Xtreme Energy Drink Expands Dominance in Nepali Sports Sponsorship

Xtreme Energy Drink has emerged as a central financial force in Nepali athletics, securing extensive branding across the third season of the Nepal Premier League (NPL) and other major sporting events. The company currently sponsors seven of the eight NPL franchises, nine national cricketers, and the nation's first franchise volleyball league. Industry observers attribute this aggressive expansion to a funding gap created by restrictions on alcohol-related advertising. According to Janakpur Bolts CEO Niroj Khatiwada, NPL title sponsorship values have doubled to roughly Rs20 million since the previous season, with Xtreme serving as a key negotiation benchmark.

Beyond direct team support, the brand is actively engaging fans through ten free-entry fan zones across nine cities, including Kathmandu and Pokhara, which host live match screenings and events. The company has also launched a 'Silver Ball' award for NPL players. While Soniya Rana, Xtreme's business head, maintains that the product meets all quality standards, the rapid expansion faces scrutiny from the Nepalese Marketing Association regarding potential health regulations.