Bollywood Action Star Salman Khan Endorses Indian Supercross Racing League (ISRL)

Bollywood action icon Salman Khan is all set to endorse the second season of Indian Supercross Racing League (ISRL), the world’s first franchise-based supercross league.?

The world of Bollywood and Indian sporting franchises have always been intertwined and the ISRL is following suit of this long tradition by making 59-year-old Khan its brand ambassador.??

With his big screen persona, mass appeal and enthusiasm for motorsports, Salman Khan’s association with the ISRL, would play a pivotal part in helping the league push into the mainstream of popular sports entertainment in India.???

Following the announcement,?Salman Khan?said,“I am very excited to be a part of something I am truly passionate about—motorcycles and motorsports. What ISRL is building is truly revolutionary with a long-term vision. The league has immense entertainment value and captures the spirit of igniting passion, showcasing skill, and creating heroes who will inspire the next generation. Together, we’re set to make Supercross a household name in India and elevate our riders to the global stage.”

Veer Patel, Managing Director, ISRL,?added,?“Welcoming Salman Khan to the ISRL family is a landmark moment for motorsports in India. As motorsports continue to gain worldwide traction, the Indian Supercross Racing League (ISRL) has firmly placed India on the global motorsports map.”

?“This collaboration reflects our shared ambition to elevate Indian motorsports to unparalleled heights. With his presence at the races, active participation, and guidance, we are spearheading a motorsport revolution that will inspire generations of Indian riders and position India as a premier global Supercross destination.”

ISRL is ready to build on its debut season which showcased 48 of the world’s best riders, and had over 30,000 spectators in attendance and 11.5m online viewers, setting a new global record for a Supercross event.?

According to ASN data, celebrity (non-sport)/actor (57%,US$145.4m+) is the biggest backed category of non-sport related sponsorships in India since Q222, with an average quarterly investment of US$12.3m+ during this period. The investment has also been consistent ranging between US$11.6m and US$13.9m during this period. This is not surprising, considering the close ties between Bollywood celebrity endorsements and sporting franchises across India.

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This article was first published in ASN's March 2025 no. 2 newswire.