8PM Packaged Drinking Water has partnered with Sunrisers Hyderabad as the lead trouser sponsor for the Indian Premier League 2026 season, marking a strategic move to strengthen its visibility on one of India’s biggest sporting stages.
As part of the association, the brand will feature prominently on SRH’s team apparel throughout the tournament, ensuring high-impact exposure during matches. The partnership goes beyond logo placement, extending into a campaign titled “Rise in Orange, Celebrate with Black”, which creatively connects the team’s on-field performances with celebratory post-match moments.
The campaign taps into the emotional rhythm of the IPL-where victories are not just watched but celebrated-aligning the brand with moments of energy, pride, and fandom. By linking match performance with off-field experiences, the communication aims to build a stronger cultural connection with audiences.
This collaboration is part of Radico Khaitan’s broader sports marketing strategy, leveraging cricket’s scale and reach to engage consumers nationwide. With SRH’s strong fan base and the IPL’s unmatched viewership, the partnership offers an opportunity to embed the brand within high-attention, high-emotion moments.
For Sunrisers Hyderabad, the association reflects a shared focus on performance, resilience, and excellence-values that resonate both on and off the field.
As brands continue to invest in IPL integrations, this partnership highlights how sponsorships are evolving beyond visibility into storytelling-where branding meets culture, and every match becomes a moment to connect.
