Amaron has entered the Indian Premier League 2026 season with a dual-franchise strategy, partnering with Delhi Capitals and Kolkata Knight Riders.
The move gives the brand strong visibility across two major teams while tapping into one of sport’s largest commercial ecosystems.
Franchise alignment highlights long-season performance theme
The partnerships are built around shared values of endurance and consistency—key traits in a tournament that stretches across weeks and tests squad depth.
Sunil Gupta, CEO, Delhi Capitals said, “We are delighted to have Amaron come on board the Delhi Capital’s family for the new season. We’re pleased to partner with a brand that shares our belief in building sustained excellence over time, and we look forward to a fruitful partnership and an exciting season ahead together.”
A spokesperson from Kolkata Knight Riders, said, “The IPL is a long season that really tests how teams hold up over time. We’re happy to have Amaron with us as we take on that challenge this year.”
‘The long game is played in the quiet’ campaign anchors strategy
Central to Amaron’s IPL activation is its campaign, “The Long Game is Played in the Quiet”, which deliberately contrasts the league’s high-energy environment.
Chandrasekhar Radhakrishnan, Chief Business Officer, Automotive and Home Energy Business (India and SAARC), Amara Raja Energy and Mobility Limited expressed, “The IPL is one of the loudest sporting platforms in the country, but the long game is played in the quiet. It’s built on discipline, preparation, and consistency, long before the stadium fills.
“That’s what Amaron stands for: quietly powering long, sustained performance. Through our partnerships with Delhi Capitals and Kolkata Knight Riders, we’re bringing this idea to life celebrating the work that happens in the quiet, away from the hype and applause,” Radhakrishnan added.
Rather than amplifying matchday spectacle, the brand is focusing on helmet sponsorship—symbolising the moment of concentration and execution at the crease.
IPL scale continues to attract major brands
The timing of the deal reflects the IPL’s sustained commercial growth, with top matches surpassing 160 million TV viewers and even wider reach through digital distribution and shared viewing.
For brands like Amaron, this creates a platform not just for mass awareness, but for layered storytelling tied to performance and resilience.
Long-term brand play in cricket ecosystem
Amaron’s IPL entry signals a longer-term investment strategy rather than a one-season push. By aligning with two franchises and anchoring messaging around discipline and durability, the brand is reinforcing its “Lasts Long” positioning within cricket’s biggest marketplace.
