Mumbai/Chandigarh : HELL ENERGY DRINK, one of the world’s fastest-growing energy drink brands, today announced the launch of ‘FUTURE KINGS: BOWLERS EDITION’, a first-of-its-kind cricketing initiative created to make elite opportunity accessible to India’s next generation of fast bowling talent. In association with Punjab Kings, the program is powered by HELL ENERGY DRINK’s belief in backing those who dare to push harder, bowl faster, and dream bigger.

Moving beyond conventional fan engagement, HELL ENERGY DRINK is driving this initiative as a direct pathway from ambition to action identifying bowlers with the discipline, control, and mental toughness required to perform under pressure. The program is designed not just to discover talent, but to open doors that are traditionally out of reach for aspiring cricketers, giving them a genuine shot at entering the professional ecosystem of the IPL.

Through structured trials across Punjab’s key cricketing hubs – Patiala, Amritsar, Ludhiana, and Zirakpur, HELL ENERGY DRINK is taking opportunity to the ground level, ensuring that raw, unpolished talent doesn’t get left behind due to lack of access or exposure. Each participant will be rigorously assessed by experienced coaches and talent scouts, mirroring the standards of professional cricket.

The journey culminates in a high-intensity grand finale in Zirakpur, where 6 exceptional bowlers will earn the rare opportunity to bowl to international stars in the Punjab Kings nets, joining the franchise as official Net Bowlers for the IPL 2026 season. By creating this bridge between untapped potential and world-class platforms, HELL ENERGY DRINK reinforces its commitment to supporting ambition – not just in sport, but in every arena where dreams demand relentless energy and belief.

Satish Menon, CEO, Punjab Kings, said, “Punjab is full of raw bowling talent and we want to find the best young players across the state. Our partnership with HELL ENERGY DRINK is all about giving these cricketers a real platform to prove themselves. It is a significant opportunity for any young bowler to display his true potential. Through this partnership, we aim to provide the nation with more skilled cricketers, while also helping several dreams come true.”

Unnikannan Gangadharan, Director, HELL-ENERGY PRIVATE LIMITED said, “Cricket continues to be a powerful platform for us to connect with India’s youth. In addition, Punjab has consistently produced exceptional bowling talent in the country. With FUTURE KINGS: BOWLERS EDITION, our objective is to create a credible opportunity for aspiring bowlers to showcase their potential and gain exposure. Ko”

The program will culminate in a grand finale in Zirakpur, where six outstanding bowlers will be selected for this unique opportunity to become Net Bowlers for Punjab Kings during the IPL 2026 season. Registrations for FUTURE KINGS: BOWLERS EDITION are now open to both spin and fast bowlers who meet the eligibility criteria.

Through this association, HELL ENERGY DRINK continues to strengthen its connect with Indian cricket, while reiterating its focus on youth-centric and performance-led platforms.