THE BOARD OF CONTROL FOR CRICKET IN INDIA (BCCI) has partnered with Kingfisher Premium Packaged Drinking Water to elevate fan engagement during the TATA IPL 2026, marking a strategic expansion of the brand’s association with Indian cricket.
Under the agreement, Kingfisher has been named the Official “Good Times Partner” for the IPL from 2026 to 2028, extending its earlier collaboration with the Women’s Premier League into the men’s tournament. The partnership is centred on delivering a more immersive, fan-first experience across multiple touchpoints, including broadcast, stadiums and digital platforms.
Among the key initiatives is the introduction of the “Kingfisher Bird Cam,” a branded spider-cam feature that offers a unique in-game viewing angle described as the “Good Times View.” Additionally, the brand will launch the “Good Times Zone,” an in-stadium entertainment hub during the IPL playoffs aimed at enhancing the match-day atmosphere for spectators.
The collaboration extends beyond stadiums to include activation at IPL Fan Parks across multiple cities, enhanced public screening experiences at social venues nationwide, and digital contests and engagement campaigns linked to match moments These initiatives are designed to bring fans closer to the action, whether they are attending matches in person or following the tournament remotely.
