The Board of Control for Cricket in India (BCCI) has expanded its tie-up with the Kingfisher bottled water brand.
Through the agreement, Kingfisher Premium Packaged Drinking Water, owned by United Breweries Limited, becomes an official partner of men's Twenty20 cricket's iconic Indian Premier League (IPL) through the 2028 season, adding to its exisisting sponsorship of the Women's Premier League (WPL).
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The deal was unveiled on March 28, with the 2026 edition of the 10-team IPL having gotten underway the same day.
Through this deal, Kingfisher will launch a range of activations, including the Kingfisher Bird Cam, as well as the Kingfisher Good Times Zone, an in-stadium entertainment centre during the post-season playoffs designed to enhance the atmosphere. The brand will also run digital contests and engagement programs.
Devajit Saikia, the BCCI's honorary secretary, has said: "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, United Breweries' chief marketing officer, added: "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.”
Kingfisher become a WPL partner through a deal announced last November, coming in as one of that property's premier commercial partners.
Late last week also saw Google India and the IPL expand their tie-up, for this year's tournament.
The Google Search AI Mode platform thus becomes a premier partner of the 2026 IPL.
The partnership will result in live broadcasts of the IPL being integrated with analysis and statistics powered by Google's AI technology.
Other sponsors of this year's league include Tata Group, title partner through 2028, RuPay, CEAT Tyres, My11Circle, and Wonder Cement.
This year's IPL will run between March 28 and May 31.
