The Punjab Kings are enjoying a significant upswing in commercial momentum this season. Chief Commercial Officer Saurabh Arora shared insights into how the franchise has transformed both its brand strategy and revenue model heading into IPL 2025. At the core of this transformation is a bold, digital-first approach that’s redefined the team’s connection with fans and sponsors alike.
Commercial growth and brand partnerships
“Commercially, we’ve had a standout year. Sponsorship revenue has grown by over 25%, driven by a mix of long-standing renewals and new, credible brand associations,” Arora revealed in a conversation with Ad Gully. “We’re not just closing sponsorships – we’re co-creating content-led brand campaigns and IPs that deliver deeper engagement and visibility.”
New sponsors this season include Spinner, Kingfisher, Freemans Measuring Tools, and Kshema General Insurance, joining returning partners such as Avon, BKT, Jio, Dream11, and Kent. Arora noted that the merchandise strategy has also evolved, blending content and influencer marketing to drive sales. “We’re using digital as the backbone of all commercial storytelling – making every partnership feel authentic and impactful,” he added.
Digital-first strategy and brand identity
That digital-first mindset is also reflected in how Punjab Kings builds its identity. “For IPL 2025, Punjab Kings has anchored its marketing strategy around being a truly Digital-First team,” said Arora. The goal is to create direct connections with fans through culture-led content and real-time storytelling. “We’re focused on reaching wider audiences at lower costs, especially Gen Z and Millennials – people who shape the culture and voice online.”
This approach isn’t just about being present on platforms; it’s about consistent relevance. “Our goal is to stay relevant beyond match days, building emotional loyalty and community through reels, and authentic narratives,” Arora explained. “Being digital-first also gives us a level playing field; we can punch above our weight, regardless of on-field outcomes.”
Performance-driven content and sponsor integration
Arora emphasized that sponsors today are looking for more than visibility—they want resonance. “Every piece of content is backed by data – we track, learn, and optimize constantly,” he said. “It’s not just about the score – it’s about belonging to something bigger, and that’s what drives our strategy.”
That philosophy extends to brand partnerships, too. “At Punjab Kings, we only partner with brands that genuinely align with our values, purpose, and the expectations of our fanbase,” Arora said. Every association goes through a rigorous vetting process. “It’s not just about putting a logo on a jersey; it’s about building integrated campaigns that bring mutual value.”
This season, that approach has paid off with new partnerships like Adidas Perfumes, Dazller Cosmetics, and Real Cricket, alongside renewals with Dream11, BKT, Jio, Avon, and Kent. “Each relationship is designed to go beyond visibility and become part of the larger Punjab Kings experience,” he said.
Fan engagement and cultural storytelling
On the fan engagement front, Arora believes the team’s identity is built off the field as much as on it. “We believe fan engagement goes far beyond match days – it’s about building a connection with the people behind the jerseys,” he said. Recent examples include Ricky Ponting’s dramatic introduction, Yuzi Chahal’s Holi welcome video, and a Bollywood-style match schedule reveal. “Fans love seeing their players in real, relatable moments… It’s about authenticity, accessibility, and pride in the badge.”
Bold tone and brand differentiation
When it comes to brand voice and tone, Punjab Kings sets itself apart from its peers. “Punjab Kings stands out by being culture-first and fan-focused. While some teams lean on legacy or trophies, we differentiate ourselves by being real, fun, and emotionally accessible to our fans,” Arora said. “Our brand tone is rooted in boldness, relatability, and authenticity.”
Modern content formats and 24/7 engagement
That authenticity is delivered through content that’s tailored for modern digital consumption habits. “We’ve already evolved into a digital-first team,” Arora noted. “Our strategy is built around short-form, long form, mobile-first content, real-time reactions, all in a tone that reflects the internet culture.”
Whether it’s Instagram Reels, YouTube Shorts, or meme-led engagement, every campaign is guided by data. “We’ve shifted from campaigns to conversations, and it’s helping us stay connected 24/7,” he added.
Exploring new market opportunities
Looking ahead, Punjab Kings is exploring new frontiers. “We’re actively expanding our universe beyond the IPL. Esports and gaming partnerships, like our tie-up with Real Cricket, are unlocking new fan demographics,” Arora said.
The team is also developing loyalty programs, original digital shows, and branching into lifestyle categories like fashion, food, and regional content. “The idea is to make Punjab Kings not just a cricket team, but a 360° brand experience,” he concluded.
With sharp commercial execution, a digital-first fan ecosystem, and a culture-driven brand philosophy, Punjab Kings are setting a new standard for how IPL franchises can operate both on and off the pitch.
