Punjab Kings’ IPL sponsorship revenue has grown by over 25%: Saurabh Arora

Ever wondered how a team builds a loyal fanbase that sticks through thick and thin? Or how do they score big partnerships beyond the boundary lines?

In conversation with Adgully, Saurabh Arora, Chief Commercial Officer of Punjab Kings, unlocks the strategies that are turning this IPL franchise into a digital powerhouse. We’re talking six-smashing insights into fan engagement, brand partnerships that hit it out of the park, and a masterclass on navigating the ever-evolving digital landscape. Arora reveals how Punjab Kings is redefining the rules of the game, one digital delivery at a time.

Punjab Kings has a unique brand identity within the IPL. Could you elaborate on the core marketing strategy team for IPL 2025?

For IPL 2025, Punjab Kings has anchored its marketing strategy around being a truly Digital-First team. This means creating direct connections with fans through relatable content, real-time storytelling, and culture-led engagement that resonates across platforms. We’re focused on reaching wider audiences at lower costs, especially Gen Z and Millennials – people who shape the culture and voice online.

Our goal is to stay relevant beyond match days, building emotional loyalty and community through reels, and authentic narratives. This approach not only amplifies our brand consistently but also offers stronger, year-round value to sponsors. Every piece of content is backed by data – we track, learn, and optimize constantly. Being digital-first also gives us a level playing field; we can punch above our weight, regardless of on-field outcomes. For our fans, it’s not just about the score – it’s about belonging to something bigger, and that’s what drives our strategy.

How does Punjab Kings select and manage its brand associations and partnerships?

At Punjab Kings, we only partner with brands that genuinely align with our values, purpose, and the expectations of our fanbase. Every association goes through a careful evaluation process – we look for long-term relevance, shared storytelling potential, and strong synergy with our digital-first voice. It’s not just about putting a logo on a jersey; it’s about building integrated campaigns that bring mutual value. This season, we’ve welcomed new partners like Adidas Perfumes, Dazller Cosmetics, and Real Cricket, while also renewing key partnerships with trusted names like Dream11, BKT, Jio, Avon, and Kent. Each relationship is designed to go beyond visibility and become part of the larger Punjab Kings experience.

Fan engagement is crucial in the IPL. What innovative strategies does Punjab Kings use to connect with its fans both online and offline?

We believe fan engagement goes far beyond match days – it’s about building a connection with the people behind the jerseys. Our content is emotion-led and personality-driven, from Ricky Ponting’s dramatic introduction to Yuzi Chahal’s Holi welcome video or announcing our match schedule…in true Bollywood style. Fans love seeing their players in real, relatable moments, and we make that possible with behind-the-scenes stories, cultural content, and fan-first digital IPs. While match day activations are key, our true differentiator is how we keep fans engaged in the off-season – making them feel part of the team’s journey every single day. It’s about authenticity, accessibility, and pride in the badge.

How does Punjab Kings approach the commercial aspects of the IPL, including merchandise sales, sponsorships, and 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. We’re not just closing sponsorships – we’re co-creating content-led brand campaigns and IPs that deliver deeper engagement and visibility. New partners this season include Spinner as our energy partner, Kingfisher, Freemans Measuring Tools, and Kshema General Insurance. We’ve also retained major partners like Avon, BKT, Jio, Dream11, and Kent. The merchandise continues to be integrated with content and influencer strategy to drive sales, and we’re using digital as the backbone of all commercial storytelling – making every partnership feel authentic and impactful.

How does Punjab Kings differentiate itself from other IPL franchises in terms of its market positioning and brand offering?

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. Our brand tone is rooted in boldness, relatability, and authenticity – whether it’s how we communicate, our player-first content, or the way we launch new signings. We showcase the personalities of our players and celebrate the vibe of our fans. The goal isn’t just to entertain, but to build a community that lives and breathes Punjab Kings, every day of the year.

How does Punjab Kings plan to adapt its market strategies to the evolving digital consumption habits of its target audience?

We’ve already evolved into a digital-first team. Our strategy is built around short-form, long form, mobile-first content, real-time reactions, all in a tone that reflects the internet culture. From Instagram Reels and YouTube Shorts to creator collaborations and meme-led engagement, we speak the language our fans use daily. Every campaign is informed by data – what works, what trends, and what resonates – allowing us to be nimble, relatable, and always in tune with our audience. We’ve shifted from campaigns to conversations, and it’s helping us stay connected 24/7.

What new market opportunities is Punjab Kings exploring to diversify its revenue streams and enhance its brand presence?

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. We’re building digital IPs that go beyond match highlights – from lifestyle content to travel formats and original shows. Fan loyalty programs are in development, rewarding superfans not just for purchases, but for engagement. We’re also exploring non-cricket verticals like fashion, food, and regional content to broaden our appeal and monetize beyond match season. The idea is to make Punjab Kings not just a cricket team, but a 360° brand experience.