NAVI UPI HAS announced a major expansion of its presence in the upcoming T20 cricket season, partnering with leading franchises including Royal Challengers Bengaluru, Chennai Super Kings and Sunrisers Hyderabad as the Official Payments Partner.
The move marks a strategic push by Navi to deepen its engagement with cricket audiences, leveraging one of India’s most-watched sporting properties to position its digital payments platform in high-frequency, real-world use cases.
Under the partnerships, Navi UPI will integrate its payment offerings across multiple fan engagement and match-day experiences, aiming to connect with millions of viewers both in stadiums and across digital platforms, a media release said.
Rajiv Naresh, Managing Director and CEO of Navi Limited, said the initiative reflects the company’s focus on embedding payments into everyday consumer behaviour. “The tournament brings together millions of people across the country in a way few platforms can. Our partnerships this season are about showing up where the energy is at its highest and connecting Navi UPI with everyday payment moments at scale,” he said.
He added that the expectation from digital payments today is “instant, seamless and effortless” transactions—an experience Navi UPI aims to deliver consistently.
As part of its campaign rollout, Navi UPI will introduce a series of team-linked activations and fan engagement initiatives throughout the season. These include the “Fastest Moment of the Match powered by Navi UPI” for RCB players, on-ground visibility through a cheerleader partnership with CSK, and social media-led contests designed to drive fan participation.
The company will also explore deeper payment-led integrations within the broader match ecosystem, aligning product usage with high-engagement moments during games.
Industry observers note that cricket—particularly the T20 format—continues to serve as a powerful cultural and commercial platform in India, cutting across geographies and demographics. With digital payments now firmly embedded in everyday transactions, such partnerships offer fintech players an opportunity to build visibility and relevance at scale.
Headquartered in Bengaluru, Navi Limited is a digital-first financial services company offering products across loans, insurance, mutual funds and UPI payments. The company has been expanding its consumer base by combining technology-driven solutions with simplified financial access.
The latest partnerships reinforce Navi UPI’s strategy of aligning with mass engagement platforms, as it looks to strengthen brand recall and drive adoption in a highly competitive digital payments market.
