Packaged drinking water brand Bisleri International has entered into a three-year partnership with the Emirates Cricket Board (ECB) as its official hydration partner. The agreement was formalized recently at the Dubai International Stadium. This alliance marks a significant step in Bisleri’s expansion in the UAE.
Being the official governing body for cricket in the UAE, the ECB oversees the development of the sport across men’s, women’s, and U19 categories. Over the years, the ECB has played a crucial role in elevating the UAE’s standing as an emerging cricketing hub, hosting high-impact bilateral series, marquee international fixtures, and world cricket tournaments.
As part of the association, the Bisleri branding will appear on the uniforms of the Men’s National Team, Women’s National Team, U-19 Men’s Team, and U-19 Women’s Team. The branding will feature across bilateral series, Asian Cricket Council events, and ICC tournaments, strengthening Bisleri’s focus on supporting athletes competing and visibility across high-viewership global cricket platforms.
Chief operating officer of Emirates Cricket Board Subhan Ahmad said, “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.”
Chief executive officer of Bisleri International Angelo George said Bisleri is synonymous with packaged drinking water. “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.”
Director of sales and marketing, Bisleri International, Tushar Malhotra, said “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.”
Bisleri International had also formed a major strategic partnership with the Apparel Group earlier this year to manufacture, market, and distribute its iconic products across the Middle East and Africa.
With a legacy of over 50 years, Bisleri has grown to become one of the largest premium beverage businesses in India.
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Naresh Khanna – 10 February 2025
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