Bisleri International, a leading packaged drinking water company, has announced its partnership with five prominent Indian Premier League (IPL) teams – Delhi Capitals, Gujarat Titans, Mumbai Indians, Rajasthan Royals, and Royal Challengers Bengaluru – as their official hydration partner. This marks the third consecutive season of Bisleri’s partnership with these iconic sports franchises under their #DrinkItUp marketing campaign.
According to Tushar Malhotra, Director of Sales and Marketing at Bisleri International, the partnership is a key part of the company’s integrated marketing approach, which includes limited edition bottles, on-ground experiences, truck branding, retail point-of-sale materials, and engaging social media content with each team. The association aims to build a strong connection with Gen Z consumers and strengthen regional ties by leveraging the fandom of each team. Additionally, Bisleri has partnered with Star Sports to air its television commercials across all 74 matches of the IPL season.
Bisleri has a long history of championing hydration and has built one of the largest sports marketing programs in India and the Middle East. The company has partnerships across various sports genres, including marathons, golf, football, tennis, table tennis, and hockey. Some of the notable sporting properties that Bisleri has partnered with include Procam Marathons, Dubai Marathon, Professional Golf Tour of India, Indian Super League, and Ultimate Table Tennis, among others.
By partnering with these sports franchises, Bisleri aims to promote the importance of hydration and reach a wider audience. With its presence across multiple sports and platforms, Bisleri is well-positioned to strengthen its brand and connect with consumers across the region. The company’s commitment to hydration and sports marketing is evident in its extensive partnerships and marketing efforts, making it a leading player in the packaged drinking water industry.