New Delhi, March 5, 2026:
Medusa Beverages, one of India’s fastest-growing homegrown beer brands, has partnered with 72 The League as its official celebration partner.
The partnership began with the league’s opening ceremony on February 21, where Medusa helped kick off the tournament with a lively and energetic celebration, marking the start of the league.
Sports and beer have always been closely connected, and through this collaboration, Medusa aims to enhance the celebration around sporting events. As part of the partnership, the brand will serve its beer throughout the tournament until the closing ceremony, adding to the overall experience for spectators and guests.
Medusa is also engaging directly with the athletes. The brand is sponsoring all professional players participating in the league and has presented 40 personalised hampers to them, adding a special touch to the event.
Speaking about the partnership, Gaurav Sehgal, VP of Marketing at Medusa Beverages, said that sports provide a strong platform to connect with experience-driven consumers. He added that partnering with 72 The League reflects Medusa’s focus on creating premium experiences and building meaningful connections with modern audiences.
The opening ceremony was attended by Chief Guest Jay Shah, along with legendary cricketer Kapil Dev and entrepreneur Vivek Oberoi. Several senior bureaucrats, sports personalities, corporate leaders, and other distinguished guests were also present.
Through branding, broadcast visibility, and athlete engagement, Medusa’s collaboration with 72 The League highlights the brand’s strategy to strengthen its presence in premium sporting events while celebrating moments that bring fans and communities together.
The Aabkari(Abkari) Times magazine occupies a unique niche in the Indian media landscape. As the only Hindi monthly magazine dedicated to alcohol, liquor, excise, and allied industries, it caters to a specific audience with a specialized knowledge base.
