NEB Sports Entertainment

What NEB Sports Entertainment does

NEB Sports Entertainment Private Limited is a Bangalore-headquartered event management company (founded 2007) that organizes marathon, half-marathon, ultra-running, stadium-run, triathlon and cycling events across India, operating in 11+ states (Karnataka, Maharashtra, Telangana, Kerala, Delhi, Tamil Nadu, West Bengal, Bihar and others) with at least 15 events on its 2026 calendar. Its event portfolio spans community 5K fun runs to elite international competitions, including the IAU 100K and 50K World Championships hosted in India (Bengaluru 2024, New Delhi 2026), the Wipro Bengaluru Marathon (13th edition), UST Trivandrum Marathon (third edition, 15,000+ projected participants), the Mumbai Half Marathon, Pune Marathon, Hyderabad Hitec Marathon, Udupi Triathlon 113, Kodagu Monsoon Half Marathon, Kaveri Trail Marathon, Bengaluru and New Delhi Stadium Runs, L'etape Mysuru (Tour de France licensed), and the Karnataka State Police Run.

The company's technology backbone is the proprietary MySamay platform (mysamay.in and mobile apps), which handles participant registration, chip-based race timing, results management, virtual running events and community engagement. NEB Sports also owns the Enerjiva endurance supplement sub-brand and fields the Enerjiva Performance Team, a science-backed ultra-running squad with dedicated coaching and sports-science support.

Revenue is generated through a hybrid model: participant registration fees (₹150–₹6,000 per event depending on tier and category, plus GST), corporate title and segment sponsorships (Wipro, UST, Cognizant, PUMA India, SBI, Puravankara, ASICS, Fast&Up, Volini, Zandu), sportswear and sports-nutrition partnerships (PUMA India as multi-year official sportswear partner; Enerjiva as own-brand), bundling of accommodation and travel via runcation packages (₹7,500–₹8,200 per person), and ancillary services such as NGO fundraising platforms and priority bulk/group registration via inside-sales outreach. Customer mix is B2C mass participation (general public, competitive ultra runners, triathletes, run clubs) combined with B2B sponsorship and government partnerships (Karnataka State Police, state tourism boards). The company is privately held, founder-led (CMD Nagaraj Adiga, COO Cauvery Adiga), and operates with 11–50 employees from its St. Marks Road, Bangalore headquarters.

Name

NEB Sports Entertainment

Legal name

NEB Sports Entertainment Private Limited

Website

https://nebsports.in

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

NEB Sports Entertainment is a Bangalore-based privately held event management company that organizes 15+ marathon, ultra-running, triathlon and cycling events across India, serving individual runners, corporate sponsors (Wipro, UST, Cognizant, PUMA India) and federations (IAU, WMA), via its MySamay digital registration platform and Enerjiva supplement sub-brand.

Ownership category

akta.pro rank

Product category

Sports Event Management

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

akta.pro secondary industries

Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA), Trail Running & Ultra-Endurance Events (Trail Races, Ultras) (MPAKAIAD), Virtual & Hybrid Participation Events (App-Based, Remote/Hybrid Races) (MPAKAIAH), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)

Keywords

• Sports event management
• Marathon event organization
• Endurance race services
• Running event registration
• Race timing platform

Headquarters

HQ city

Bangalore

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Supply Chain

Revenue model

1. Event Registration Fees: Participants pay registration fees ranging from ₹150 to ₹6,000 depending on event type and category (5K, 10K, Half Marathon, Full Marathon, Ultra, Triathlon). Fees typically include bib, timing chip, t-shirt, finisher medal, and breakfast.
2. Corporate Sponsorship: Companies sponsor specific marathon events (e.g., UST Trivandrum Marathon, Wipro Bengaluru Marathon, Cognizant New Delhi Marathon) and receive branding, marketing, and association with the running community.
3. Official Sportswear Partnership: Multi-year partnerships with sportswear brands (PUMA India) as official partner for major marathons, providing exclusive retail and brand presence rights.
4. Enerjiva Endurance Supplements: Own endurance supplement brand (Enerjiva) including electrolytes, gels, and fueling products used by athletes and sold to participants.
5. NGO Platform Services: Events serve as fundraising platforms for local NGOs, providing visibility and fundraising opportunities while generating goodwill and community engagement.
6. Runcation Packages: Accommodation and travel packages bundled with event participation, such as the Kodagu Monsoon Runcation package (₹7,500-8,200 per person) including stay, transport, meals, and local sightseeing.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

NEB Sports Entertainment organizes and manages running, marathon, ultramarathon, triathlon, and stadium-run events across India. It runs its own branded event series (Bengaluru 10K, Bangalore Ultra, Bengaluru Stadium Run, Udupi Triathlon, Kodagu Monsoon Half Marathon) while also acting as execution partner for corporate-sponsored marathons (UST Trivandrum, Wipro Bengaluru, Cognizant New Delhi). The MySamay digital platform handles participant registration, timing, and virtual running engagement, and the Enerjiva sub-brand sells endurance supplements.

