8PM Packaged Drinking Water Joins SRH as Trouser Sponsor for IPL 2026

Why It Matters

The sponsorship gives 8PM nationwide exposure to one of the world’s most watched sports leagues, accelerating brand awareness and market share in the competitive bottled‑water segment. It also signals Radico Khaitan’s strategic commitment to high‑impact sports partnerships.

Key Takeaways

• 8PM becomes lead trouser sponsor for Sunrisers Hyderabad in IPL 2026
• Campaign “Rise in Orange, Celebrate with Black” ties performance to celebration
• Partnership expands Radico Khaitan’s sports‑marketing footprint in India
• Brand gains exposure to IPL’s massive national and global audience
• Sponsorship aligns with consumer focus on hydration during high‑intensity sports

Pulse Analysis

The Indian Premier League continues to be the premier platform for brands seeking mass exposure, with apparel sponsorships offering daily visibility across stadiums, broadcasts, and digital content. By securing the lead trouser slot for Sunrisers Hyderabad, 8PM Packaged Drinking Water taps into a fan base that averages over 400 million viewers worldwide each season. This placement not only places the logo on the team’s kit but also integrates the brand into on‑field narratives, amplifying recall whenever the team’s orange and black colors dominate the pitch.

Hydration is a top priority for Indian consumers, especially during high‑energy events like cricket matches. 8PM, part of Radico Khaitan’s beverage portfolio, has leveraged this trend by launching the “Rise in Orange, Celebrate with Black” campaign, which links on‑field success with post‑match celebrations. The messaging resonates with a demographic that values performance‑driven lifestyles, positioning 8PM as the go‑to refreshment for both athletes and fans. By aligning the brand with the team’s orange jersey and the celebratory black tones, the campaign creates a visual cue that reinforces product relevance.

From a corporate perspective, the deal underscores Radico Khaitan’s aggressive push into sports marketing, a sector that has delivered double‑digit growth for consumer brands in recent years. The partnership is expected to boost 8PM’s market share in the competitive bottled water segment, where premium positioning is increasingly tied to lifestyle affiliations. Moreover, the visibility afforded by IPL’s digital and social media amplification offers measurable data points for future campaigns. As the league’s brand equity continues to rise, sponsors like 8PM stand to reap long‑term loyalty benefits beyond the 2026 season.