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Media & Entertainment

Indian startups splash cash on sports, celebrity endorsements

Byju's, others splurge on ads to grab customers after record fundraising

Byju's, the world's most valuable online education startup, last month became an official sponsor of the 2022 FIFA World Cup to be held in Qatar in November. (Source photos by Yuki Kohara and AFP/Jiji) 

BENGALURU -- From sponsoring global sporting events to signing up celebrities for endorsements, Indian startups are spending at a scorching pace to grab eyeballs as the race to corner market share heats up after a year of record fundraising.

At stake are millions of internet users in India, and for some startups with global ambitions millions more in the U.S., Middle East and Southeast Asia, who are spoiled for choice among companies that competitively priced products and services.

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