Bisleri Expands Global Footprint with Landmark Emirates Cricket Board Partnership
Bisleri, India’s leading packaged drinking water brand, has secured a major foothold in international cricket, announcing a three-year partnership with the Emirates Cricket Board as the official hydration partner. The agreement, spanning the 2025-2027 cycle, strategically positions Bisleri within a key market for the sport, renowned for its commercial activity and hosting of major events.
The collaboration marks a significant step for Bisleri, building on its established presence in Indian cricket through sponsorships with popular franchises in the Indian Premier League (IPL) and Women’s Premier League (WPL), as well as various domestic competitions. This expansion into the United Arab Emirates represents the brand’s most substantial venture outside of the Indian market.
Enhanced Brand Visibility Across UAE Cricket
Under the terms of the partnership, Bisleri branding will be prominently displayed on the uniforms of all UAE national teams – Men’s, Women’s, Under 19 Men’s, and Under 19 Women’s. This visibility will extend to a wide range of cricket events, including bilateral series, tournaments organized by the Asian Cricket Council, and prestigious ICC events, offering the brand extensive exposure to a global audience.
“We are delighted to start this exciting three-year journey with Bisleri,” stated a senior official from the Emirates Cricket Board. “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.”
Another Emirates Cricket Board representative added that the partnership represents a “strong alignment of values and ambitions,” and is an “important step in the commercial and developmental journey” of the board. The association aims to empower UAE cricket talent at all levels while showcasing the nation on the global stage.
Strategic Alignment and Global Ambitions
Angelo George, Chief Executive Officer of Bisleri International, emphasized the brand’s commitment to hydration and its growing international aspirations. “Bisleri is synonymous with packaged drinking water,” George said. “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.”
Tushar Malhotra, Director of Sales and Marketing at Bisleri International, highlighted the brand’s extensive sports marketing portfolio and plans for an “exciting, integrated marketing approach” to bring the partnership to life.
UAE: A Growing Hub for International Cricket
The UAE has rapidly emerged as a crucial commercial hub for cricket, consistently hosting international matches, training camps, and neutral fixtures. Its strong broadcast reach, particularly into South Asia, makes it an ideal location for brands seeking to connect with a large and engaged cricket fanbase. The partnership also supports the Emirates Cricket Board’s ongoing efforts to strengthen its domestic cricket structure and develop pathways for both men’s and women’s players.
This agreement provides Bisleri with a sustained presence in one of cricket’s fastest-growing markets and solidifies its position across some of the sport’s most-watched global events, signaling a new era for the brand’s international expansion.
