Chandigarh, Apr 03: Budweiser 0.0 today announced a landmark partnership with Punjab Kings – a leading franchise in India’s biggest T20 cricket league. This collaboration marks Budweiser 0.0’s debut in the 19th edition of the tournament, representing a significant step forward in the brand’s growing cricket journey in the country.
With this association, Budweiser 0.0 will engage Punjab Kings’ fans, celebrating the pride, traditions, and match-day rituals that define local cricket culture. As one of the largest sporting platforms in the world, this league provides the ideal stage to deepen fan connections through the pride, loyalty and energy that fuel the tournament.
Commenting on the announcement, Vineet Sharma, Vice President, Marketing & Trade Marketing, AB InBev India, said, “Cricket is one of India’s most powerful cultural connectors, and our debut partnership with the ICC Men’s T20 World Cup 2026 reaffirmed the depth of fan passion behind it. At Budweiser 0.0, we see ourselves at the forefront of culture – acting as trendsetters for evolving fan expression, shaping how young India engages with sport, and setting the tone for how it shows up today. Entering the country’s biggest T20 cricket league, a platform widely loved by Indians, is a deliberate step in this journey – taking the brand from national fandom to the heart of city fandom. Through our partnership with Punjab Kings, we’ll celebrate the pride, traditions, and energy that define Indian cricket fandom, while creating experiences that keep fans at the heart of the game.”
Speaking on the partnership, Satish Menon, CEO, Punjab Kings, said, “Budweiser is a brand that has consistently been at the forefront of creating iconic fan experiences across sports globally. At Punjab Kings, we are always looking to elevate how our fans engage with the game, both in-stadium and beyond. This partnership is a strong step in that direction, and we’re excited to bring together the energy of our fans with Budweiser’s legacy in sport and entertainment.”
“Budweiser is a brand that connects well with audiences, and we are elated to be working together with them this season. The partnership is based on a shared understanding of how fans experience the game, and we look forward to building simple, relevant moments that add to that,” added Saurabh Arora, CCO, Punjab Kings.
The partnership builds on Budweiser 0.0’s ongoing “In the Hands of Fans” campaign, extending its focus from a shared national moment to the city-level passion and fierce team loyalties that shape the tournament. Through this team partnership, Budweiser 0.0 will celebrate how fans shape the identity of their teams and bring the spirit of the game to life, on and off the field. As part of its debut this season, Budweiser 0.0 will also launch limited-edition merchandise inspired by the team, giving fans a tangible way to express their loyalty and be part of the season.
With this move, the brand continues to strengthen its presence in Indian cricket, reinforcing its focus on fan-led storytelling and culturally relevant experiences.
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