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Deccan Chargers in sponsorship deal with Jaypee Cements, TVS Motor
MUMBAI: IPL franchise Deccan Chargers has added two more sponsors to their roster. While Jaypee Cements has come on board as principal sponsor, TVS has joined as co-sponsor.
Jaypee incidentally was the team sponsor of the team in the inaugural edition of the IPL, but backed out following the teams miserable performance in the tournament.
TVS, on the other hand, is also associated with Pune Warriors India as the team sponsor. As co-sponsor of Deccan Chargers, TVS Motor company’s logo will feature on the non-leading arm.
Jaiprakash Associates Ltd. Director & CFO Rahul Kumar said, “Our Group’s flagship brand “Jaypee Cement” has always been known for its solidity and credibility – qualities that are present in the Deccan Chargers as well. We are very happy to forge this solid partnership and wish the Deccan Chargers team the very best in IPL-5.”
Announcing the association, TVS Motor Company President Marketing H S Goindi said, “Cricket has become a sport with global appeal that promotes hard work, commitment, competition and excellence, values which we also share. We are proud to support a team that is dedicated to cultivating the next generation cricketers and look forward to a great relationship with one of IPL’s top squads.”
Earlier, Chargers had inked a three-year multi-million dollar deal with global airline company Emirates for a period of three years.
Additionally, McDowell‘s No 1 is Fan Friendzy sponsor while other partners include Kingfisher Premium as Good Times partner, Puma as apparel sponsor, Xenoh as deodrant partner, Muffins Innovations as tablet pc partner, Apollo Hospitals as medical partner, and Oakley as eyewear partner.
The media partners include Deccan Chronicle as print media partner, TV5 News as electronic media partner, Ad Age as outdoor partner and Big FM as radio partner.
MAM
Budweiser launches ‘Let It Pour’ platform for FIFA World Cup 2026
Campaign spans 40 plus markets with fan events, merchandise and global film.
MUMBAI: When the whistle blows, Budweiser wants the celebrations to flow just as freely. The beer brand has unveiled ‘Let It Pour’, its global football platform for the FIFA World Cup 2026, kicking off a four-year build-up with a campaign designed to turn fandom into a shared, full-throttle experience. Rolling out across more than 40 countries, including India, the initiative blends on-ground activations, merchandise and a star-led global film to capture the emotional surge of the sport’s biggest stage.
At the centre of the campaign are football heavyweights Erling Haaland and Jürgen Klopp, who front the messaging around passion, performance and collective celebration. For Haaland, set to make his FIFA World Cup debut in 2026, the platform mirrors the intensity of a moment he has long worked towards, while Klopp lends his signature energy to amplify the spirit of fans coming together.
The campaign’s global film leans into that shared emotion where matches spill beyond stadiums into homes, bars and city streets over the tournament’s 39-day run. Set to Joe Cocker’s Feelin’ Alright, it captures how football blurs boundaries, turning strangers into teammates and moments into memories.
Beyond storytelling, Budweiser is building a broader ecosystem around the campaign. The Bud Fan Store will offer exclusive tournament-inspired merchandise, from football kits to branded apparel, while Bud FC developed with Wink will host experiential fan events across select markets, recreating stadium-like energy in festival settings.
India forms a key part of this push. With football fandom on the rise, particularly among younger audiences, Budweiser 0.0 is positioned to anchor local activations, bringing fans closer to the global spectacle through community-led experiences.
The move reinforces Budweiser’s four-decade association with the FIFA World Cup, but also signals an evolution in approach. Instead of simply sponsoring the game, the brand is leaning into culture creating multiple touchpoints where fans can participate, not just watch.
In a tournament where every goal sparks a reaction, Budweiser is betting that the real win lies in how loudly and how collectively that reaction pours out.
