After more than two decades at the forefront of India’s and the global sports digital ecosystem, Sportz Interactive has announced its new corporate identity as SI, a streamlined brand that reflects its evolution from a digital solutions provider into a global enterprise partner.

The rebrand marks the company’s shift in response to an industry that increasingly demands seamless integration between world-class content and high-performance technology. Over the years, SI has matured alongside this transformation, moving from project-led services to long-term, platform-driven partnerships.

For over 24 years, SI has worked closely with some of the most influential organisations in Indian sport, partnering with bodies such as the BCCI and ICC, and supporting major leagues including the Indian Premier League, Pro Kabaddi League, Women’s Premier League, ILT20, and the ISL. The company currently works with seven out of ten IPL teams.

In parallel, SI has played a key role in building global sports brands in India, helping organisations such as the NBA and UFC deepen fan engagement through localisation, content, and platform-led strategies.

At the centre of this evolution is FanOS, described as the Fan Engagement Operating System for Sports Organisations. Built on long-term partnerships across federations, leagues, franchises, broadcasters, and media platforms, FanOS brings together SI’s capabilities across data, experiences, and activations into a modular ecosystem. The platform is designed to enable consistent and scalable fan engagement across platforms, seasons, and audience segments.

Developed on a Customisable Off-The-Shelf (COTS) model, FanOS aims to balance enterprise-grade reliability with the flexibility required to deliver premium, fan-first experiences.

The company said the transition reflects broader changes in the sports industry, where organisations are no longer experimenting with digital engagement but are managing millions of fans, capturing first-party data at scale, and linking engagement more closely to commercial outcomes. The move from Sportz Interactive to SI signals a shift from a solutions-led services partner to a structured, enterprise-grade engagement partner.

As part of its new identity, SI is also focusing on widening access to advanced digital tools across the sporting ecosystem. While continuing to work with tier-1 global organisations, the company said it is strengthening its commitment to tier-2 and tier-3 entities, including emerging leagues, state associations, and niche sports bodies.

The rebrand and launch of FanOS underline SI’s long-term strategy to make enterprise-grade fan engagement technology more accessible, supporting the next phase of digital growth in Indian and global sport.

Siddharth Raman, CEO, SI, said, “Built on our 24-year legacy in India, FanOS introduces a vertical stack of productized offerings designed to help leagues, federations, franchises, and brands 'win off the field' through an always-on digital strategy. By combining enterprise-grade infrastructure with tech-enabled content creation, we solve for the unique seasonality of the Indian market, ensuring fans stay engaged 365 days a year. This is our stake in the ground to professionalise the ecosystem as we collectively build toward India’s Olympic and global sporting aspirations."