Skincare and haircare brand Plum has partnered with Mumbai Indians as its digital partner and official skincare partner for IPL 2026, marking the brand’s first collaboration with a cricket franchise. The partnership signals Plum’s entry into the sports marketing space as it looks to connect with India’s massive cricket audience.

Through this association, Plum plans to engage fans via digital content, creator collaborations, fan experiences and on-ground activations throughout the IPL season. The collaboration will also spotlight the brand’s Niacinamide Collection, a skincare range that has seen strong consumer traction.

The partnership is expected to extend beyond traditional sponsorship visibility. Both Plum and Mumbai Indians plan to create interactive fan engagement opportunities, including branded merchandise, match-day experiences, community initiatives and social media campaigns designed to bring fans closer to the team and the brand.

Commenting on the collaboration, Shankar Prasad, founder and CEO of Plum, said the partnership is rooted in the idea of “chemistry.” According to him, the same principle that drives effective skincare formulations also applies to successful sports teams. He added that Mumbai Indians’ strong team spirit and winning mindset made the franchise a natural partner for the brand.

A Mumbai Indians spokesperson said the team is excited to collaborate with Plum, describing the brand as one that shares the franchise’s focus on authenticity, energy and community-building. The spokesperson added that the partnership will aim to deliver experiences that go beyond cricket and strengthen engagement with fans.

With IPL 2026 around the corner, the collaboration positions Plum to expand its cultural relevance by blending skincare, sports, and fan-driven storytelling.