Houseware brand Jaypee has joined the Punjab Kings’ partners roster as an official sponsor ahead of the upcoming Indian Premier League (IPL) season. The partnership marks a new step for the household and kitchenware brand as it looks to expand its visibility among cricket audiences across India.

Through this association, Jaypee aims to leverage the Punjab Kings platform to strengthen its brand presence nationwide. The collaboration will also enable the brand to connect with a younger and more aspirational audience through the franchise’s expanding digital ecosystem and on-ground fan engagement initiatives.

Satish Menon, CEO of Punjab Kings, welcomed the partnership and highlighted Jaypee’s strong reputation among Indian consumers. He noted that the collaboration would help create meaningful engagement opportunities for fans while strengthening the franchise’s growing portfolio of brand partners.

Jaypee, which has been part of Indian households for more than four decades, sees the association as a natural extension of its consumer-focused approach. Anurag Jain, director at Jaypee, said the brand has long focused on building reliable products used in everyday home life. Partnering with a cricket franchise like Punjab Kings, he added, allows the company to connect with millions of passionate fans across the country.

Saurabh Arora, Chief Commercial Officer of Punjab Kings, said the partnership reflects the franchise’s continued commercial momentum. According to him, Jaypee’s strong consumer connect creates opportunities for collaborations that enhance the fan experience across both stadium activations and digital platforms.

As IPL franchises increasingly become marketing platforms for consumer brands, partnerships like this help companies tap into cricket’s massive reach while strengthening emotional connections with audiences across India.