Product overview

NEB Sports Entertainment operates as a comprehensive sports events management company offering a portfolio of running and endurance events across India. The core offering consists of proprietary event series including city marathons (Bengaluru 10K, Pune Marathon, Mumbai Half Marathon), ultra runs (Bangalore Ultra, IAU World Championships), stadium runs (Bengaluru Stadium Run, New Delhi Stadium Run), triathlons (Udupi 113), and specialty events (Kodagu Monsoon Half Marathon, UST Trivandrum Marathon). The company also operates the MySamay digital platform for event registration, timing, and virtual running engagement, and maintains an endurance supplement sub-brand called Enerjiva. The event portfolio includes distances ranging from 5K fun runs to 100K ultramarathons, and features both mass participation road races and stadium-based ultra events.

Differentiator

Problem solved

Functional benefit

Brands

• Enerjiva: NEB's endurance supplement brand used for fueling strategies in ultra-running events and the Enerjiva Performance Team initiative.

Products and services

• Bengaluru 10K Challenge Annual 10K and 5K Fun Run event in Bengaluru organized by NEB Sports as part of its city running series, targeted at general public runners seeking a measured road race experience.
• Bangalore Ultra Multi-distance ultra running event in Bangalore organized by NEB Sports, serving competitive amateur ultra runners with distances from 12.5K through 50K.
• Pune Marathon City marathon event held at AFMC Pune featuring Full Marathon, Half Marathon, 10K, and 5K distances, organized by NEB Sports for mass-participation road runners.
• Mumbai Half Marathon Half marathon and timed running event at Jio World Garden, Mumbai, organized by NEB Sports with PUMA India as official sportswear partner.
• Kodagu Monsoon Half Marathon Destination half marathon event through the misty hills and coffee estates of Coorg (Kodagu), Karnataka, offering 21.1K, 10K, and 5K categories, bundled with the Kodagu Monsoon Runcation package.
• Wipro Bengaluru Marathon Premier Bengaluru city marathon held at Sree Kanteerava Stadium and organized by NEB Sports with Wipro as title sponsor and PUMA India as official sportswear partner.
• L'etape Mysuru by Tour de France Premium cycling and running event in Mysuru, operated under the L'etape series license from Tour de France, organized by NEB Sports across multiple distances.
• Udupi Triathlon 113 Triathlon event at Kaup Beach, Udupi, featuring Sprint (750M swim/20K cycle/5K run), Olympic (1.5K/40K/10K), and 113 (1.9K/90K/21.1K) distances organized by NEB Sports.
• Hyderabad Hitec Marathon Hyderabad city marathon organized by NEB Sports at Gachibowli Stadium featuring Full Marathon, Half Marathon, 10K, and 5K distances.
• UST Trivandrum Marathon Kerala city marathon held at UST Campus, Trivandrum, executed by NEB Sports with UST as title sponsor; 3rd edition expecting 15,000+ participants across four categories.
• Kaveri Trail Marathon Trail running event near Ranganthittu Bird Sanctuary, Srirangapatna, organized by NEB Sports across multiple trail distances.
• Udupi Full Marathon Full marathon event at Mahatma Gandhi District Stadium, Udupi, organized by NEB Sports across multiple road race distances.
• Bengaluru Stadium Run Proprietary stadium-based ultra running event at Sree Kanteerava Stadium, Bengaluru, offering 24-hour, 12-hour, 100K individual, and team relay formats with precisely measured 400-430 meter laps and mandatory medical check-ups.
• New Delhi Stadium Run Stadium-based ultra running event in Delhi offering 24-hour, 12-hour, 100K individual, and team relay formats, organized by NEB Sports with Zandu Fast Relief as Relief Partner.
• IAU World 100K Championships IAU-sanctioned international 100km ultramarathon championship hosted in India by NEB Sports in collaboration with World Masters Athletics and Athletics Federation of India.
• IAU World 50K Championships IAU-sanctioned international 50km ultramarathon championship held at JLN Stadium, New Delhi, organized by NEB Sports in collaboration with IAU and World Masters Athletics.
• Puravankara 10K Run Corporate 10K running event organized by NEB Sports for Puravankara to celebrate the company's 50-year Golden Jubilee, featuring 10K, Fun 5K, 5K Team Relay, and 3K categories.
• Karnataka State Police Run Government awareness run organized by NEB Sports with Karnataka State Police featuring 10K and 5K Timed categories to promote a drug-free society, with SBI as title sponsor.
• MySamay Proprietary digital registration, race timing, virtual running, and community engagement platform that powers participant sign-ups, results tracking, and virtual running events across NEB Sports properties and partner events.
• Enerjiva Endurance Supplements Own-brand endurance nutrition line including electrolytes, gels, and fueling products used by ultra runners on the Enerjiva Performance Team and sold to participants across NEB Sports events.

