Bisleri International has taken another step in its global expansion strategy by securing a three year hydration partnership with the Emirates Cricket Board, a move that brings the Indian bottled water giant deeper into one of the Gulf region’s most rapidly growing cricket ecosystems.
The agreement positions Bisleri as the official hydration partner for the UAE’s Men’s, Women’s and Under 19 national teams. The brand will feature on team apparel and across all major cricketing events involving the UAE, including bilateral fixtures, Asian Cricket Council tournaments and ICC-sanctioned competitions hosted in the region. For Bisleri, which has been steadily broadening its overseas footprint, the association serves both as a visibility booster and an entry point into a market where cricket consumption has sharply risen over the last decade.
Subhan Ahmad, Chief Operating Officer of the Emirates Cricket Board, said the partnership fits into the board’s long term commercial roadmap. He noted that the ECB has been bringing global brands into its fold as part of a wider effort to build the commercial strength needed for sustained cricket development in the UAE.
Bisleri International CEO Angelo George said the collaboration strengthens the company’s presence across the Middle East at a time when it is expanding manufacturing and distribution networks regionally. He added that the tie-up gives the brand a consistent platform in one of the most widely watched sports categories across South Asian and expatriate communities in the Gulf.
The partnership follows Bisleri’s recently announced collaboration with the Apparel Group to manage production and distribution across the Middle East and Africa. With the ECB agreement now in place, Bisleri is set to deepen brand visibility in a region where large scale sporting events often serve as powerful consumer touchpoints.
