Chain Reactor Lit Up the 2023 Men’s Hockey World Cup

As Germany provided plenty of entertainment on the field and lifted their third title at the recently concluded Men’s Hockey World Cup in Odisha this past January, off the pitch, fans were entertained courtesy of multi-dimensional music and media licensing and marketing agency Chain Reactor. 

Chain Reactor managed to secure the licenses to over 50 Bollywood songs across 10 labels in a mere couple of days. Settling those deals in quick time led to a successful opening ceremony at the Hockey World Cup.  

Hockey fans from around the world and across India gathered at the sports event, where they didn’t just see their favorite athletes but also witnessed performances at the opening ceremony by actors and singers including Ranveer Singh, Disha Patani, Pritam and Lisa Mishra, who sang and danced to Bollywood songs.  

In a statement, Anurag Rao, CEO of Chain Reactor, said, “We are overjoyed to be given this opportunity to make the Hockey World Cup a memorable experience for the audience, through what was probably one of the fastest licensing deals ever. We were able to pull this off because of our long-term relationships with the majors. This would not have been possible without their support.” 

That long-term relationship with labels is how Chain Reactor has been at the forefront of finding licensing solutions in live entertainment and brand campaigns. In the past, the company has also worked with the likes of brands such as Dream 11, Swiggy, Amazon Prime, A23, Hotstar, ISL, Purplle cosmetics, Nokia and more.  

Rao added, “The demand for popular music in advertising is on an upswing. However, many brands are still unaware about music rights and on how to procure content the right way. We help bridge that gap.”