Mumbai Indians have announced a new partnership with Plum, which will join the franchise as its digital partner and skincare partner for the 2026 season of the Indian Premier League.
The agreement marks Plum’s first collaboration with a cricket franchise and reflects the increasing presence of lifestyle and personal care brands within the IPL’s commercial ecosystem as teams expand partnerships beyond traditional categories.
Under the partnership, Plum will work with the five-time IPL champions across a series of digital and fan engagement initiatives throughout the tournament. The brand will be integrated into the franchise’s content ecosystem, including activations across Mumbai Indians’ social media platforms and its in-house content platform, MI TV.
The collaboration will also feature match-day activations, fan engagement campaigns and co-branded digital content designed to connect with cricket audiences during the IPL season. In addition, the partnership will include creator-led campaigns and community-driven initiatives aimed at strengthening interaction between the franchise and its global fan base.
Speaking about the partnership, Plum’s Founder & CEO, Shankar Prasad, said, “At Plum, we’ve always believed that when the chemistry is right, incredible things happen. Whether it’s with skincare formulations or within teams on the field, the right chemistry is what turns good into great. With Mumbai Indians, we saw a natural alignment from the word go: a team that has all the right ingredients, but more importantly, plays with chemistry. Through our first-ever partnership with Mumbai Indians during the T20 Cricket League, we’re stoked to celebrate that spirit and bring Plum & Mumbai Indians fans closer to the moments and stories that make the game so special.”
A Mumbai Indians Spokesperson added, “We’re thrilled to partner with Plum, a brand that shares our passion for showing up with energy, authenticity, and heart. Mumbai Indians have always been about more than cricket – it’s about the community we build together. With Plum’s belief in ‘chemistry, done with heart,’ we found a partner who gets that instinctively. We can’t wait to bring our fans experiences that go beyond the boundary this season.”
As part of the campaign, Plum will highlight its Niacinamide skincare range, one of the company’s flagship product lines, leveraging the IPL’s digital reach and Mumbai Indians’ global fan base to expand product awareness.
The partnership also underlines how IPL franchises are increasingly working with direct-to-consumer and lifestyle brands through digital-first sponsorship models as teams diversify commercial opportunities beyond jersey branding and stadium advertising.
Founded in 2013, Plum is a Mumbai-based vegan beauty and personal care brand offering a portfolio spanning skincare, haircare and body care products. The collaboration with Mumbai Indians represents the company’s entry into sports marketing through one of cricket’s most visible global leagues.
Mumbai Indians will enter the 2026 IPL season with a squad featuring players such as Rohit Sharma, Hardik Pandya, Jasprit Bumrah, Suryakumar Yadav and Trent Boult, while the franchise also strengthened its roster during the 2026 mini-auction by re-signing South African wicketkeeper-batter Quinton de Kock.
