BCCI teams up with Kingfisher Premium Packaged Drinking Water
The Board of Control for Cricket in India (BCCI) has joined forces with United Breweries Limited, which will see its brand Kingfisher Premium Packaged Drinking Water serve as the Official Good Times Partner of the Indian Premier League (IPL).
The multi-season deal, set to cover the 2026 to 2028 editions of the IPL, will see Kingfisher launch various campaigns and initiatives as part of broadcast, in-stadium, and off-field activations. This will include the Kingfisher Bird Cam, which will provide a unique “Good Times View” through the spider-cam during live matches, and the Good Times Zone, an in-stadium entertainment hub that will be set up during the play-offs to enhance matchday experiences.
Kingfisher will also support the IPL Fan Parks and work on boosting fan engagement.
Devajit Saikia, Honorary Secretary of the BCCI, commented:
“Tata IPL has always been at the forefront of redefining sports entertainment and fan engagement. Our collaboration with Kingfisher Premium Packaged Drinking Water brings together the passion of cricket fans and innovative fan experiences that extend beyond the stadium. Through initiatives that enhance both broadcast and on-ground engagement, this partnership will help create memorable moments for fans across the country who come together each season to celebrate the game.”
Vikram Bahl, Chief Marketing Officer, United Breweries Limited, said:
“Cricket in India is more than a sport, it is a shared cultural moment, with the IPL bringing that energy alive at scale. For Kingfisher Premium Packaged Drinking Water, being present at the heart of these moments, in partnership with the BCCI, is a natural extension of what we stand for. Through this association, we aim to enrich how fans experience the game, whether in stadiums, fan parks, community screenings or at home by bringing them closer to the action and making every match more immersive, social and memorable.”
