ADVERTISEMENT
ADVERTISEMENT
Iconic Indian coffee brand sponsors Texas cricket team ahead of MLC 2026 season
The partnership reflects the growing intersection of Indian consumer brands and America’s expanding cricket market.
-
1759953093.png)
Staff Reporter - Tue, 19, May 2026
- 15:55 EDT
- 51
Announcement Poster / Handout
BRU, one of India’s most recognized coffee brands, has signed on as an official partner of the Texas Super Kings for the 2026 Major League Cricket season.
As part of the partnership, BRU will serve as the leading trouser sponsor for the Texas-based franchise throughout the upcoming season, which runs from June 18 to July 18.
Also Read: Indian Kesar mangoes to hit Seattle-area Costco stores
According to the announcement, BRU branding will appear across broadcast coverage and stadium activations, while the partnership will also include player-led digital campaigns, fan engagement initiatives, and branded storytelling content during the season.
“We are delighted to welcome BRU to the Texas Super Kings family,” said KS Viswanathan, director of the Texas Super Kings. “As cricket continues to grow in the United States, this partnership builds a powerful bridge between nostalgia and new audiences, delivering engaging and memorable experiences for fans.”
Partha Guha, general manager, Unilever International, North America, Foods, said the collaboration brings together two passions shared by millions of fans.
“BRU is excited to partner with Texas Super Kings, bringing together two passions that unite millions — coffee and cricket,” Guha said. “As a brand that has been part of everyday moments across generations, we look forward to enhancing the fan experience by blending the warmth of coffee with the excitement of the game in the United States.”
Founded in 1968, BRU has long been associated with coffee culture in India through its signature coffee-chicory blends. The company said it is now looking to expand its footprint in the United States market with products including BRU Instant and BRU Gold.
The collaboration marks another example of Indian consumer brands leveraging the growing popularity of cricket in the United States to connect with diaspora audiences and younger fans.
The 2026 MLC season will feature matches at Grand Prairie Stadium in Texas, Oakland Coliseum in California, and the newly introduced Fairview Complex in California.
The Texas Super Kings have emerged as one of the league’s consistent performers since Major League Cricket launched, reaching the playoffs in every season so far.
Discover more at New India Abroad.
Related
ADVERTISEMENT
ADVERTISEMENT
E Paper
Video
Comments
Start the conversation
Become a member of New India Abroad to start commenting.
Sign Up Now
Already have an account? Login