Cricket news: Emirates Cricket Board signs three-year strategic partnership with Bisleri – Sport360 News
Bisleri International, India’s leading packaged drinking water brand, has entered a landmark three-year partnership with the Emirates Cricket Board (ECB) as its Official Hydration Partner. The agreement was formalised today at the Dubai International Stadium. This strategic alliance marks a significant step in Bisleri’s expansion in the UAE and reinforces its commitment to championing hydration, wellness, and peak athletic performance across global sporting platforms.
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 Emirates Cricket Board Subhan Ahmad: “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.”
Head of Commercial Emirates Cricket Board Ishan Chopra: “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.”
Chief Executive Officer Bisleri International Angelo George: “Bisleri is a name synonymous with packaged drinking water and a market leader in India. Our strategic partnership with the Emirates Cricket Board marks an important step in our global agenda, bringing together two strong institutions with a shared commitment to excellence. Through this prestigious association, we will further our efforts to foster sport partnerships worldwide while strengthening Bisleri’s growing international presence.”
Director of Sales and Marketing Bisleri International Tushar Malhotra: “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 has 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.
