Bisleri International has entered a three-year partnership with the Emirates Cricket Board (ECB) as its official hydration partner, strengthening the Indian brand’s footprint in the UAE. The agreement, formalised at the Dubai International Stadium, will cover the ECB’s men’s, women’s and U-19 national teams.
The ECB, which drives cricket development across formats in the UAE, has been instrumental in positioning the region as a competitive global cricket destination. As part of the association, Bisleri branding will feature on team kits during bilateral series, ACC competitions and ICC tournaments.
Subhan Ahmad, chief operating officer, Emirates Cricket Board, said the partnership marks the start of “an exciting three-year journey” and expressed confidence that it will deliver long-term value for both senior and junior teams.
Ishan Chopra, head of Commercial at ECB, added that the collaboration signals a strong alignment of vision, reinforcing the board’s mission to strengthen UAE cricket talent across categories.
Commenting on the alliance, Angelo George, chief executive officer, Bisleri International, said the brand’s identity as a trusted hydration partner makes this association a natural fit. “This collaboration brings us closer to cricket fans across India and the UAE and deepens Bisleri’s connection with the sport,” he noted.
Tushar Malhotra, director of sales and marketing, Bisleri International, added that the partnership will be amplified through an integrated marketing programme.
The announcement comes shortly after Bisleri’s partnership with the Apparel Group to scale manufacturing and distribution across the Middle East and Africa.
