Ather Energy Signs On as Associate Sponsor for India-NZ Series

Ather Energy has been announced as an Associate Sponsor for the India vs New Zealand white-ball series starting January 11, 2026.

The series will feature two One Day Internationals (ODIs) and three Twenty20 Internationals (T20Is) and is expected to attract strong television and digital viewership across India.

As part of the association, Ather Energy will run a high-frequency advertising campaign during match broadcasts. The partnership forms part of the company’s ongoing brand communication effort, “It’s Easy on an Ather,” which focuses on everyday riding use cases and practical benefits of its electric scooters.

The on-air communication during the series will highlight specific features including AutoHold™, SkidControl™ and Reverse Assist. These features are positioned around daily riding conditions such as traffic stops, low-speed control and parking manoeuvres.

• Ather Energy joins as associate sponsor for India vs New Zealand white-ball series
• Cricket sponsorship amplifies Ather’s “It’s Easy on an Ather” brand campaign
• Ather targets mass audiences as India-NZ series delivers high TV and digital reach

The campaign aims to present electric mobility as convenient and manageable for regular urban use rather than as a niche or technology-heavy product.

The sponsorship coincides with the return of senior Indian players Rohit Sharma and Virat Kohli to the national squad, a factor expected to drive higher audience engagement for the series. With consistent visibility across matches, Ather Energy is seeking to strengthen brand recall among cricket viewers during peak viewing periods.

Cricket remains one of the most effective mass-reach platforms in India, and the association allows Ather to engage with a broad demographic beyond existing electric vehicle users. The company has increasingly used large sporting and cultural properties to support awareness building as it expands its footprint across cities.

Also Read: Ather's "It's Easy on an Ather" Campaign Focuses on Daily Ease

Through this partnership, Ather Energy aims to reinforce its focus on rider experience and everyday practicality while continuing to build familiarity for electric two-wheelers among a wider consumer base. The India vs New Zealand series provides a national platform aligned with the brand’s objective of reaching mainstream audiences at scale.