PikuSports Entertainment

What PikuSports Entertainment does

PikuSports Entertainment Pvt. Ltd. is a Noida-based event management company that designs and executes large-scale fitness, sports, and cultural events across India. Founded in 2015 by Deepak Kumar Mehra — an IT engineer consultant who had been organizing sports events since 2010 — the company is co-founded with Kumud Mehra and operates with an 11-50 person team. Its event portfolio spans marathons, cycling events, corporate runs, themed cultural celebrations (Dandiya Nights, Neon Zumba Fitness Fests, Women's Day Run), and cause-led health campaigns. The flagship property is the recurring Noida Grand Marathon, with the 8th edition in 2024 drawing 3,000+ participants. The company also operates Mussoorie Ultra and Ikris Run series, and has delivered 250+ events cumulatively with 10,000+ participants at marquee properties.

The underlying technology stack is operationally focused rather than platform-as-a-service: PikuSports uses RFID chip timing for race timing accuracy, integrates with Townscript for online registration and ticketing, manages BIB (race number) expo distribution for participants, and layers live results and route reconnaissance on top. There is no proprietary software platform or API offering; the company is a services operator that consumes third-party tooling to run physical events. Celebrity partnerships (Milind Soman, Gul Panag) and a wholly-owned NGO subsidiary, Piku Share & Care Trust, extend the brand into social-cause programming.

PikuSports monetizes through two primary streams: participant registration fees for marathons, cycling events, and themed activities, and corporate sponsorship packages sold to brands seeking activation visibility (LG, Haier, Decathlon, DLF, Nike, Fortis, Indian Oil, Kotak Mahindra Bank, Times of India, among 200+ partners). A third stream is NGO and social-cause partnership fees. The company serves three core customer segments: corporate organizations seeking branded employee-engagement and CSR events, professional athletes and fitness enthusiasts seeking well-timed competitive events, and families seeking inclusive multi-age activities. Geographically it is concentrated in Delhi NCR, Uttar Pradesh, and Uttarakhand. The company is bootstrapped, founder-controlled, and privately held with no disclosed external funding.

Name

PikuSports Entertainment

Legal name

PikuSports Entertainment Pvt. Ltd.

Website

https://pikusports.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

PikuSports Entertainment is a Noida-based event management company that organizes marathons, cycling events, corporate runs, themed cultural celebrations, and cause-led health events across India, serving corporates, professional athletes, and families through end-to-end event execution, RFID-timed races, and a 200+ partner sponsorship network.

Ownership category

akta.pro rank

Product category

Sports Event Management Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132), Promoters of Performing Arts, Sports, and Similar Events (7113), Fitness and Recreational Sports Centers (71394)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Corporate Catering, Staffing & Guest Services (F&B, Security, Ushers) (MPAGAHAM), Virtual & Hybrid Participation Events (App-Based, Remote/Hybrid Races) (MPAKAIAH)

Keywords

• Sports event management
• Marathon organization
• Corporate fitness events
• Cycling event management
• Race timing services

Headquarters

HQ city

Noida

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Registration Fees: Participants pay registration fees to participate in marathons, cycling events, running challenges, and themed events. Fees cover event participation and include certificates upon completion.
2. Corporate Sponsorships: Companies sponsor events for brand visibility and activation opportunities. PikuSports offers tailored sponsorship packages with promotional integration, brand presence through events, and community engagement.
3. Partners & Sponsorships: Collaborative partnerships with brands for mutual support and promotional opportunities. Partners help promote events and make impactful community contributions.
4. NGO & Social Cause Partnerships: PikuSports supports various NGOs focused on community development and environmental conservation. The company also has its own NGO - Piku Share & Care Trust - contributing towards different social causes.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

PikuSports Entertainment organizes end-to-end large-scale fitness, sports, and cultural events for corporates and individual participants across India. Its core service covers event planning, race-day execution with RFID chip timing, on-ground management including BIB Expo and route reconnaissance, celebrity management, sponsorship integration, and themed-event design spanning marathons, cycling events, corporate runs, family days, and cause-based activations.

