Bisleri, the Indian packaged drinking water brand, has taken a major step into international cricket after signing a three-year partnership with the Emirates Cricket Board as the official hydration partner.
The agreement covers the 2025 to 2027 cycle and positions Bisleri inside one of world cricket’s busiest and most commercially active hosting markets.
Under the partnership, Bisleri branding will feature on the uniforms of the UAE Men’s National Team, Women’s National Team, Under 19 Men’s Team, and Under 19 Women’s Team. The visibility extends across bilateral series, Asian Cricket Council events, and ICC tournaments, giving the brand direct exposure on high-reach global platforms.
Commenting on the occasion, Subhan Ahmad, Chief Operating Officer, Emirates Cricket Board, 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, Emirates Cricket Board, 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.”
Angelo George, Chief Executive Officer, Bisleri International, shared, “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, continued, “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 the UAE, this prestigious association will be brought alive through an exciting, integrated marketing approach.”
Bisleri has been a long-standing presence in Indian cricket through its ties with IPL and WPL franchises and major domestic competitions. The brand’s expansion into the United Arab Emirates represents its most significant move beyond the Indian market. The UAE has developed into a commercial hub for the sport, hosting global cricket events, training camps, and neutral fixtures with a strong broadcast reach into South Asia.
The partnership also aligns with the Emirates Cricket Board’s efforts to strengthen its domestic structure and expand both its men’s and women’s pathways. The UAE continues to attract international fixtures, ICC qualification tournaments, and franchise-led competitions, creating consistent brand visibility throughout the cricket season.
This agreement gives Bisleri a sustained role in one of cricket’s fastest-growing markets and establishes a long-term presence across some of the sport’s most-watched global events.
