Hell Energy Ties Up with Punjab Kings for Three-Season IPL Deal

Hell Energy Drink has partnered with Punjab Kings as the official energy drink sponsor for the next three Indian Premier League (IPL) seasons.The agreement includes branding visibility across Punjab Kings' match assets, including player helmets, caps, dugout areas and fan-engagement zones.

As part of the tie-up, Hell Energy will also support grassroots cricket initiatives in Punjab through talent-hunt programmes and community-based activities.

A spokesperson from Hell Energy said the partnership aligns with the brand’s focus on performance and sport. The company also aims to use IPL as a platform to expand its presence in India’s fast-growing energy drink market.

Punjab Kings’ CEO said the collaboration brings marketing and commercial value to the franchise while also offering opportunities for young players in the region. The leadership added that the long-term nature of the deal reflects confidence in the team’s fan reach and engagement potential.

• Hell Energy signs three-season IPL sponsorship with Punjab Kings
• Partnership includes branding, fan activations and grassroots support
• Deal aims to boost Hell Energy market presence in India

The partnership will roll out with the next IPL season and includes integrated marketing activities targeting stadium audiences, broadcast viewers and digital platforms.

Hell Energy plans to activate consumer campaigns during matches, focusing on sampling, retail tie-ins and fan-zone experiences. Both organisations expect the association to strengthen brand visibility and strengthen Punjab Kings’ commercial portfolio ahead of future seasons.

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With this agreement, Hell Energy becomes one of the latest consumer brands to enter long-term IPL sponsorship, signalling continued commercial interest in the league’s growing audience base.