Product overview

PikuSports Entertainment Pvt. Ltd. operates as a single unified event management service offering rather than a modular platform. The core offering is comprehensive sports, fitness, and cultural event management, encompassing event planning, on-ground execution, race management (with RFID chip timing and live results), social media marketing, brand activations, and celebrity-driven events. The product portfolio includes Running and Cycling Events (marathons, corporate runs, virtual rides), Corporate and Multi-Sports Events (Family Day, Kidsathon, Bikeathon, Yoga Day), Cultural and Themed-Based Events (Dandiya Nights, Neon Zumba Fests, Women's Day Run, Breast Cancer Awareness runs), and Celebrity-Driven Events. Supporting modules include event registration management, volunteer coordination, event infrastructure setup, bespoke event goodies, and partner/sponsorship management services. The company works with 200+ partners and investors and has hosted events with 10,000+ participants.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Management Services End-to-end event management covering event planning, on-ground execution, race management with RFID chip timing, live results, route reconnaissance, celebrity management, volunteer coordination, and event infrastructure setup for corporates and fitness communities.
• Running and Cycling Events Organization and curation of marathons, running events, corporate runs, virtual rides and runs, fitness challenges, cycling rides, and community fitness initiatives across multiple cities in India.
• Corporate and Multi-Sports Events Corporate Family Day, Annual Sports Meet-ups, Multi-sports events, Bikeathon, Kidsathon, Disability Day Walkathon, Yoga Day events, and LIVE Cricket Tournament screenings for corporate and institutional clients.
• Cultural and Themed-Based Events Dandiya Nights, Neon Zumba Fitness Fests, Halloween Day, Christmas Day, Annual Day, Women's Day Run, Mother's Day Specials, National Days, and social-cause events such as Breast Cancer Awareness, Education For All, Earth Day, and Green & Clean initiatives.

Quantifiable outcome

• 250+ successful events hosted
• +4 more outcomes

Named customers9 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

23 partnerships are on record, tiered major, minor, flagship and core.

• LGmajorGTM or Marketing PartnerSponsor and partner for events. Logo displayed on website as previous partner/sponsor.
• HaiermajorGTM or Marketing PartnerSponsor and partner for events. Logo displayed on website as previous partner/sponsor.
• DecathlonmajorGTM or Marketing PartnerSports equipment partner for events. Logo displayed on website as previous partner/sponsor.
• DLFmajorGTM or Marketing PartnerSponsor and partner for events. Logo displayed on website as previous partner/sponsor.
• FortismajorGTM or Marketing PartnerHealthcare sponsor partner for events. Logo displayed on website as previous partner/sponsor.
• GEmajorGTM or Marketing PartnerSponsor and partner for events. Logo displayed on website as previous partner/sponsor.
• NikemajorGTM or Marketing PartnerSports brand sponsor for running events. Logo displayed on website as previous partner/sponsor.
• Indian OilmajorGTM or Marketing PartnerCorporate sponsor for events. Logo displayed on website as previous partner/sponsor.
• Kotak Mahindra BankmajorGTM or Marketing PartnerBanking sponsor for events. Logo displayed on website as previous partner/sponsor.
• Apeejay SchoolminorGTM or Marketing PartnerEducational institution partner for school events. Logo displayed on website as previous partner/sponsor.
• GL Bajaj Management CollegeminorGTM or Marketing PartnerEducational institution partner for events. Logo displayed on website as previous partner/sponsor.
• CRC GroupflagshipStrategic or Co-development PartnerMajor co-organizer of Noida Grand Marathon 8th Edition with 3000+ participants. Collaborative partnership with Traffic Police U.P.
• CRC GroupflagshipStrategic or Co-development PartnerCo-organizer of Noida Grand Marathon events, including 6th Edition at Jaypee Hospital and 9th Edition 2025.
• IKRIS PharmacoreGTM or Marketing PartnerOrganized Breast Cancer awareness campaign culminating with Final Run in Noida. Has conducted Ikris Run 2024 and 2025 events.
• DLF Mall of IndiacoreStrategic or Co-development PartnerVenue partner and co-organizer for International Women's Day 2023 events, Dandiya Fest 2.0, and 9th Anniversary Run.
• Jaypee GroupcoreGTM or Marketing PartnerVenue host and partner for Noida Grand Marathon events at Jaypee Hospital Sector-128, Noida.
• MedantaminorGTM or Marketing PartnerHealthcare partner for Medanta Run - March for Myeloma event.
• Times of IndiamajorGTM or Marketing PartnerMedia partner for TIMES RUN AGAINST CANCER 2026 event.
• Traffic Police U.P.majorStrategic or Co-development PartnerGovernment collaboration for marathon events including Noida Grand Marathon for traffic management and event support.
• Milind SomanflagshipOthersIndian Actor, Supermodel, and Fitness Enthusiast associated with PikuSports events. Celebrity presence enhances event memorability and attracts media attention.
• Gul PanagflagshipOthersIndian Actress, Model, and Fitness Enthusiast associated with PikuSports events. Celebrity presence enhances event appeal and attendance.
• Piku Share & Care TrustcoreStrategic or Co-development PartnerCompany's own NGO focused on social causes. Contributes towards community development and environmental conservation through sports events.
• The Fern Brentwood Resort MussoorieminorStrategic or Co-development PartnerVenue partner for Mussoorie Ultra 2nd Edition event.

