Bangalore: Kingfisher Premium Packaged Drinking Water from United Breweries Limited, part of HEINEKEN, has partnered with the Board of Control for Cricket in India (BCCI) as the Official Good Times Partner for the Indian Premier League (IPL) from 2026 to 2028.
The association builds on a successful collaboration during the TATA Women’s Premier League and marks the brand’s expanded presence in the men’s TATA IPL. The partnership is focused on delivering immersive, fan-first experiences aimed at enhancing engagement across the tournament.
As part of the collaboration, Kingfisher will roll out a range of initiatives spanning broadcast, in-stadium and off-field activations. These include the Kingfisher Bird Cam, which will provide a unique “Good Times View” through the spider cam during live matches, and the Good Times Zone, an in-stadium entertainment hub set up during the play-offs to elevate the match-day atmosphere.
The brand will also support TATA IPL Fan Parks and enhance match screening experiences across social venues nationwide, complemented by digital contests and engagement campaigns designed to connect fans more closely with key moments of the season.
Vikram Bahl, Chief Marketing Officer, United Breweries Limited, added, “Cricket in India is more than a sport, it is a shared cultural moment, with the IPL bringing that energy alive at scale. For Kingfisher Premium Packaged Drinking Water, being present at the heart of these moments, in partnership with the BCCI, is a natural extension of what we stand for. 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.”
Devajit Saikia, Honorary Secretary, BCCI, added, “Tata IPL has always been at the forefront of redefining sports entertainment and fan engagement. 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.”
With the upcoming IPL seasons, the partnership aims to enhance the viewing and on-ground experience for millions of cricket fans across India, reinforcing the tournament’s position as one of the country’s biggest sporting and entertainment spectacles.
