SPRITE has announced a three-year partnership with the Lucknow Super Giants (LSG), becoming the franchise’s official beverage partner for the upcoming Indian Premier League (IPL) seasons.
The collaboration represents a key strategic move for the brand in Uttar Pradesh, one of its high-priority markets, where Sprite has cultivated strong consumer loyalty with the support of regional bottling partners SLMG Beverages and Moon Beverages.
Aimed at deepening its connection with Gen Z and cricket-centric audiences, Sprite will leverage the association to expand its visibility during one of India’s most-watched sports leagues. The brand’s popular ‘Thand Rakh’ positioning, often centered around high-pressure cricketing moments, is set to gain further prominence through this partnership, a media rleease said.
The deal also highlights Coca-Cola’s continued commitment to Uttar Pradesh through its extensive bottling network, which plays a significant role in local employment, manufacturing, logistics, and cold-chain development.
The Coca-cola Company category head, sparkling flavours India & Southwest Asia Sumeli Chatterjee said, “We are thrilled to partner with Lucknow Super Giants to celebrate the unstoppable cricket passion that always electrifies our audience. This strategic association brings in Sprite’s chilled and refreshing Thand Rakh proposition to the high-impact IPL platform, creating unique experiences. Our partnership with the Lucknow Super Giants also underlines Sprite’s long-term focus on Uttar Pradesh, a priority growth market where we continue to invest in sustainability and year-round consumer engagement initiatives.”
LSG CEO Vinay Chopra shared, “At LSG, we partner with brands that share our drive to push boundaries and elevate the game for our fans. Sprite fits right in because this team is built on the same spirit, that is, staying cool under pressure. With this association, we are gearing up for a season packed with moments that inspire, add to the excitement in the stands, and stay with fans long after the final ball is bowled.”
SLMG Beverages joint managing director Paritosh Ladhani commented, “At SLMG Beverages, our focus has always been on strengthening product availability and bringing great beverages to consumers across Uttar Pradesh. With a state as large and varied as UP, partnerships like this help us understand how engagement builds and consumer trends evolve. Sprite’s association with the Lucknow Super Giants reflects that scale and connection.”
Moon Beverages vice chairman Anant Agrawal added, “We are proud to support a collaboration between two giants, LSG with its unbeatable spirit and Sprite with its unmistakable refreshment. For us, it’s an opportunity to amplify this collaboration with our market expertise, strong distribution network and consumer understanding, while delivering in-stadium experiences that keep fans refreshed all season long.”
