8PM packaged drinking water from the house of Radico Khaitan has  partnered with the JSW’s Haryana Steelers and GMR Group’s UP Yoddhas — two kabaddi franchises in the 10th edition of Pro Kabaddi League (PKL).

The brand, according to a press release from 8PM brand owners Radico Khaitan,  serves as the Official Beverage Partner for both teams in the ongoing Pro Kabaddi League, which started on December 2.

This exciting multi-year collaboration features the 8PM packaged drinking water’s logo, displayed on the back of Steelers’ jersey throughout the campaign. Additionally, for the UP Yoddhas team, the logo is placed on the left sleeves of the jersey. This strategic partnership not only underscores the brand’s commitment to supporting sporting excellence but also positions 8PM drinking water at the forefront of Pro Kabaddi’s dynamic and action-packed arena, the company said.

The Pro Kabaddi League has gained immense popularity since its inception, especially in tier-II and tier-III cities across the nation. Leveraging the widespread appeal and athletic prowess of the players, this collaboration aspires to amplify Radico Khaitan’s prominence amidst a wider spectrum of discerning consumers, thereby cementing its market influence in northern India, the statement added.

Reflecting on this collaboration, Amar Sinha, COO of Radico Khaitan, expressed, “Our association with both the Haryana Steelers and UP Yoddhas reflects our dedication to nurturing a culture of sportsmanship, resilience, and teamwork. Through this collaboration, we aspire to magnify the spirit of kabaddi—a sport that has seen a remarkable surge in popularity, thanks to leagues like the Pro Kabaddi League.

“Together, we embarked on a journey of triumphs, encapsulating the strength, determination, and shared values that define both Radico Khaitan and our esteemed partners, Haryana Steelers and UP Yoddhas.”

Radico Khaitan’s engagement in diverse sporting events, from cricket to golf tournaments to kabaddi championships, exemplifies the company’s commitment to championing the spirit of sports across various arenas.