Jindal Stainless has announced its first-ever association with the Sunrisers Hyderabad, coming on board as the team’s Official Stainless Partner. The collaboration marks the brand’s entry into cricket-led marketing, leveraging the scale and cultural relevance of the Indian Premier League to strengthen consumer engagement and visibility.
The partnership grants Jindal Stainless exclusive branding rights across key product categories, including stainless steel pipes and tubes, rebars, kitchenware and sinks. Through this, the company aims to integrate its product portfolio into a high-impact sporting environment while building familiarity across a broader consumer base.
The association is positioned as a strategic move to tap into cricket’s widespread appeal, particularly among younger audiences. Abhyuday Jindal, managing director, Jindal Stainless, said, "Sunrisers Hyderabad is one of the top teams, consistently enthralling audiences with its high-octane performance. Our partnership with SRH marks an important step in our brand journey towards building a stronger connect with consumers. There is no better platform than cricket, one of the most powerful cultural forces, to drive this forward. As we continue to expand our presence across multiple regions in the country, this collaboration will help showcase the versatility and effectiveness of stainless steel in everyday applications to a wider audience."
The partnership also aligns with broader brand-building efforts, focusing on storytelling and contextual relevance rather than traditional product-led communication. By associating with a performance-driven franchise, Jindal Stainless seeks to mirror attributes such as resilience, durability and consistency—qualities inherent to both the sport and its products.
K Shanmugam, ceo, Sunrisers Hyderabad, said, "We are delighted to have Jindal Stainless as our Official Stainless Partner. This collaboration brings together two brands that are driven by performance, resilience and commitment to excellence. We are confident that this association will help build strong connect across diverse audiences while creating long-lasting value for both brands."
The campaign extends beyond static branding into a multi-platform engagement strategy. Jindal Stainless will leverage premium content opportunities featuring SRH players, along with full team imagery and digital integrations across platforms. The brand will also activate its presence in stadiums through kiosks and on-ground engagements during matchdays, ensuring direct interaction with fans.
Additionally, the collaboration includes co-created content initiatives across SRH’s official digital channels, amplifying reach and engagement. A key aspect of the strategy is its extension into the company’s partner ecosystem, where approved co-branded assets will be made available for use across retail, trade and local market initiatives. This approach allows the campaign to scale beyond the primary association, enabling consistent messaging across multiple touchpoints.
Vijay Sharma, director - corporate affairs, Jindal Stainless, said, "This association is designed to go beyond visibility and create meaningful engagement across the ecosystem. By collaborating with a high-energy franchise like Sunrisers Hyderabad, we are creating stronger recall through a sharper and more relatable brand narrative. The partnership also helps us extend its value across our wider partner landscape, supporting stronger co-branded outreach during a high-impact sporting season."
Overall, the partnership reflects a shift towards sports-led brand storytelling, using cricket’s emotional and cultural influence to reinforce stainless steel’s positioning as a reliable and high-performance material across both everyday and industrial applications.
