CE DESK 
Hell Energy Drink becomes Punjab Kings’ official energy drink partner for IPL 2026-2028, with helmet branding, fan activations, and grassroots cricket support in Punjab.Â
Hell Energy Drink has entered into a three-year partnership with the Indian Premier League franchise Punjab Kings, becoming the team’s official energy drink partner starting from the IPL 2026 season. Under this multi-year agreement, Hell Energy Drink will have prominent brand visibility on the back of Punjab Kings’ helmets and caps, as well as on hydration setups during matches and through fan engagement activities.
The partnership goes beyond brand placement, aiming to support grassroots cricket development in Punjab via talent-focused programs for young players. Punjab Kings’ CEO Satish Menon expressed enthusiasm about the alliance, highlighting the new opportunities it will create for emerging cricket talent in the region and the mutual growth potential for both brands. Saurabh Arora, Chief Commercial Officer of Punjab Kings, emphasized that the strategic alliance is rooted in shared vision and synergy, aiming to enhance brand presence and connect deeply with fans.
Hell Energy Drink’s Director Unnikannan Gangadharan said the association reflects a shared spirit of intensity, endurance, and excitement, aligning with the fearless energy of Punjab Kings and the sport of cricket itself. This partnership marks a significant entry for Hell Energy Drink into India’s high-energy sports sponsorship arena.
