The Indian Premier League (IPL) team, Delhi Capitals (DC) have announced a first-of-its-kind partnership with the beer brand, Bira 91. With this deal, Bira 91 will bring a new and innovative approach to engaging with fans as the Delhi Capitals’ official cheer partner.
A five-year partnership will include a slew of one-of-a-kind activations and curated offerings that will allow consumers to celebrate their love of cricket and beer.
Bira 91 is a Delhi-based Indian craft beer brand that was founded in 2015. In a short period, the company has risen to the top of the beer industry, with more than seven pints of its award-winning and flavorful beers consumed every second of every day.
Vinod Bisht, Interim CEO of Delhi Capitals, said, “Be it on the field or off, Delhi Capitals is always determined to push the envelope and explore new avenues. We are delighted to announce this groundbreaking association with Bira 91. Together, we are looking forward to creating exciting and innovative experiences for our fans and building a successful partnership that pushes both our fast-growing brands to greater heights.”
Ankur Jain, Founder and CEO, Bira 91 said, “Coming on board as the Official Cheer Partner of Delhi Capitals is a milestone moment for Bira 91’s longstanding affinity with Cricket. As a brand that is born and based in the heart of Delhi, Connaught Place, Bira 91 holds a strong emotional connection with the city, team and fans alike. Both cricket and beer are integral aspects of Delhi’s culture and enjoy the unwavering love and support of the people. Personally too, being born and brought up in Delhi, this partnership is close to my heart as I have always cheered for Delhi Capitals”.
Along with Bira 91, the Rishabh Pant led-team has also inked sponsorship deals with Seagram’s Royal Stag, RapiPay, Bolt and OctaFX.
The JSW–GMR co-owned team will open its IPL 2022 campaign on March 27 against Mumbai Indians (MI) at the Brabourne Stadium in Mumbai.