Mumbai: Ather Energy, an electric two-wheeler manufacturers, has been announced as an Associate Sponsor for the ongoing India vs New Zealand white-ball series, comprising two One Day Internationals (ODIs) and three T20 Internationals (T20Is), which began on January 11, 2026.
As part of the association, Ather Energy will roll out a high-frequency advertising presence across match broadcasts, enabling the brand to connect with millions of cricket viewers nationwide. The partnership aligns with Ather’s current brand campaign, It’s Easy on an Ather, which underscores how thoughtful engineering and rider-centric features such as AutoHold™, SkidControl™, and Reverse simplify everyday commuting.
The India–New Zealand series is expected to attract strong national viewership, particularly with the return of marquee players Rohit Sharma and Virat Kohli to the squad. With ad spots running consistently throughout the matches, Ather aims to leverage cricket’s mass appeal to expand its reach and deepen brand awareness.
This sponsorship forms part of Ather Energy’s broader strategy to engage a wider consumer base and reinforce its positioning as an experience-first electric mobility brand. By associating with a high-attention sporting property, Ather seeks to showcase how its technology-driven innovations enhance everyday riding for Indian consumers.
