Kolkata Knight Riders and Amul Protein Bring Back “Train Like a Knight” for IPL 2026

Kolkata Knight Riders and Amul Protein have brought back Train Like a Knight for the ongoing TATA IPL 2026 season, continuing their focus on fitness led storytelling that sits beyond typical cricket content. The series, now in its second season, offers a closer look at the preparation routines of the Knights covering training, recovery and nutrition as part of a co branded content IP.

The format is built as a co branded property rather than a simple advertising integration, with Amul Protein appearing within the narrative around performance and diet. The intent is to show the less visible side of professional cricket where strength work, conditioning and recovery routines shape match readiness through a long tournament.

Season 2 introduces athlete and support staff pairings to bring dual perspectives on performance. Episodes feature combinations such as Tim Seifert, Finn Allen and Tim Southee, Angkrish Raghuvanshi with Abhishek Nayar, and Cameron Green with Shane Watson, highlighting how preparation is shared between players and coaching staff. The content also focuses on nutritional routines and recovery practices that form part of daily training life.

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Fitness content meets sport branding:

Binda Dey, Chief Marketing Officer, Knight Riders Sports said, “In its first season, Train Like a Knight proved a simple truth that when fans see the real unglamorous work, they do not just watch they get inspired. They train harder, eat better, and become part of the culture. Season 2 goes deeper into the regimens, the science, and the stories that define a Knight.”

From the brand perspective, Shefali Vijaywargiya, Brand Manager, GCMMF (Amul) said, “At Amul, our vision is to develop innovative and tasty high protein products that naturally fit in Indian diet so that everybody can consume 1 gram protein per kilogram body weight everyday. Train Like a Knight aligns with this vision and allows us to show how protein supports recovery and performance.”

The series began streaming on April 12, with three of five episodes already released and two more planned along with interactive fan challenges. For both Kolkata Knight Riders and Amul Protein, the collaboration reflects a shift toward content ecosystems that combine sport, lifestyle and consumer engagement, shaping how fitness and diet narratives reach audiences through cricket.

In a broader sense, the series shows how sports franchises are building media properties that go beyond match coverage. For brands, it creates space to integrate messaging within lifestyle storytelling rather than standalone ads. For audiences, it helps normalise conversations around protein intake, training discipline and recovery habits, using cricket as a familiar entry point into fitness culture in India./**