The Indian Racing League (IRL), an auto racing championship based in India, has announced a new partnership with the United Breweries Limited (UBL), a subsidiary of the Heineken Company.
Kingfisher Power Soda, a flagship product from UBL, has assumed the role of presenting sponsor for the 2024 edition of the high-octane racing event.
This strategic alliance brings together two iconic brands that share a commitment to excitement and youth culture. The partnership is expected to elevate IRL’s profile and deliver an unforgettable experience for racing enthusiasts across the country.
Akhilesh Reddy, Chairman & Managing Director of RPPL, expressed his delight in welcoming Kingfisher on board. “We are thrilled to have Kingfisher, a brand that has been intrinsically associated with premier sports events in India. We are happy to welcome them as our sponsor for the 2024 edition. Kingfisher embodies the same spirit of excitement, youth, and belief to create experiences—values we at IRL not only share but also aim to celebrate with our rapidly growing fanbase of motorsport enthusiasts.”
Vikram Bahl, Chief Marketing Officer, United Breweries Limited, said, “As one of the most iconic brands in the country, Kingfisher has always been at the forefront in bringing experiences that elevate consumer engagement. With significant opportunities for motorsports and the growing popularity of the sport in India, we are thrilled to partner with Indian Racing League 2024 as the presenting partner. Tamil Nadu has been a hub for motorsports and is a state with immense growth potential. By being a part of IRL, we look forward to strengthening our association with the state and connecting with motorsport fans and consumers, as we celebrate the competitive spirit of the sport.”
United Breweries Limited is India’s largest beer producer, renowned for its flagship brand, Kingfisher. The company boasts a diverse portfolio of beer brands catering to various consumer preferences. With a strong distribution network, UBL’s products are enjoyed by millions of consumers both domestically and internationally.
The Indian Racing League is a premier auto racing championship aimed at engaging India’s passionate motorsports community. With a focus on delivering world-class racing action, the IRL has quickly established itself as a leading platform for drivers and teams.
The 2024 IRL season promises to be a thrilling spectacle with an expanded grid and unprecedented race experiences. The pre-season testing will kick off on August 21 and 22, followed by the first race at the Madras International Circuit on August 25. The league will then make history with the first-ever Chennai Formula Road Racing Circuit, hosting the subcontinent’s inaugural night circuit race from August 30 to September 1. The grand finale is scheduled for November 2024.