Bisleri International, one of India’s most loved packaged drinking water brands, has just taken a major step in strengthening its presence in the UAE. The brand has signed an exciting three-year Hydration Partnership with the Emirates Cricket Board (ECB), officially becoming the board’s Official Hydration Partner. The agreement was sealed at the iconic Dubai International Stadium. This marked a huge moment in Bisleri’s global journey as it continues championing hydration, wellness, and high-performance sports. Keep reading for all the exciting details you want to know.
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A Big Boost For UAE Cricket
The Emirates Cricket Board is the official governing body for cricket in the UAE. Looking after everything from the Men’s and Women’s teams to the U-19 squads. Over the years, the ECB has been a key player in putting the UAE on the world cricket map. Hosting major tournaments, international fixtures, and action-packed bilateral series that draw global attention.
Bisleri Branding Takes the Field
As part of this partnership, Bisleri branding will proudly appear on the uniforms of the UAE Men’s National Team. Along with the Women’s National Team, U-19 Men’s Team, and U-19 Women’s Team. You’ll see the branding across bilateral matches, Asian Cricket Council events, and ICC tournaments. Giving Bisleri major visibility on some of cricket’s biggest global stages. It’s a major move that boosts the brand’s support for athletes while expanding its international footprint.
Words From The ECB
Subhan Ahmad, Chief Operating Officer of the Emirates Cricket Board, shared his excitement about the partnership:
“We are delighted to start this exciting three-year journey with Bisleri. The Emirates Cricket Board is fully committed to the growth and development of the sport in the UAE and continues to explore and formalise commercial partnerships with leading international brands like Bisleri. We look forward to a mutually rewarding partnership with long term benefits for both the men’s and women’s national teams.”
Ishan Chopra, Head of Commercial at the ECB, echoed this enthusiasm, adding:
“Our long-term partnership with Bisleri represents a strong alignment of values and ambitions, marking an important step in the commercial and developmental journey of the Emirates Cricket Board. This association reinforces our mission to empower UAE cricket talent at every level while proudly representing the nation on the global stage.”
What This Means For Bisleri
For Bisleri, this collaboration is more than just branding, it’s a major milestone in its global strategy. Angelo George, Chief Executive Officer of Bisleri International, explained:
“Bisleri is a name synonymous with packaged drinking water and a market leader in India. Our strategic partnership with the Emirates Cricket Board marks an important step in our global agenda, bringing together two strong institutions with a shared commitment to excellence. Through this prestigious association, we will further our efforts to foster sport partnerships worldwide while strengthening Bisleri’s growing international presence.”
Tushar Malhotra, Director of Sales and Marketing at Bisleri International, added:
“We are thrilled to partner with the Emirates Cricket Board as we continue to champion hydration. With the largest sports marketing portfolio across India and UAE, this prestigious association will be brought alive through an exciting, integrated marketing approach.”
A Growing Presence In The Middle East
Along with this major sports partnership, Bisleri also signed a strategic deal earlier this year with the Apparel Group. This is to manufacture, market, and distribute its iconic beverages across the Middle East and Africa. It’s clear that Bisleri is going full steam ahead in its mission to grow and connect with global consumers.
For more information on Bisleri International, our people, brands, and OSR initiatives, visit www.bisleri.com!