Quantifiable outcome

• Over 15,000 participants expected at UST Trivandrum Marathon 2026
• +4 more outcomes

Named customers13 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

25 partnerships are on record, tiered core, major and minor.

• USTcoreStrategic or Co-development PartnerUST, a digital transformation solutions company, organizes the UST Trivandrum Marathon with NEB Sports as execution partner. The partnership has run three editions (2024, 2025, 2026) with the 3rd edition expecting 15,000+ participants. The event promotes fitness and healthy lifestyle while commemorating UST's milestones.
• PUMA IndiacoreGTM or Marketing PartnerMulti-year official sportswear partnership covering Mumbai Half Marathon and Wipro Bengaluru Marathon. PUMA provides exclusive retail presence, brand visibility, and athletic apparel supply for participants and staff.
• WiprocoreGTM or Marketing PartnerWipro sponsors the Wipro Bengaluru Marathon (13th edition, Sep 2026) - one of India's premier city marathons. NEB Sports organizes the event with Wipro branding.
• CognizantcoreGTM or Marketing PartnerCognizant became title sponsor for the New Delhi Marathon (11th edition, Feb 2026), reaffirming its status as one of South Asia's most anticipated long-distance running events.
• SBI (State Bank of India)majorGTM or Marketing PartnerSBI partnered with Karnataka State Police Run 2026 as sponsor. The event promotes fitness among citizens while raising awareness about a drug-free society.
• IAU (International Association of Ultrarunners)coreStrategic or Co-development PartnerNEB Sports organizes IAU & WMA World Championships in India - including 100K Championships (Dec 2024, Bengaluru) and 50K Championships (Mar 2026, New Delhi). These are prestigious global ultramarathon events.
• World Masters Athletics (WMA)coreStrategic or Co-development PartnerWMA collaboration for World Championships events (100K and 50K) in India, enabling masters athletes (veteran age categories) to compete at international level.
• MySamaycoreTechnology or IntegrationMySamay serves as App Partner providing digital fitness tracking, virtual running events, and registration platform integration across all NEB Sports events.
• ASICSminorGTM or Marketing PartnerASICS is listed as a partner brand for running events, providing athletic footwear and gear association.
• Fast&UpminorGTM or Marketing PartnerFast&Up serves as Hydration Partner for Karnataka State Police Run and other events, providing electrolyte and hydration products.
• VoliniminorGTM or Marketing PartnerVolini provides Recovery Partner services for events, offering topical pain relief products for runners.
• Zandu (Emami)minorGTM or Marketing PartnerZandu Fast Relief serves as Relief Partner for Delhi Stadium Run and Bengaluru Stadium Run, providing pain relief products.
• Bangalore Baptist HospitalminorGTM or Marketing PartnerBBH serves as Medical Partner for Karnataka State Police Run, providing medical support and emergency services during events.
• Karnataka TourismminorGTM or Marketing PartnerKarnataka Tourism partners with NEB Sports events in Karnataka, promoting the state as a destination for running tourism.
• Delhi TourismminorGTM or Marketing PartnerDelhi Tourism partners with New Delhi Marathon and Delhi Stadium Run, promoting tourism and fitness culture in the capital.
• Maharashtra TourismminorGTM or Marketing PartnerMaharashtra Tourism partners with events in Maharashtra (Mumbai Half Marathon), promoting the state's tourism offerings.
• Bihar TourismminorGTM or Marketing PartnerBihar Tourism partners with events in Bihar region, promoting the state as a destination.
• ManthanminorGTM or Marketing PartnerManthan serves as Venue Partner for Udupi Triathlon 113, providing venue facilities at Kaup Beach, Udupi.
• KALS (Karumbiah's Academy for Learning and Sport)minorGTM or Marketing PartnerKALS serves as venue partner and start/finish location for Kodagu Monsoon Half Marathon.
• ASF (Ashwini's Sports Foundation)minorGTM or Marketing PartnerASF (Ashwini's Sports Foundation) provides venue facilities at Virajpet-Mysore Rd, Gonikoppa for Kodagu Monsoon Half Marathon.
• AFMC (Armed Forces Medical College)minorGTM or Marketing PartnerAFMC Pune provides venue facilities (Solapur road, near race course) for Pune Marathon.
• Indian AthleticsminorStrategic or Co-development PartnerIndian Athletics (Athletics Federation of India) collaborates with NEB Sports for IAU World Championships, providing official athletics federation support.
• Bhag (Run Club)minorGTM or Marketing PartnerBhag is a Gen Z focused run club (300+ runners per session) that partners with NEB Sports events, bringing mass youth participation.
• EnerjivacoreOEM/ Whitelabel/ Licensing PartnerEnerjiva is NEB Sports' own endurance supplement brand (electrolytes, gels, fueling products). Used by Enerjiva Performance Team and sold to event participants.
• Enerjiva Performance TeamcoreStrategic or Co-development PartnerScience-backed ultra running team with coach Santosh Padmanabhan and sports scientist Abhishek Jagan, focused on developing Indian athletes for world championships.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tough Mudder: Operator of mass participation obstacle and endurance events globally. Comparable to NEB's Bangalore Ultra and Bengaluru/Delhi Stadium Run formats in scaling paid, repeat-participation endurance experiences with strong sponsor ecosystems.
• Spartan Race: Global mass participation obstacle, trail, and ultra event series. Comparable to NEB's Bangalore Ultra and Kaveri Trail Marathon in distance-based tiered event architecture and registration-driven revenue.
• Ironman Group: Global operator of mass participation triathlon and endurance events (Ironman, Ironman 70.3, 5150). Directly comparable to NEB's Udupi 113 Triathlon across swim/bike/run formats, athlete fee structures, and sponsorship economics.
• Procam International: India's largest mass participation running event organizer, operating the Tata Mumbai Marathon, Airtel Delhi Half Marathon, TCS World 10K Bengaluru, and the Kolkata Marathon. Most directly comparable competitor in the same metro markets (Bengaluru, Mumbai, Delhi) and the same corporate-sponsored marathon model.

