New Delhi: 8PM Packaged Drinking Water, from the house of Radico Khaitan Limited, has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026.
As one of the country’s most celebrated sporting events, the league continues to command massive viewership and fan engagement, offering brands a powerful platform to connect with audiences at scale. The partnership marks a strategic move by the brand to align with high-energy sporting moments while strengthening its visibility during the cricket season.
Building on this association, the brand has introduced its campaign thought, “Rise in Orange, Celebrate with Black.” The idea traces the journey from on-field intensity—represented by the team’s iconic orange—to off-field celebrations anchored by 8PM Premium Black Packaged Drinking Water. The campaign reflects the brand’s focus on shared moments, mirroring the spirit, intensity, and camaraderie that define modern cricket.
Commenting on the partnership, Kunal Madan, Chief Marketing Officer, Radico Khaitan Limited, said, “We are delighted to be associated with Sunrisers Hyderabad for India’s Premier Cricket League 2026, a platform that epitomises scale, energy, and national passion. With the league’s unmatched reach and the team’s strong fan following, we see this as an opportunity to connect meaningfully with consumers across the country. Through this association, we aim to contribute to the dynamic landscape of Indian cricket and further strengthen its stature as a sport that inspires millions.”
Sunrisers Hyderabad enters the season with a strong lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, positioning it as one of the most exciting teams this year.
Commenting on the association, a spokesperson from Sunrisers Hyderabad said, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers Hyderabad family. As a team, we are committed to delivering high-performance cricket and engaging meaningfully with our fans. This association brings together shared values of energy, resilience, and excellence, and we look forward to an exciting season ahead.”
The collaboration reflects the brand’s alignment with the core values of modern cricket—energy, performance, and the relentless pursuit of excellence. By leveraging the league’s extensive reach and emotional connect, 8PM Packaged Drinking Water aims to deepen consumer engagement and strengthen brand affinity across markets.
The move also underscores Radico Khaitan Limited’s continued investment in marquee sporting platforms as part of its broader strategy to build contemporary, consumer-centric brands aligned with evolving aspirations.
