Popular Indian packaged drinking water brand Bisleri has announced its launch across the UAE.
To facilitate the brand’s expansion in the region, the brand has collaborated with sporting events and franchises in the country.
The brand has forged a tie-up with the sport event Dubai Marathon as the official hydration partner. They have also partnered with teams from UAE-based cricket league the International League T20, also known as DP World ILT20.
These teams are Sharjah Warriors, Dubai Capitals, MI Emirates, Gulf Giants and Abu Dhabi Knight Riders.
According to Bisleri, as the official Hydration Partner of these teams and events, it will ensure that the players and consumers stay hydrated throughout the sporting events.
The partnership will also see Bisleri have on-ground branding presence and visibility at the events and create consumer experiences.
The brand will also create digital content with the partner teams and events.
Bisleri’s tie-ups with sporting events, follows its strategy employed in India. The brand has collaborated with sporting events and franchises in India over the past year.
Commenting on the partnerships, Tushar Malhotra, Head of Marketing, Bisleri International Pvt. Ltd., 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 which we have built in India that has been very successful in strengthening the connect between Bisleri, hydration and sports as we endeavour to promote a fit and healthier lifestyle for our consumers.”
Bisleri is now available across across retail chains, general trade outlets, restaurants and cafes.
