Bisleri Ties Up With Emirates Cricket Board to Expand in UAE

Bisleri has signed a three-year hydration partnership with the Emirates Cricket Board (ECB), marking a clear move to deepen its presence in the UAE market. The agreement was formalised at the Dubai International Stadium, making Bisleri the official hydration partner of UAE cricket across all major formats.The partnership brings Bisleri’s branding onto the playing kits of the UAE men’s and women’s senior teams as well as both U-19 squads. Visibility will extend across bilateral series, Asian Cricket Council tournaments, and ICC events giving the brand access to international cricket audiences in the UAE, India, and beyond.The Emirates Cricket Board, which manages cricket development in the country across men’s, women’s, and junior levels, has steadily grown the UAE’s cricket profile by hosting international series and global tournaments. The tie-up aligns Bisleri with this expanding sporting platform as the brand focuses on overseas growth.

ECB Chief Operating Officer Subhan Ahmad said the board is committed to strengthening cricket in the UAE and continuing partnerships with global brands that support the sport’s development. Head of Commercial Ishan Chopra added that the collaboration reflects shared goals around promoting local cricket talent and building long-term support systems for players at every level.From Bisleri’s side, CEO Angelo George said the deal is aimed at strengthening the brand’s global reach while connecting more closely with cricket fans across India and the Middle East. Marketing and Sales Director Tushar Malhotra noted that the association will be backed by integrated marketing campaigns across both regions.

Earlier this year, Bisleri also entered into a production and distribution partnership with the Apparel Group to manufacture and retail its products in the Middle East and Africa, a move that further underlines the brand’s push into international markets.