Mumbai: Bisleri International, a packaged drinking water brand, has announced a landmark three-year partnership with the Emirates Cricket Board (ECB) as its Official Hydration Partner. The agreement was formalised at the Dubai International Stadium, marking a strategic step in Bisleri’s UAE expansion and reinforcing its commitment to hydration, wellness, and peak athletic performance on global sporting platforms.
The ECB, as the official governing body for cricket in the UAE, oversees development across men’s, women’s, and U19 categories. The board has been pivotal in positioning the UAE as an emerging cricketing hub, hosting bilateral series, marquee international fixtures, and world cricket tournaments.
As part of the collaboration, Bisleri branding will feature on the uniforms of the Men’s National Team, Women’s National Team, U19 Men’s Team, and U19 Women’s Team. The branding will also appear across bilateral series, Asian Cricket Council events, and ICC tournaments, amplifying visibility on high-viewership international cricket platforms.
Chief Operating Officer of the 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.”
Ishan Chopra, Head of Commercial at ECB, added, “Our long-term partnership with Bisleri represents a strong alignment of values and ambitions, marking an important 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.”
From Bisleri’s side, CEO 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.”
Tushar Malhotra, Director of Sales and Marketing, Bisleri International, added, “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.”
Earlier this year, Bisleri International also formed a major strategic partnership with the Apparel Group to manufacture, market, and distribute its products across the Middle East and Africa, further consolidating its presence in the region.
