Bisleri International has renewed its association as the Official Hydration Partner with five leading Indian Premier League T20 cricket franchises, Delhi Capitals, Punjab Kings, Sunrisers Hyderabad, Rajasthan Royals and Royal Challengers Bengaluru, as it looks to deepen engagement with cricket audiences.
The continued partnerships mark the fourth consecutive season of collaboration with top-tier franchises, reinforcing the brand’s presence across one of India’s most high-impact sporting platforms.
Strengthening consumer connect
The initiative is aimed at leveraging cricket’s wide reach to build stronger consumer connect through integrated campaigns spanning retail, stadium activations and digital platforms.
Bisleri International, Director, Sales & Marketing, Tushar Malhotra, said: “As we mark our fourth consecutive season of hydration partnerships with some of the most celebrated cricketing franchises in the country, it provides a powerful cultural moment to engage with consumers at scale.”
He added that the company will focus on enhancing visibility while promoting hydration as an essential part of performance and everyday lifestyle.
Fan engagement and on-ground activations
The partnerships will include a mix of fan-focused initiatives such as limited-edition team bottles, high-energy stadium experiences, retail activations and interactive digital content throughout the season.
Delhi Capitals, CEO, Sunil Gupta, said: “Over the years, this association has evolved into a strong and meaningful collaboration, and together we aim to create memorable experiences for our fans.”
The campaign strategy also involves aligning with each franchise’s regional fan base, tapping into local identity, loyalty and cricket-driven engagement.
Expanding sports marketing footprint
As part of its broader outreach, Bisleri has partnered with Star Sports for television visibility across all matches during the season.
With over 120 sporting associations across India and the Middle East, the company continues to build one of the largest hydration-focused sports marketing portfolios, spanning multiple sporting disciplines.
The renewed partnerships underline Bisleri’s strategy of using high-visibility platforms such as T20 cricket to drive brand recall, consumer engagement and category relevance.