Punjab Kings inks new deal with HELL Energy Drink

Indian Premier League (IPL) franchise Punjab Kings have announced a multi-year partnership with beverage brand HELL Energy Drink who will join as the team’s Official Energy Drink Partner starting from the 2026 season onwards. The three-year partnership will see the HELL Energy Drink logo present on the back of the Punjab Kings’ helmets and caps. 

HELL Energy Drink will also have visibility on hydration setups and promotional activities which are aimed at fan engagement. Punjab Kings and HELL Energy Drink additionally will also work together to support grassroots cricket programs across Punjab to provide support for the upcoming players. 

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, said,

“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.”

Unnikannan Gangadharan, Director, HELL Energy Drink, added,

“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.”