HELL ENERGY DRINK has announced that beginning IPL 2026 it will serve as the Punjab Kings team’s Official Energy Drink partner for the next three seasons.
The brand’s logo will be positioned at the back of the players’ helmets and caps, while accompanying players and fans through high-visibility, hydration integrations, and consumer-facing promotional initiatives that celebrate energy, endurance, and passion for cricket. Beyond brand integration, the partnership aims to nurture emerging cricket talent in Punjab through grassroots initiatives—fueling the aspirations of the next generation and strengthening the sport’s foundation in the region, a media release said.
Unnikannan Gangadharan, Director, Hell Energy, said, “HELL energy drink and cricket share the same spirit of intensity, endurance, and excitement. We are thrilled to partner with Punjab Kings, a team that embodies the fearless energy and drive that define HELL energy drink. This is more than a sponsorship — it reflects our shared passion for performance and the unstoppable spirit of cricket.”
Satish Menon, CEO, Punjab Kings, commented, “We are delighted to partner with HELL Energy Drink for the upcoming season. This collaboration will open new opportunities for young and upcoming players in the region through our talent hunt program, and will create strong value and growth for both brands.”
Saurabh Arora, Chief Commercial Officer, Punjab Kings, added, “Our long-term strategic alliance with HELL energy rrink goes far beyond a commercial partnership. It reflects a shared vision and synergy that supports our ambitions. We firmly believe that this collaboration will significantly elevate our brand presence while also resonating deeply with our fans.”
