Former Indian tennis star Sania Mirza has joined Lotto as a Brand Partner and has also been appointed Chief Advisor for Women’s Sports at Agilitas, marking a significant leadership-led partnership for the sportswear and sports ecosystem company.
The announcement was made by Abhishek Ganguly, Co-Founder and Chief Executive Officer of Agilitas, who described the association as deeply personal and strategically important for the company’s long-term vision in sport.
Sania Mirza and Lotto: A partnership rooted in legacy and purpose
Mirza’s return to Lotto carries a strong legacy connection. At the age of 19, she was a Lotto athlete at the very beginning of her professional career. Since then, she has grown into one of India’s most recognisable sporting figures, admired not only for her achievements but for her influence on confidence, self-belief, and self-expression through sport.
Ganguly described the reunion as a full-circle moment, highlighting that Mirza’s journey reflects the broader impact sport can have beyond competition, shaping identity, resilience, and aspiration.
Role beyond brand endorsement
In her new role, Mirza will be involved in product development at Lotto, contributing to the creation of performance-driven offerings. Alongside this, her appointment as Chief Advisor for Women’s Sports at Agilitas positions her within the company’s leadership framework rather than as a traditional brand endorser.
Agilitas is framing the role around building a stronger ecosystem for women’s sport, with a focus on movement, confidence, and participation, values that have defined Mirza’s own sporting career.
Strengthening Agilitas’ sports ecosystem strategy
The development comes at a time when Agilitas has been drawing attention for its growing footprint in India’s sports and sportswear landscape. Earlier, Virat Kohli invested ₹40 crore in Agilitas for a 1.94 percent stake, implying a company valuation of around ₹2,000 crore.
The combination of Kohli’s financial backing and Mirza’s leadership role signals Agilitas’ intent to build a long-term, athlete-driven sports platform that integrates product, performance, and participation.
Focus on women’s sports
By bringing Mirza into an advisory position, Agilitas is placing women’s sports within its strategic priorities. The company’s leadership has emphasised that sport is not only about competition but about how it enables confidence, expression, and everyday movement, especially for women.
The appointment of Mirza is expected to influence how Agilitas approaches women-centric product design and its broader engagement with women’s sports in India.
With Mirza’s return to Lotto and her advisory role at Agilitas, there is a coming together of heritage, leadership, and future intent for the company. The partnership reflects a shift from celebrity-led branding to influence led by athletes, rooted in experience and long-term vision.
For Agilitas, the collaboration reinforces its ambition to shape India’s sporting culture through credible voices and leadership from within the sporting community.
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