Punjab Kings (PBKS) ink deal with HELL Energy Drink

The Punjab Kings (PBKS) have announced a three-year agreement with HELL Energy Drink, bringing it on board as their official energy drink partner.

The partnership, kicking off with the 2026 edition of the Indian Premier League (IPL), will entail logo placement for HELL Energy Drink on official Kings headwear (helmets and caps) as well as via matchday hydration points and fan-facing assets.

Additionally, the two parties will work on cricket development projects in Punjab, including talent-focused initiatives targeting young 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.”