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Punjab Kings operates with a digital-first, engagement-led strategy. Representing the land of five rivers, the team is on a mission to build a multi-dimensional experience that goes beyond the matches. For IPL 2025, the team is allocating 80% of its media budget to digital platforms and 20% to key on-ground activations in Punjab. This season marks a significant shift for Punjab Kings, as the franchise fuses cricket, culture, and storytelling through strategic partnerships.
“Under Ricky Ponting’s leadership, we are building a high-performance squad that mirrors his aggressive yet tactical approach to the game, and this extends to our marketing strategy as well. Fan-driven content, cultural collaborations and AI-personalised experiences will define how Punjab Kings connects with its audience,” shares Saurabh Arora, Punjab Kings’ Chief Commercial Officer (CCO).
Punjab Kings prioritises technology that enhances rather than disrupts the fan experience, he says, adding, “AR filters on Instagram allow fans to try on Punjab Kings jerseys, while YouTube 360° content provides immersive locker-room and match-day experiences. AI-powered personalisation across YouTube and Twitter helps tailor content recommendations to individual fan preferences. Our goal is to bridge the digital and physical fan experience, creating interactions that feel both intuitive and engaging.”
Further, he breaks down the team’s social media strategy: “Instagram, YouTube, and X remain our primary focus for storytelling and fan interaction. Instagram Reels and YouTube Shorts allow us to bring our players’ personalities to life, while X drives real-time engagement during matches.”
Short-form videos are central to the team’s engagement strategy, built on player narratives, match-day hype and exclusive behind-the-scenes content. “With Shreyas Iyer’s leadership, Chahal’s tactical brilliance, Arshdeep’s big-match temperament, and Shashank Singh’s emergence as a game-changer, we have strong individual storylines that resonate across fan segments,” he adds.
He further dives into player-centric brand activation and sponsorship opportunities and how the team ensures they add value to the fan experience while being an organic part of the Punjab Kings story: “Shreyas Iyer’s leadership journey pairs seamlessly with brands focused on ambition and high performance, Chahal’s unpredictability aligns well with gaming and entertainment, and Arshdeep and Shashank’s stories of resilience and breakthrough performances resonate with challenger brands.”
Locker-room access, mic’d up moments and fan-drive challenges are key building blocks of the strategy — nudging passive viewers to actively engage with the content. Metrics like engagement rate, retention, and fan-generated content participation define success for the team. Arora explains, “If fans are interacting, resharing, and creating their own versions of our content, we know we’re driving real impact.”
“This season, we are also leveraging strategic partnerships with Punjabi music and entertainment icons, ensuring our digital content reflects the cultural heartbeat of our home state,” he says, sharing insights into the media plans for the year.
Punjab has long been a powerhouse of music, sports, and cultural excellence, and Punjab Kings’ content strategy is a testament to this rich heritage. Last season, the franchise collaborated with leading Punjabi artists, unveiling their jersey with Gippy Grewal — an initiative that resonated deeply with fans. Building on this momentum, the team plans to elevate the experience further by hosting these artists at home games, leveraging the intersection of cricket and the region’s vibrant music scene.
Punjab Kings’ influencer strategy is rooted in authenticity and cultural relevance, extending beyond cricket creators to collaborate with Punjabi musicians, entertainers, and sports icons who naturally align with the team’s ethos. Partnerships on platforms like X and YouTube with cricket analysts and fan-driven accounts enhance real-time match engagement, while regional music and lifestyle influencers add a distinct cultural dimension to the team's storytelling. “Last season, Jasmeet Bhatia, a popular Punjabi stand-up comic, seamlessly aligned with our objectives, showcasing the power of authentic collaborations. Our goal is to ensure that every voice we partner with resonates deeply with our audience,” Arora shares.
Another notable collaboration from the previous season was with Humans of Bombay, where the franchise spotlighted inspiring stories of local Punjabi heroes who have made a significant impact on society. These storytelling-driven partnerships allow Punjab Kings to engage with their audience on a deeper cultural level, seamlessly merging cricket, music, and entertainment. By weaving regional narratives into their content, the team reinforces its identity as more than just a cricket franchise — it becomes a representation of Punjab’s sporting spirit and cultural pride.
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