Bisleri expands into UAE with sports partnerships

Bisleri has recently launched in the UAE across retail chains, general trade outlets, restaurants, and cafes. In the past year, Bisleri has collaborated with some sporting events and franchises in India as hydration partners.

Using the similar strategy in UAE, Bisleri has forged tie-ups with Dubai Marathon and ILT20 sports franchisees, including Sharjah Warriors, Dubai Capitals, MI Emirates, Gulf Giants, and Abu Dhabi Knight Riders.

Tushar Malhotra, Head of Marketing, Bisleri International, said, "We are delighted to start our foray into the UAE with sporting associations such as the iconic Dubai Marathon and partnering with some of the most exciting teams - Sharjah Warriors, Dubai Capitals, MI Emirates, Gulf Giants, and Abu Dhabi Knight Riders. This is in continuation of the robust sports marketing programme we have built in India. This exercise has helped in strengthening the connection between Bisleri, hydration and sports as we endeavour to promote a fit and healthier lifestyle for our consumers.”

As the official Hydration Partner, Bisleri will play a pivotal role in ensuring the players and fans stay hydrated throughout the sporting events. The association will be further amplified with on-ground branding presence, visibility, consumer experiences and exciting digital content with partner teams to bring the association and fan-fare alive.

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