Startup Originals Team
Electric mobility brand Vida, part of Hero MotoCorp’s emerging mobility business, has signed a multi-season title partnership with the Indian Premier League (IPL) franchise Kolkata Knight Riders (KKR). The deal positions Vida as the front-of-jersey title sponsor ahead of the IPL 2026 season, marking a strategic alignment between a leading sports franchise and a fast-growing electric mobility brand.
Partnership Details & Scope:
Vida’s collaboration with KKR spans three IPL seasons, during which the brand’s logo will feature prominently on the team’s jerseys and across official team assets. The partnership is designed not just for logo placement but also to drive high-impact fan engagement initiatives throughout the season, celebrating performances and moments that reflect energy, agility and leadership – qualities shared by both brands.
This agreement reflects the growing trend of electric mobility brands leveraging sports sponsorships to connect with younger and urban audiences, especially as adoption of electric vehicles gains pace across India’s major cities.
Strategic Significance for Vida
For Vida, an evolving brand within Hero MotoCorp’s portfolio focused on sustainable and smart electric mobility solutions – the KKR title partnership offers an opportunity to embed its brand into mainstream Indian culture. By associating with one of the most popular and successful IPL franchises, Vida aims to strengthen its brand visibility and appeal among aspirational consumers and the next generation of mobility adopters.
Kausalya Nandakumar, Chief Business Officer, Emerging Mobility Business Unit at Hero MotoCorp, said the partnership reflects shared values of confidence, resilience and aspiration. She emphasised that both KKR and Vida resonate with India’s evolving mindset toward progress and sustainability.
KKR’s Perspective & Long-Term Goals
KKR, a three-time IPL champion known for its iconic purple and gold colours and “Korbo, Lorbo, Jeetbo” spirit, continues to attract long-term commercial partnerships with brands that reflect its ethos of innovation and excellence.
Venky Mysore, CEO of Kolkata Knight Riders, welcomed Vida as the front-of-jersey partner, noting that the collaboration unites two forward-looking brands committed to shaping the future – on the cricket field and off it. He highlighted the value of shared philosophies in driving a successful and inspiring association.
Broader Context in Sports Marketing:
This partnership also signals a broader trend in Indian sports sponsorships, where brands from electric mobility and clean technology sectors are increasingly stepping into headline roles with major sports teams. These associations are evolving beyond traditional advertising, with deeper fan engagement, digital activations and experiential marketing poised to play key roles.
Such collaborations help brands tap into the IPL’s massive reach and passionate fan base, reinforcing their positioning among millions of viewers and fans across the country and internationally.
Conclusion: A Forward-Looking Alliance
Vida’s multi-season title sponsorship with Kolkata Knight Riders marks a significant milestone in both sports marketing and electric mobility branding. With a blend of sporting excellence, youth engagement and sustainability messaging, this partnership aims to energise fans and consumers alike as it unfolds through upcoming IPL seasons.