Scale indicators9 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Procam International: Procam International is India's largest mass-participation event organizer, running the Tata Mumbai Marathon, Delhi Half Marathon, and TCS World 10K Bengaluru. Direct competitor to PikuSports in organizing large-scale branded running events with corporate sponsorships and celebrity associations.
• 7 Colors Events: 7 Colors Events is an Indian event management company handling corporate sports events, marathons, and large-format branded activations. Directly comparable to PikuSports in B2B event management for corporates.
• NEB Sports: NEB Sports organizes major Indian mass-participation events including the Airtel Delhi Half Marathon and other branded runs. Competes with PikuSports for sponsorship dollars, city permits, and runner participation in the same North Indian geography.
• Running and Living: Running and Living organizes running events, training programs, and community running initiatives in India. Directly comparable as a multi-format running event organizer targeting amateur runners and corporate wellness programs.
• Eventura India: Eventura India is an event management and brand activation firm running corporate marathons, sports days, and large-scale fitness events. Directly comparable B2B sports event management offering with similar sponsor-driven economics.
• Roadrunner Events: Roadrunner Events organizes cycling and running events across Indian cities, including the Tour of Nilgiris and various cycling tours. Comparable event format, technology stack, and target customer base to PikuSports' cycling offerings.

Emerging players

• Pinkathon: Pinkathon is India's largest women's running event series, founded by Milind Soman — a PikuSports celebrity partner. Overlapping celebrity association, target demographic (women-focused fitness), and event format makes it a thematic peer despite operating at much larger national scale.
• Wild Escapes Events: Wild Escapes organizes adventure runs, ultra-marathons, and outdoor endurance events in India. Comparable in niche ultra/trek-run format (similar to PikuSports' Mussoorie Ultra), targeting serious endurance enthusiasts rather than mass-participation runners.

Regional players

• VIBGYOR Events: VIBGYOR Events specializes in themed corporate events, sports tournaments, and team-building activations across India. Comparable corporate sports event management offering, with broader geographic reach than PikuSports.

Broad incumbents

• Decathlon India (Events): Decathlon organizes community running and sports events across India through its retail network. A PikuSports partner and broader incumbent in the Indian fitness events space with significantly greater capital and store-led distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PikuSports
• LinkedInlinkedin.com/company/piku-sports-entertainment

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 PikuSports Entertainment