The Indian Premier League (IPL) franchise, Sunrisers Hyderabad (SRH) have expanded their commercial portfolio ahead of the 2026 season, unveiling: a number of collaborations.
As part of the new deals, Uber Bike has been named the official ride partner, AirAsia joins as the official airline partner, City Union Bank comes on board as the official banking partner, Bisleri as the official hydration partner, EcoLink joins as an official partner, and lastly, Kuhl has been announced as the principal sponsor.
With these signings, SRH continue to establish a varied and strategically aligned sponsorship environment, strengthening their commercial position ahead of the upcoming IPL cycle.
Uber Bike, Uber’s mobility solution designed for quick and economical intra-city travel, will seek to harness SRH’s large fan following to increase exposure and acceptance, particularly among younger, urban consumers. The association intends to combine ride-based activations with match-day engagement efforts.
AirAsia, famed for its low-cost international and local connectivity, has entered into an agreement to expand its presence in the Indian market. Through its partnership with SRH, the airline hopes to leverage cricket’s unparalleled reach and engage with a diverse range of passengers and fans.
City Union Bank, one of India’s established private sector banks with a significant presence in southern India, will leverage the relationship to increase brand memory and deepen interaction with retail and SME clients, particularly in SRH’s core areas.
EcoLink’s participation as an official partner adds a sustainable component to SRH’s commercial lineup. The company plans to use the collaboration to promote environmentally aware projects and coincide with the rising emphasis on sustainability in sports.
Kuhl, the portfolio’s principal sponsor, will benefit from high-level brand awareness, including front-of-the-jersey placement. The lifestyle brand is anticipated to coincide with SRH’s youthful and vibrant personality, using the IPL platform to expand its reach and interact with consumers.
The multi-brand partnership approach exemplifies SRH’s commitment to developing a well-rounded commercial strategy, bringing together brands across key consumer touchpoints such as transportation, finance, travel, and lifestyle, while also providing integrated fan engagement experiences throughout the season.
