Bisleri International has expanded its footprint in the UAE with a new three-year partnership with the Emirates Cricket Board (ECB), marking another significant step in the Indian bottled water major’s global expansion strategy.
Under the agreement, Bisleri becomes the official hydration partner for the UAE Men’s, Women’s and U-19 cricket teams. The brand’s visibility will extend across team apparel, bilateral tournaments, ACC events and ICC fixtures hosted or played by the UAE.
Subhan Ahmad, COO of the Emirates Cricket Board, said the collaboration aligns with the board’s long-term commercial roadmap. “The ECB continues to formalise partnerships with leading international brands, and we look forward to a mutually rewarding collaboration,” he said.
Angelo George, CEO of Bisleri International, said the partnership reinforces the company’s growing global aspirations. “This collaboration marks an important step in expanding our footprint in the region and strengthens our association with sport on a global stage,” he said.
The tie-up also follows Bisleri’s recently announced partnership with Apparel Group to manufacture and distribute its products across the Middle East and Africa—underscoring the brand’s intent to build a deeper, more integrated presence in international markets.