Emirates Cricket Board secures three-year strategic partnership with Bisleri
The Emirates Cricket Board (ECB) has officially signed a three-year strategic partnership with Bisleri International, one of India’s most popular packaged drinking water brands. The agreement, which was completed at the Dubai International Stadium, appoints Bisleri as the official hydration partner of cricket in the UAE. This partnership marks an important milestone in Bisleri’s global growth and underlines its commitment to hydration and well-being of athletes in elite sports.
Deal strengthens Bisleri’s global presence in the sports sector
The partnership reflects Bisleri’s vision to expand its footprint in the UAE and support elite sports environments. With global cricket attracting massive viewership, Bisleri aims to promote hydration, fitness awareness and performance excellence during major tournaments.
Bisleri branding will be featured across all UAE national teams
As part of the alliance, the Bisleri brand will appear on the national team jerseys for men, women, U-19 men and U-19 women. The branding will also be visible during bilateral series, ACC competitions and ICC events, increasing Bisleri’s visibility on international cricket platforms.
ECB leaders welcome partnership
Subhan Ahmad – COO, Emirates Cricket Board
“We are excited to embark on this journey with Bisleri. Our aim is to continually support the growth of cricket in the UAE through high-quality partnerships. This partnership will benefit both men’s and women’s teams in the long term.”
Ishan Chopra – Head of Commercial, ECB
“This long-term partnership aligns with our development vision and reinforces our mission to improve cricket in the UAE globally. Bisleri’s involvement marks another proud step towards nurturing cricketing talent across all categories.”
Bisleri executives on the collaboration
“Bisleri is widely recognised
Angelo George – CEO, Bisleri International
recognized as a trusted hydration brand. The collaboration with the ECB is an important step in our global expansion. This partnership reflects our shared ambition for excellence and athletic support.”
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Tushar Malhotra – Director of Sales and Marketing
“We are excited about this partnership with the ECB. With a strong sports marketing presence in India and the UAE, we will activate this association through integrated branding and engagement strategies.”
Bisleri expands presence in the Middle East
Earlier this year, Bisleri also partnered with the Apparel Group to manufacture and distribute its products in the Middle East and Africa, strengthening its position in the global beverage market.
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