EMW Global enters Indian market, signs Rinku Singh as first cricket talent

EMW Global has announced the launch of its India headquarters and signed World Cup-winning Indian cricketer and Kolkata Knight Riders vice-captain Rinku Singh as its first cricket talent, marking the agency’s entry into one of the world’s most passionate sporting markets.

The expansion establishes a direct commercial bridge between Indian sports talent and international brands, strengthening EMW Global’s presence across East and West.

The agency has established offices in London, Shanghai, Hong Kong, Dubai, São Paulo and Rio, and represents leading sports federations, including the Argentine Football Association (AFA), Brazilian Football Confederation (CBF), Norwegian Football Federation and Royal Spanish Football Federation. Its portfolio of global sporting talent includes Lionel Messi, Neymar Jr and Olivier Giroud.


“It has been a memorable year of growth for EMW Global, particularly after the 2026 FIFA World Cup, where we facilitated impactful brand partnerships for our partners,” said Michael Rocha-Keys, founder and CEO of EMW Global.

“This agency expansion is the next significant step after establishing our successful bases in China, Brazil and London. India is a global sporting powerhouse anchored by hundreds of millions of passionate fans. Expanding our Asian footprint into Mumbai and other hubs allows us to connect world-class Indian talent to our international ecosystem while bringing global IPs into the subcontinental market.”

Rinku Singh’s signing marks a significant milestone in the agency’s India strategy. The partnership will leverage EMW Global’s international network to help the cricketer connect with global brands, explore cross-border commercial opportunities and share his story with audiences worldwide while retaining the authenticity that defines him.

“I am really proud to join the EMW Global family,” said Rinku Singh. “Looking at the work they have done with global legends like Lionel Messi and Neymar Jr, being part of that same international network is an incredible opportunity to learn from world-class best practices. What stood out to me about EMW Global is how much they value authenticity. I don’t want to change who I am or where I come from. Instead, I want to bring my journey to global fans and partner with brands that share those same core values.”

Rinku’s rise from humble beginnings in Aligarh to international recognition has been highlighted by his match-winning performances for KKR in the IPL, his T20I and ODI debuts for India and his contribution to India’s 2024 ICC T20 World Cup triumph. His explosive T20I strike rate of over 150 further underlines his appeal as a commercial sports personality.

Rocha-Keys said the agency’s India operations would be led by senior local industry executives, supported by its international offices. The structure is designed to combine global reach with regional market expertise and ensure partnerships are tailored to the cultural nuances of Indian and subcontinental audiences.

“An important principle of our business is offering global scale with local market expertise,” Rocha-Keys said. “Campaigns are only truly effective when tailored to the cultural nuances of each region. Having local leadership on the ground gives us authentic regional expertise coupled with the reach of our teams around the world.”

Through its India headquarters and Rinku Singh partnership, EMW Global aims to expand commercial opportunities for Indian sports talent while bringing international intellectual properties and brand partnerships to the Indian market.