HELL ENERGY DRINK has signed a three-year partnership with Punjab Kings, becoming the franchise’s official Energy Drink partner starting IPL 2026. The collaboration marks a strong brand presence across match environments, with logo placement on player helmets and caps, along with visibility at hydration points, training areas, and fan zones throughout the season.
Beyond branding, the partnership extends into grassroots cricket development. Both organisations have committed to talent-driven initiatives aimed at supporting young players across Punjab, aligning the engagement with long-term cricket ecosystem growth.
Commenting on the association, Unnikannan Gangadharan, Director at HELL ENERGY, said the partnership reflects shared values of high energy, endurance and competitive spirit. He noted that Punjab Kings’ fearless gameplay aligns with the brand’s positioning, making the tie-up more than a standard sponsorship.
Punjab Kings’ CEO Satish Menon expressed that the collaboration will drive new development pathways for upcoming talent and deliver value for both brands. Chief Commercial Officer Saurabh Arora added that the multiyear agreement supports strategic ambitions, reinforcing community connection and elevating fan experience.
This alliance is designed not only to strengthen marketing visibility during the IPL but also to build recall through on-ground initiatives, consumer engagement activities and youth-focused cricket programs. With cricket fan culture growing rapidly in India, the partnership positions HELL ENERGY strongly within the sport and connects the brand with a passionate audience base.
The collaboration is set to play out across digital, stadium and grassroots platforms throughout the next three seasons.
