Hell Energy Drink Announces Three-Year Partnership With Punjab Kings as Official Energy Drink Partner

MUMBAI:

HELL ENERGY DRINK, one of the world’s fastest-growing energy drink brands, has announced a strategic and powerful alliance with one of the most exciting and dynamic Indian Premier League (IPL) franchises, Punjab Kings. Beginning IPL 2026, HELL ENERGY DRINK will serve as the team’s Official Energy Drink Partner for the next three seasons.

This long-term association brings together two bold, high-adrenaline brands united by a shared philosophy of intensity and performance. As the Official Energy Drink Partner, HELL ENERGY DRINK 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, fuelling the aspirations of the next generation and strengthening the sport’s foundation in the region. 

Unnikannan Gangadharan, Director, HELL-ENERGY PRIVATE LIMITED 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 DRINK 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.”