Shreyas Iyer has been named the official brand ambassador for a new India-focused initiative linked to Formula 1, marking a crossover between mainstream cricket and the fast-growing world of esports and sim racing. The announcement was made by Mumbai Falcons Racing Limited, which has secured rights to host an official Formula 1-sanctioned sim racing competition in the country. The initiative centres around the F1 Sim Racing India Open 2026, a national-level competition designed to identify and nurture emerging sim racing talent across India. The tournament will be played on F1 25, replicating real-world circuits, formats and team identities from the global championship. Participants can compete across PC, PlayStation 5 and Xbox platforms, making it widely accessible. The competition structure begins with online qualifiers, followed by city-based simulator rounds, and will culminate in a national final in Mumbai in November. According to the organisers, Iyer represents more than just cricketing success. His influence among younger audiences and digital-native sports fans makes him a strategic choice to promote a new-age sporting ecosystem. The release notes that he “occupies a growing space in youth culture, with an audience that extends well beyond traditional cricket fans,” adding that his persona reflects “high performance, adaptability, and a direct connection with India's digital-native sporting generation.” 24 Apr 2026 - Vol 04 | Issue 68 50 Portraits of Icons and Achievers Iyer emphasised the importance of discipline and opportunity in sport, stating, “Sport has always been about finding ‘your edge and staying disciplined enough to act on it’.” He added, “When I heard what Mumbai Falcons is building in terms of a real pathway that takes young Indians from where they are today to where they could go, I didn't need much convincing. This is the kind of initiative I would have wanted access to growing up,