AirAsia Cements IPL Deal With Sunrisers Hyderabad (SRH)

Budget carrier AirAsia has struck a partnership with IPL franchise Sunrisers Hyderabad (SRH) for the 2025 season.  

Under the deal, AirAsia becomes the official airline partner, for the South Indian IPL franchise aiming to connect fans to the heart of the action both at the stadium and beyond. The partnership also sees the carrier offer exclusive travel deals and engaging fan initiatives, to ramp up the IPL experience for Sunrisers Hyderabad fans across India and globally.

Following the deal, Amanda Woo, AirAsia Group Chief Commercial Officer, enthused, “Cricket is more than a sport in India, it is a way of life, a passion that unites millions, much like travel does. We see many synergies that are aligned with our brand. Partnering with the formidable Sunrisers Hyderabad is an exciting step for AirAsia, as we continue to bridge distances and bring people closer to the experiences they love. Just as SRH pushes the boundaries on the field, AirAsia is pushing the boundaries of connectivity, bridging travellers to over 130 destinations across our extensive network.”

“For more than 15 years, AirAsia has played a pivotal role in India’s aviation landscape, making travel more accessible and affordable. Today, as one of the country’s largest foreign carriers by connectivity – with 30 routes linking India, Malaysia, and Thailand, and nearly 1.6 million guests flown to/from India in 2024 alone –  our commitment to this market remains stronger than ever. This partnership with SRH is set to deepen our engagement, particularly in vibrant cricket-loving second and third-tier cities such as Calicut, Trichy, Guwahati, Jaipur, and Lucknow. As we jointly step up to the pitch for exciting innings this season, fans can expect us to elevate this partnership in the months ahead.”

Shanmugam, CEO of Sunrisers Hyderabad, added, “We are thrilled to welcome AirAsia as our Official Airline Partner in 2025. Just as Sunrisers Hyderabad is known for its fearless cricket and unstoppable drive, AirAsia has redefined air travel with its affordability, extensive connectivity, and ‘Dare to Dream’ spirit. This partnership is built on celebrating people, passion, and places – uniting fans, igniting excitement, and taking the love for cricket beyond the stadium. As we take flight together, this season will not only be about the action on the field but also about delivering extraordinary experiences in the skies and beyond.”

According to ASN data, AirAsia (2.6%, ~US$12.3m) is the 7^th largest investor for its category in the Asian sponsorship landscape since Q222, with an average quarterly investment of US$1m+ during this period. Apart from an endorsement with Malaysian raised British freestyle sprinter Benjamin Proudfoot in the US$2m category, most of the carrier’s deals tend to be between US$25k and US$579k in an array of sports such as volleyball, football, basketball  and badminton across Southeast Asia. Meanwhile, the forecast for Q125 is tipped to be a mere US$383k and the Sunrisers Hyderabad will likely bolster the numbers.