated his victory on the podium after winning Stage 16 of the 113th Tour de France. The Olympic champion delivered an impressive performance in the 26.1 km individual time trial on Tuesday.
Evenepoel managed to significantly reduce Tadej Pogačar's overall lead. The 26-year-old Belgian beat the reigning champion Pogačar, who finished second, by 28 seconds over the stage route along Lake Geneva. All other participants finished more than a minute behind.
Third place was taken by Dane Mathias Skjelmose, finishing with a margin of 1 minute and 04 seconds. This outstanding performance by the world and Olympic champion in the time trial, held on Belgium's national holiday, allowed Evenepoel to reduce Pogačar's overall advantage to 4 minutes and 32 seconds.
Evenepoel noted the special nature of the event, saying: 'It's amazing, it was a very good time trial, there were many people on the roadside.' He also emphasized the significance of the moment, mentioning that his family was present, and added that winning on a national day is particularly important because 'Belgium hasn't won on National Day for a long time, so I am proud to be one of them.'
This victory marks the second consecutive stage won by Evenepoel, following his triumph on the mountainous Stage 15 on Sunday. Overall, this is his fourth win in the Tour de France and his third in time trials. Furthermore, he increased the gap to third place, held by Isaac Del Toro, by more than two minutes.
However, the day proved difficult for Evenepoel's teammate from Red Bull-Bora Hansgrohe, Florian Lipovic. Two days after twice former winner Jonas Vingegaard withdrew from the race, holding second overall, the German Lipovic crashed heavily at a corner and was forced to leave the competition. Before the accident, he was in fifth place overall and set the fourth fastest time among the three intermediate checkpoints.
Minutes after the fall, Lipovic was transported by medical vehicle, holding his left arm. Evenepoel expressed sympathy for his teammate, stating: 'It's very unfortunate, it feels like a bitter pill to swallow with this victory, so I wish him all the best and hope everything is not too bad.'
It was reported that both Pogačar and Del Toro experienced excitement while passing the same corner where Lipovic fell, but they managed to stay upright.
From the start of the time trial, it was clear that Evenepoel was aiming for something special. When the top ten contenders started the race against the clock, Skjelmose set the fastest time, ahead of the others. Lipovic, Del Toro, and French teenager Paul Seix were only a few seconds behind at the three checkpoints.
But when Evenepoel passed the first checkpoint, it became clear that he was riding at a different pace. Only Pogačar could stay within reach, but he was seven seconds behind at the first checkpoint, while Skjelmose was 22 seconds behind. These gaps increased to 14 seconds and 56 seconds at the second checkpoint. It was on the climb of the course that Evenepoel managed to gain most of his time.
On the subsequent descent and flat section to the finish, he gained only eight seconds on Skjelmose, 10 seconds on Seix, and 13 seconds on Pogačar. Red Bull sporting director Klaas Lodewijk commented: 'I think it was a very good execution from start to finish; he had good control.' He also noted: 'It's mixed feelings. We are thrilled with Remco's victory, but Lipovic's loss is a serious blow to the team.'
The Lions team is facing a difficult task of balancing its squad within the Currie Cup tournament amid the upcoming visit of the All Blacks. Although attention is focused on the Currie Cup, four South African franchises are beginning to feel the pressure associated with the greatest rivalry in rugby (RGR).
The Bulls, Lions, Sharks, and Stormers have scheduled matches against the All Blacks next month. The Cape Town-based team will host the New Zealanders first on August 7th at the Cape Town Stadium. This will be followed by games against the Sharks and Bulls; the first match of the series is set for August 22nd, and the final tour match against the Lions is scheduled for the following Tuesday, after which the remaining three matches will take place.
The Stormers' match is just over two weeks away, and how the franchises balance their current obligations in the Currie Cup with their plans for the pre-season United Rugby Championship (URC) will be crucial for being able to play a respectable match against a strong opponent.
The young Currie Cup Lions team was actively preparing for its Day 2 match against the Pumas at Ellis Park on Saturday (starting at 15:00). Meanwhile, the URC squad is resting this week and will return next week to continue pre-season preparation.
In their opening tournament match, the Lions narrowly lost to the Free State Cheetahs with a score of 29-27, but this occurred with a relatively inexperienced 23-man squad. The squad included only players such as prop Morgan Naude and Conrad van Nieuwen, lock Ruan Delport, forwards Renzo du Plessis and Jarrod Cairns, halfback Sam Francis, winger Rabz Maxweyn, and centre Rinehardt Jonker.
In upcoming games, they will likely select mostly the same team, but there are already several players who can be used in the RGR match. On Tuesday, coach Mzwakhe Nkosi announced that they will continue to play with the current squad in the coming weeks, as player development is a key goal during this Cup campaign.
Nkosi stated: 'As we did in the last three Currie Cups, overall we will be playing with these guys.' He added: 'Part of the job here is introducing these guys to top-class rugby. We had many guys who performed excellently at the Under-23 level and deserve a chance. They are good enough to succeed.' He continued that they surrounded these players with several experienced athletes, such as du Plessis, Cairns, Maxweyn, Delport, and others like them, and hope that such an environment will yield a good result.
Nevertheless, Nkosi noted: 'Speaking of which, a large number of guys are training in the pre-season for the URC and RGR. Seeing the All Blacks, it won't be an easy game either. Dave (Rennie) is the new coach, so many guys will be trying to make an impression. This will be an important game for us, and we must try to field the best team the franchise can provide.'
It is understood that the Lions might be further strengthened for the RGR match due to the possible return of halfback Morne van den Berg and fullback Quan Horn. Both players are seeking game time—the former returns from a biceps injury, and the latter continues his preparation with the Springboks.
However, complicating the planning for the coming weeks is that the Lions will play against the Boland on August 14th, and then against the Sharks on Friday, August 21st. They will have two matches to potentially showcase more URC players, but they will also have to consider the very quick turnaround after the Durban game, which raises concerns about injuries.
Furthermore, both of these matches could determine their Currie Cup campaign, especially the fixture against the Sharks, so juggling priorities in the coming weeks will be a difficult task. Ultimately, they will have to choose between advancing in the Cup or achieving a respectable result against the second All Blacks team, which will still be formidable.
