Sprite partners with Lucknow Super Giants for three-year IPL tie-up

Sprite, the lemon-lime beverage from The Coca-Cola Company, has entered a three-year partnership with Lucknow Super Giants (LSG) as the team’s official beverage partner. The association aims to strengthen Sprite’s presence in Uttar Pradesh, a key growth market, supported by regional bottlers SLMG Beverages and Moon Beverages, while connecting with cricket fans through India’s premier sporting event, the Indian Premier League (IPL).

The collaboration is positioned to enhance Sprite’s cultural relevance, particularly among Gen Z and cricket enthusiasts. The brand’s ‘Thand Rakh’ messaging, associated with staying cool under pressure, aligns with high-intensity moments in the sport. Sumeli Chatterjee, category head, sparkling flavours India & Southwest Asia at The Coca-Cola Company, described the partnership as a strategic extension of the brand’s proposition, enabling unique fan experiences while strengthening long-term engagement in Uttar Pradesh.

Vinay Chopra, CEO of Lucknow Super Giants, said the partnership reflects the shared ethos of staying cool and pushing boundaries. He highlighted the potential for creating memorable fan experiences both in-stadium and beyond, linking brand and team spirit.

The collaboration also underscores Coca-Cola’s commitment to Uttar Pradesh through its bottling partners. Paritosh Ladhani, joint managing director at SLMG Beverages Pvt. Ltd., noted that the partnership provides insights into consumer engagement and trends across the state. Anant Agrawal, vice chairman of Moon Beverages Ltd., added that the collaboration allows them to leverage their distribution and market expertise to deliver fan experiences and ensure refreshment throughout the IPL season.

Overall, the tie-up strengthens Sprite’s hyperlocal presence in Uttar Pradesh, celebrating the state’s cricketing culture, engaging fans meaningfully, and reinforcing the brand’s promise of refreshment during the IPL.