The ongoing Jharkhand T20 Cricket League (JT20CL) has received a significant commercial boost after announcing a seven-year partnership with Thums Up, which has been named the tournament’s official beverage partner through 2032.
As part of the agreement, the Coca-Cola-owned beverage brand has secured exclusive pouring rights across all league venues and associated events, reinforcing its presence in Indian cricket while underlining the growing commercial appeal of regional franchise-based competitions.
The partnership is one of the most substantial long-term sponsorship agreements associated with the league and is expected to enhance fan engagement opportunities throughout the tournament. Thums Up will enjoy category exclusivity across stadium operations, hospitality zones, fan activation areas and official league events, providing the brand with extensive visibility during the competition.
Currently underway, the inaugural edition of the Jharkhand T20 Cricket League runs from June 10 to June 23 and is being streamed live on JioHotstar. Organised under the aegis of the Jharkhand State Cricket Association (JSCA), the tournament has been launched to provide a professional platform for emerging cricketers from the state while creating new commercial opportunities within Jharkhand’s sporting ecosystem.
Commenting on the partnership, Biplab Chatterjee, Vice President, Coca-Cola Moon Beverages, Jharkhand, said, “As a leading bottling unit of Coca-Cola India, Moon Beverages Jharkhand is proud to be associated with the Jharkhand T20 league. We have always patronised sports and particularly Cricket, which is a religion in this country. We wish all success to this fabulous event which aims to showcase talented young cricketers from small cities and districts of Jharkhand who have it in them to make it big and play for the country in future. Is Toofani league ko Thumps Up ka Toofani salaam!”
Commenting on the development, Sambhav Jain, Director, AV24 Sports Private Limited, said, “We are delighted to welcome Thums Up as the Official Beverage Partner of the Jharkhand T20 Cricket League. A long-term commitment of this nature from one of India’s most respected consumer brands is a strong endorsement of the vision behind JT20CL and the immense potential that exists within Jharkhand’s sporting ecosystem.
“The league was created with the objective of building a sustainable platform for cricketing talent from the state while delivering a world-class experience for fans, partners and stakeholders. Partnerships such as these play a crucial role in accelerating that vision and helping establish JT20CL as a marquee sporting property for years to come.”
The agreement further strengthens the league’s commercial ecosystem midway through its inaugural season and highlights increasing brand confidence in state-level cricket properties as viable platforms for consumer engagement and long-term growth.
