The Indian direct-to-consumer sportswear brand, Hyve, has announced a partnership with Chennai Super Kings to design, manufacture and distribute an exclusive range of official merchandise ahead of the upcoming Indian Premier League season.
The collaboration marks a significant step in Hyve’s expansion into large-scale sports licensing, as the brand looks to strengthen its presence within India’s fast-growing fan merchandise market.
As part of the partnership, Hyve will roll out a comprehensive collection that includes fan jerseys, premium polos, casual wear and cricket whites, along with accessories such as coffee mugs, shakers and duffle bags. The range is designed to cater to a wide spectrum of fans, with a focus on accessibility, functionality and everyday wear.
Speaking about the partnership, Hyve Founder, Mr Rakesh Rajeev, said, “Our brand seeks its name from the hive and is inspired by the resilient energy of the bumblebee. The collaboration with CSK combines this energy with the roaring spirit of the lions. United by the colour yellow and a shared philosophy of persistence and performance, this partnership is designed for those who never back down. We look forward to engaging with millions of Yellove Fans and becoming the cultural hub of the super kings.”
Chennai Super Kings’ Managing Director, Mr Kasi Viswanathan, added, “At CSK, we value partners who share the same desire and hunger to excel. We are highly impressed with the youthful exuberance of new-age D2C brands like Hyve. Right from the first meeting, they have demonstrated how modern-day businesses thrive on fast-paced execution. We wish Hyve the very best and are hopeful they will delight our Yellove Army with their wide range of CSK merchandise.”
Hyve plans an initial production run of over 50,000 units, with distribution spanning its own e-commerce platform, the official CSK Store, and select sports retail outlets nationwide. The brand also aims to complement the launch with fan engagement initiatives and activations throughout the IPL season.
The partnership provides Hyve with a high-visibility platform to showcase its capabilities across product design, manufacturing and direct-to-consumer retail, while also leveraging CSK’s nationwide fan base to scale reach and brand recall.
Hvye joins TECNO, Pulkit TMT, Gulf Oil, Ashok Leyland, Vodafone Idea and Skybags, as CSK’s commercial partners for the season, further strengthening the team’s sponsorship portfolio.
On the sporting front, the franchise has restructured its squad ahead of IPL 2026 with a clear emphasis on youth investment. CSK allocated ₹28.4 crore to sign uncapped players Prashant Veer and Kartik Sharma, while also adding Akeal Hosein and Matt Henry to reinforce its bowling unit. The new signings join an established core featuring MS Dhoni, Sanju Samson, Ruturaj Gaikwad, Dewald Brevis and Shivam Dube.
Chennai Super Kings are set to begin their IPL 2026 campaign on March 30 against Rajasthan Royals.
Founded in India, Hyve positions itself as a performance-focused sportswear brand designed for local conditions, including heat and humidity, while offering durability and comfort for extended use. The brand also provides 3D customisation features, enabling consumers to personalise their gear.
The move comes at a time when sports merchandise is evolving into a key revenue stream globally, with brands and franchises increasingly focusing on direct fan engagement, data ownership and scalable retail ecosystems.
Through its partnership with Chennai Super Kings, Hyve is aiming to establish itself not just as a sportswear label but as a key player in India’s emerging fan commerce landscape.
