THEBUSINESSBYTES BUREAU

MUMBAI/CHANDIGARH, JANUARY 20, 2026

HELL ENERGY DRINK, one of the world’s fastest-growing energy drink brands, on Monday announced the launch of ‘FUTURE KINGS: BOWLERS EDITION’, a first-of-its-kind cricketing initiative aimed at identifying and nurturing India’s next generation of IPL-ready net bowlers. Launched in association with Punjab Kings, the programme reflects HELL ENERGY DRINK’s philosophy of backing those who push limits, bowl faster and dream bigger.

Moving beyond conventional fan engagement, the initiative is designed as a direct pathway from aspiration to professional opportunity, focusing on bowlers who demonstrate discipline, control and the mental strength to perform under pressure. The programme seeks not only to discover talent but also to break access barriers that often keep promising cricketers away from elite platforms, offering them a genuine entry point into the IPL ecosystem.

Structured trials will be conducted across Punjab’s key cricketing centres — Patiala, Amritsar, Ludhiana and Zirakpur — bringing opportunity to the grassroots and ensuring that raw talent is not overlooked due to lack of exposure. Participants will be evaluated by experienced coaches and talent scouts, following benchmarks aligned with professional cricketing standards.

The journey will culminate in a high-intensity grand finale in Zirakpur, where six standout bowlers will earn the rare opportunity to bowl to international stars in the Punjab Kings nets and join the franchise as official net bowlers for the IPL 2026 season. By creating this bridge between untapped potential and a world-class platform, HELL ENERGY DRINK underlines its commitment to supporting ambition, in sport and beyond.

Punjab Kings CEO Satish Menon said Punjab has long been a cradle of fast-bowling talent and the partnership with HELL ENERGY DRINK is about giving young cricketers a credible platform to prove themselves. He noted that the initiative offers a significant opportunity for emerging bowlers to showcase their true potential while contributing to the future strength of Indian cricket.

HELL-ENERGY Private Limited Director Unnikannan Gangadharan said cricket remains a powerful medium to connect with India’s youth and Punjab has consistently produced exceptional bowlers. He added that *FUTURE KINGS: BOWLERS EDITION* aims to create a transparent and merit-driven pathway for aspiring bowlers to gain visibility and exposure at the highest level.

Registrations for the programme are now open to eligible fast and spin bowlers. Through this association, HELL ENERGY DRINK continues to deepen its engagement with Indian cricket while reinforcing its focus on youth-centric, performance-led initiatives.