Amaron, Amara Raja Energy & Mobility Limited’s premier automobile battery brand in India, has inked a strategic partnership with Delhi Capitals and Kolkata Knight Riders for the Indian Premier League (IPL) 2026.
The collaboration is based on Amaron’s next campaign, “The Long Game is Played in the Quiet,” which reflects a fact that has always defined the game but is frequently buried by its surrounding spectacle.
In a tournament defined by scale, intensity, and continual visibility, Amaron’s effort is informed by a firm belief that the root of great cricket performances rests not in the noise or excitement around the game, but in the capacity to stay concentrated and play the long game in silence.
Rather than increasing the surrounding spectacle, Amaron’s participation will focus on a more subtle narrative through helmet sponsorship. At the point of play, the helmet marks the transition from everything surrounding it to the game itself. This silence is the foundation for long-term performance.
Chandrasekhar Radhakrishnan, Chief Business Officer, Automotive & Home Energy Business (India & SAARC), Amara Raja Energy & Mobility Limited, said, “The IPL is one of the loudest sporting platforms in the country, but the long game is played in the quiet. It’s built on discipline, preparation, and consistency, long before the stadium fills. That’s what Amaron stands for: quietly powering long, sustained performance. Through our partnerships with Delhi Capitals and Kolkata Knight Riders, we’re bringing this idea to life celebrating the work that happens in the quiet, away from the hype and applause.”
Sunil Gupta, CEO, Delhi Capitals, said, “We are delighted to have Amaron come on board the Delhi Capital’s family for the new season. We’re pleased to partner with a brand that shares our belief in building sustained excellence over time, and we look forward to a fruitful partnership and an exciting season ahead together.”
A spokesperson from Kolkata Knight Riders, said, “The IPL is a long season that really tests how teams hold up over time. We’re happy to have Amaron with us as we take on that challenge this year.”
As the IPL continues to establish new viewership records, with key matches reaching over 160 million television viewers, it remains one of the most effective platforms for brands to engage people on a large scale. This reach is augmented by digital platforms and shared viewing settings, which broaden the tournament’s reach beyond broadcasting.
Amaron’s admission into the league represents a disciplined, long-term approach to brand building, founded on the enduring promise of ‘Lasts Long’.
