MUMBAI: Premier Badminton League (PBL) has assigned its digital mandate to Columbus India, the digital agency from Dentsu Aegis Network.

Managed by Sportzlive, it is India’s highest prize money tournament in the world of badminton leagues. The league goes live this season from 23 December 2017 till 14 Jan 2018.

Sportzlive founder Prasad Mangipudi says, “This relationship will help Sportzlive & PBL to get media engagement services from Columbus’ unique ‘Media Engagement Framework’, enabling the event to reach millions of digital audiences in India & abroad.”

Sportzlive managing director Atul Pande adds, “Digital is going to be a focus area of our marketing spends as our viewers are majorly online enabling us to build a larger sporting community across all sporting events managed by SportzLive.”

Columbus India CEO Anurag Gupta mentions, “Columbus’ unique digital media services framework will allow real-time reporting on not just engagement but also on the buzz to help Sportzlive communicate with its audience in real time, this will be our second sports media engagement account after successfully working with Sportzlive for #CueSlam earlier this year.”