John Abraham Joins Indian Superbike League as Strategic Advisor
The Indian Superbike League (ISBL) is stepping onto the starting grid with a high-profile announcement: Bollywood actor, entrepreneur and motorcycle enthusiast John Abraham has been named its Strategic Advisor. The league has also unveiled a fast-paced promotional film positioning ISBL as a new destination for superbike racing in India.
Designed to bring motorsport closer to a wider audience, ISBL is building its identity around the meeting point of competitive racing, entertainment and motorcycle culture. John’s involvement gives the initiative a familiar public face, while the league’s proposed franchise format is intended to create a more structured platform for riders, teams and commercial partners.
A new blend of racing and entertainment
The launch film is the first major introduction to the league’s visual style and ambitions. Its energetic presentation places speed and performance at the centre, while drawing on the personalities, technology and fan culture that surround modern motorsport. Rather than presenting racing as a niche pursuit, ISBL aims to make the sport more accessible through a format that can connect with both dedicated enthusiasts and newcomers.
That approach reflects a broader shift in how sports properties attract audiences. Competition remains the main event, but storytelling, digital content, music and live experiences can help build a stronger connection between races. For ISBL, these elements are intended to complement the action on track and give fans more ways to follow the league throughout a season.
John Abraham’s appointment brings together two sides of his public profile: his long-standing interest in motorcycles and his experience in entertainment and business. His role is expected to support the league’s efforts to promote the sport and encourage greater participation, particularly among young riders.
John Abraham on building opportunities for riders
Speaking about the appointment, Abraham said motorcycles have always been a personal passion. His experience as a sports team owner, he added, has given him an understanding of the commitment required to turn an idea into a lasting sporting venture.
“ISBL brings those two parts of my life together,” he said, describing his aim as helping young Indian riders access opportunities and introducing a new generation of fans to motorcycle racing. He summed up the league’s rallying message with the words, “It’s time to Get India Racing.”
His involvement may also help bring motorsport into conversations beyond the usual racing community. With a prominent Bollywood figure associated with the initiative, ISBL could draw interest from audiences who follow entertainment as well as those who already keep up with superbikes. The challenge will be to turn that initial attention into sustained engagement with the sport itself.
Racing roots and a long-term vision
ISBL CEO Pranav Bakre said the project is personal, noting that he comes from a family of racers. He described the league as a way to carry that legacy forward while creating a pathway for the next generation. In his view, racing should remain at the heart of the competition, with music and culture helping more people discover its appeal.
That combination could be important in a country where motorcycle enthusiasm is widespread, but access to organised, high-level racing can be limited. A league with defined classes and a recurring calendar has the potential to give aspiring competitors a clearer route into the sport, while also helping fans follow riders and teams over time.
Avi Jain, Managing Director of Dhuleva Group and ISBL’s anchor investor, emphasised the commercial opportunity alongside the sporting ambition. He said the goal is to build a premium and financially sustainable league—one that can deliver lasting value and encourage fans and partners to return season after season.
Franchise format and rider categories
Sanctioned by the Federation of Motor Sports Clubs of India (FMSCI), ISBL will operate as a franchise-based championship. The planned competition will include two Pro categories, alongside Amateur, Female Riders and Rookie classes. The range of divisions signals an effort to accommodate competitors at different stages and create more entry points into organised racing.
A franchise model can also provide a framework for building recognisable teams and developing rivalries that carry from one event to the next. For sponsors and commercial partners, consistent teams and a clearly defined competition may offer a more dependable platform than one-off events. For riders, a structured championship could bring greater visibility and a more regular competitive environment.
The league says its ambitions extend beyond the riders on the track. It hopes to create opportunities for teams, technical specialists, brands, creators and other professionals working across the motorsport ecosystem. That wider network is essential to the growth of a racing series: events depend not only on competitors, but also on engineering expertise, safety operations, production, marketing and fan engagement.
What comes next for ISBL?
Details about participating teams, riders, race formats and venues are expected to be announced later. Those decisions will help determine how the league translates its launch message into a practical competition—and how it balances spectacle with the standards required for a credible motorsport championship.
For now, ISBL is presenting itself as an ambitious new addition to India’s sporting landscape: a superbike league that aims to combine professional competition with a broader entertainment experience. John Abraham’s appointment gives the project a high-visibility opening, while the league’s long-term prospects will depend on the quality of its racing, the opportunities it creates for riders and its ability to build a loyal audience.
If it can deliver on those goals, ISBL could help bring more attention to Indian motorcycle racing and give emerging talent a stronger platform. Its message is clear: the engines are warming up, and the league wants more of India to join the race.
