Kingfisher Premium Packaged Drinking Water 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, marking an expansion of its association with Indian cricket.
The agreement follows the brand’s earlier collaboration with the Women’s Premier League and extends its presence into the men’s IPL, with a focus on fan engagement across broadcast, in-stadium and digital platforms.
As part of the partnership, the brand will introduce a set of initiatives aimed at enhancing the viewing and match-day experience. These include the ‘Kingfisher Bird Cam’, offering a spider-cam perspective during live matches, and the ‘Good Times Zone’, an in-stadium entertainment area during the play-offs. The company will also be involved in IPL Fan Parks, public screenings and digital campaigns designed to engage audiences beyond the stadium.
“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,” said Vikram Bahl, Chief Marketing Officer, United Breweries Limited.
“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,” said Devajit Saikia, Honorary Secretary, BCCI.