Broad incumbents

• World Athletics: Global governing body for athletics that sanctions and awards elite road race labels and world championships. Directly comparable to NEB through its sanctioning authority over the IAU 50K and 100K World Championships organized in India.
• World Marathon Majors: Benchmark coalition of the six largest city marathons globally. Relevant peer to NEB's Wipro Bengaluru Marathon and UST Trivandrum Marathon for sponsorship pricing, elite athlete participation, and international championship positioning.
• Amaury Sport Organisation (A.S.O.): Owner of the Tour de France and the L'etape mass participation cycling/running series. Directly comparable through its licensing partnership with NEB for L'etape Mysuru by Tour de France — relevant for branded-event licensing economics.

Others

• Decathlon: Global sporting goods retailer that also operates in-store and community running events (e.g., Decathlon Run). Adjacent to NEB as a participant-funnel and sportswear ecosystem peer with overlapping athlete demographic and sponsorship potential.

Regional players

• The Great Run Company: UK-based organizer of mass participation runs including the Great North Run, world's largest half marathon. Comparable to NEB's portfolio in scaled mass-participation event production, charity integrations, and city road-closure execution.
• Comrades Marathon Association: Operator of the iconic South African 90K Comrades ultra between Durban and Pietermaritzburg (22,000 runners). Comparable as an ultra-running benchmark referenced alongside NEB's IAU 100K and Bengaluru/Delhi Stadium Run formats.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/nebsportsepl
• Facebookfacebook.com/nebsportsevents
• LinkedInlinkedin.com/company/neb-sports-entertainment-pvt.-ltd.

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NEB Sports Entertainment