Vida and KKR team up for a three season electric partnership

MUMBAI: Cricket jerseys are getting an electric upgrade and this one comes with serious wattage. Vida, Hero Motocorp’s emerging electric mobility brand, has signed on as the title partner of the Kolkata Knight Riders (KKR), locking in a three-season association that places the EV maker front and centre on one of the IPL’s most recognisable kits. The deal marks a decisive push by Vida into mainstream sport as it looks to tap younger, aspiration-driven audiences.

The partnership pairs two brands pitching themselves as future-facing. On one side is KKR, a franchise known for its bold branding and on-field aggression; on the other, Vida, positioning itself as a challenger in India’s fast-evolving electric two-wheeler market. The common thread: performance, ambition and a pitch to a generation keen to move faster whether on the crease or the road.

Under the agreement, Vida becomes the front-of-jersey title sponsor for KKR for the upcoming season, with the association running for three years. Beyond branding, the partnership will roll out a slate of fan engagement initiatives through the season, spotlighting performances defined by speed, agility and leadership cues carefully aligned with Vida’s electric-first mobility narrative.

KKR CEO Venky Mysore said the franchise looks to partner with brands “shaping the future”, adding that Vida’s electric mobility ambitions fit neatly with the team’s forward-looking ethos. For Vida, the tie-up offers visibility at the intersection of sport, culture and technology, a space increasingly crowded but still powerful.

Hero Motocorp chief business officer for emerging mobility business unit Kausalya Nandakumar said the association mirrors the confidence and resilience of what brands often describe as a “new India”, one that is comfortable with change and willing to embrace more sustainable choices.

The deal underlines a broader trend, electric mobility brands moving beyond functional messaging to tap emotion, fandom and cultural relevance. Cricket, with its unmatched reach and ritualised loyalty, remains the fastest lane into that conversation.

As the season unfolds, Vida and KKR will both be chasing momentum, one on the scoreboard, the other on India’s roads hoping that a shared jersey can help power progress in more ways than one.