Bisleri makes Strategic Play: Becoming Official Hydration Partner of emirates Cricket Board
A landmark partnership signals Bisleri’s aspiring international expansion and solidifies the UAE’s position as a global cricket hub.
Bisleri, India’s leading packaged drinking water brand, has announced a meaningful foray into international cricket, securing a three-year partnership with the Emirates Cricket Board (ECB) as their official hydration partner. This strategic alliance, spanning the 2025-2027 cycle, marks a pivotal moment for the brand, extending its reach beyond the Indian subcontinent and positioning it within one of the world’s most dynamic and commercially vibrant cricket markets.
Why This Partnership Matters: A Growing Market & Strategic Alignment
The UAE has rapidly evolved into a crucial center for international cricket.Beyond hosting high-profile tournaments and neutral fixtures,it serves as a preferred destination for training camps and boasts a considerable broadcast audience,particularly within South Asia. This makes it an ideal location for brands seeking significant exposure to a passionate cricket fanbase.
This partnership isn’t just about brand visibility; it’s a testament to the ECB’s commitment to growth and development. As Subhan Ahmad, Chief Operating Officer of the Emirates Cricket Board, stated, “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.”
Extensive Brand Integration & Global Reach
The agreement provides Bisleri with comprehensive branding opportunities.The Bisleri logo will prominently feature on the uniforms of all UAE national teams – Men’s, Women’s, Under 19 Men’s, and Under 19 Women’s – ensuring consistent visibility across a broad spectrum of international competitions. This includes:
* Bilateral Series: Exposure during head-to-head matches between the UAE and other national teams.
* Asian Cricket Council (ACC) Events: Integration into major regional tournaments organized by the ACC.
* ICC Tournaments: High-impact visibility during prestigious International Cricket Council (ICC) events, reaching a truly global audience.
Bisleri’s Expanding Footprint: From IPL to International Stage
For Bisleri,this partnership represents a natural progression of its long-standing commitment to cricket. The brand has a robust history within Indian cricket,holding strong ties with franchises in the Indian Premier League (IPL) and the Women’s Premier League (WPL),as well as supporting key domestic competitions.
“Bisleri is synonymous with packaged drinking water,” explains Angelo George, Chief Executive Officer of Bisleri international. ”We’re excited to partner with the Emirates Cricket Board as we champion hydration on a global stage. This collaboration brings us closer to passionate cricket fans across India and the UAE and deepens Bisleri’s association with the world of sport. It marks a significant step in expanding our international footprint and building Bisleri as a trusted global hydration brand.”
Ishan Chopra, Head of Commercial at the ECB, further emphasized the synergy between the two organizations: “Our long-term partnership with bisleri represents a strong alignment of values and ambitions, marking an significant 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.”
A Multi-faceted Marketing Approach
Bisleri isn’t simply relying on logo placement. Tushar Malhotra, Director of Sales and Marketing at Bisleri International, highlights the brand’s intention to activate the partnership through “an exciting, integrated marketing approach,” leveraging its existing portfolio as the largest sports marketing presence in both India and the UAE. Expect to see engaging campaigns, fan activations, and content designed to connect with cricket enthusiasts.
Supporting UAE Cricket’s Growth Trajectory
This partnership extends beyond commercial benefits. It directly supports the ECB’s ongoing efforts to strengthen its domestic cricket structure and nurture talent across both men’s and women’s pathways. The UAE’s increasing prominence as a host nation for international fixtures, ICC qualification tournaments, and franchise-based competitions ensures consistent brand exposure throughout the cricket calendar.
The Bottom Line:
The Bisleri-Emirates Cricket Board partnership is a win-win scenario. Bisleri gains a powerful platform to expand its international presence and reinforce its brand image as a trusted hydration partner. The ECB benefits from a committed sponsor that shares its vision for growth and development, further solidifying
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