HELL Energy Drink has expanded its footprint in Indian cricket by securing a three-season partnership with Punjab Kings, the Indian Premier League (IPL) franchise. The agreement begins with IPL 2026 and positions the global energy beverage company inside one of the league’s most competitive commercial categories.
The partnership names HELL Energy Drink as the official energy drink partner of Punjab Kings. The brand will receive extensive visibility across matchday assets, including logo placement on the back of players’ helmets and caps, along with hydration-led inventory, in-stadium branding rights, and integrated fan-engagement activations throughout the IPL season.
HELL Energy Drink has already strengthened its cricket presence through the signing of Shreyas Iyer, the Indian batter, as its new brand ambassador. The Kings captain’s dual role now links the team’s on-field identity with the brand’s high-energy marketing strategy, creating a unified commercial narrative as the franchise enters the next IPL cycle.
Unnikannan Gangadharan, Director, HELL-ENERGY, said, “HELL ENERGY DRINK and cricket share the same spirit of intensity, endurance, and excitement. We are thrilled to partner with Punjab Kings, a team that embodies the fearless energy and drive that define HELL ENERGY DRINK. This is more than a sponsorship; it reflects our shared passion for performance and the unstoppable spirit of cricket.”
Satish Menon, CEO, Punjab Kings, added, “We are delighted to partner with HELL ENERGY DRINK for the upcoming season. This collaboration will open new opportunities for young and upcoming players in the region through our talent hunt program, and will create strong value and growth for both brands.”
Saurabh Arora, Chief Commercial Officer, Punjab Kings, continued, “Our long-term strategic alliance with HELL ENERGY DRINK goes far beyond a commercial partnership. It reflects a shared vision and synergy that supports our ambitions. We firmly believe that this collaboration will significantly elevate our brand presence while also resonating deeply with our fans.”
The talent-hunt initiative is a key pillar of the agreement, moving the partnership beyond logo placements and into local player development. For Punjab Kings, it strengthens pathways for regional scouting and deepens community connections. For HELL Energy, it supports the brand’s ambition to build authentic sporting touchpoints in high-growth markets.
The deal comes as IPL franchises push to expand multi-year partnerships ahead of the next media-rights cycle. Beverage, fintech and consumer electronics brands continue to treat IPL sponsorship as a mass-audience visibility engine with year-round recall.
Punjab Kings, last season’s runners-up, enter IPL 2026 with a stable core that includes Priyansh Arya, Prabhsimran Singh, Nehal Wadhera, Shashank Singh, Marcus Stoinis, Azmatullah Omarzai, Arshdeep Singh, Yuzvendra Chahal, Xavier Bartlett, Mitchell Owen, Marco Jansen and Lockie Ferguson. The franchise will look to build on that momentum with an expanded commercial programme designed to deepen fan loyalty and unlock new revenue streams.
Further partnership announcements are expected as Punjab Kings continue to strengthen their long-term commercial strategy. For HELL Energy, the agreement represents one of its biggest commitments in Indian sport and reinforces the IPL’s appeal as a global sponsorship magnet.
