Evolving IPL Sponsorship Landscape Sees CP PLUS Align with Punjab Kings

Aditya Khemka, Managing Director at CP PLUS, says the partnership reflects a focus on performance and long term engagement, while Satish Menon, CEO of Punjab Kings, highlights alignment around consumer connect ahead of IPL 2026

The growing role of brand partnerships in the Indian Premier League is reshaping how companies engage with large scale audiences, with CP PLUS aligning with Punjab Kings as title sponsor for the 2026 season.
The collaboration was marked by the unveiling of the team’s new jersey in Mohali, reflecting a partnership that brings together a technology driven brand and a cricket franchise with a shared focus on performance and visibility.

As one of India’s most widely followed sporting platforms, the IPL continues to attract brands seeking to strengthen their presence among digitally active consumers. The association between CP PLUS and Punjab Kings highlights how companies are increasingly using sports ecosystems to build deeper engagement beyond traditional advertising.
The jersey serves as a key representation of this partnership, offering consistent visibility across match broadcasts, digital platforms and on ground experiences throughout the season. The collaboration is also expected to extend into fan engagement initiatives designed to connect with audiences across multiple touchpoints.

Aditya Khemka, Managing Director at CP PLUS, said, “This marks the beginning of a meaningful journey for CP PLUS. The unveiling of the Punjab Kings jersey reflects a deeper alignment built on shared ambition, innovation and the pursuit of excellence. Through this partnership, we aim to connect with audiences while reinforcing our commitment to enabling safer and smarter environments across India.”
Satish Menon, CEO of Punjab Kings, said, “We welcome CP PLUS into the Punjab Kings family. It is important for us to associate with a brand that values excellence and keeps the consumer at the centre. With a shared vision, we look forward to the upcoming season.”

Saurabh Arora, Chief Commercial Officer at Punjab Kings, added, “CP PLUS is a brand that people encounter regularly, which makes this collaboration a natural fit. Our focus is to build initiatives that create meaningful engagement and strengthen the connection between fans and the team.”
The IPL has become a key platform for brands to combine visibility with experience driven engagement. Partnerships such as this reflect a shift toward integrated strategies where technology, sport and consumer interaction come together.
As Punjab Kings prepare for IPL 2026, the collaboration with CP PLUS underscores how sponsorship models are evolving from branding presence to broader audience engagement across digital and physical environments.

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