Bisleri enters the UAE market with exciting sports associations

One of India's leading packaged drinking water brands, Bisleri has recently launched in the UAE across major modern format retail chains, general trade outlets, restaurants, and cafes. In the past year, Bisleri has collaborated with some of the biggest sporting events and franchises in India as hydration partners. Using the similar strategy in UAE, Bisleri has forged tie-ups with one of the most prestigious international marathons in the world, “Dubai Marathon” and renowned ILT20 sports franchisees, including Sharjah Warriors, Dubai Capitals, MI Emirates, Gulf Giants, and Abu Dhabi Knight Riders.Commenting on the association, 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 we have built in India. This exercise has helped in strengthening the connection between Bisleri, hydration and sports as we endeavour to promote a fit and healthier lifestyle for our consumers.”As the official Hydration Partner, Bisleri will play a pivotal role in ensuring the players and fans stay hydrated throughout the sporting events. The association will be further amplified with on-ground branding presence, visibility, consumer experiences and exciting digital content with partner teams to bring the association and fan-fare alive.

Expo City Dubai to host Dubai Marathon on 12 February

The Organising Committee of the Dubai Marathon today announced that the 2023 edition of the global long-distance running event will be held at Expo City Dubai on 12th February, 2023.Organised with the support of the Dubai Sports Council and the cooperation of various government entities, the 22nd edition of the iconic race will bring together runners from across the world.With its unique architectural marvels and open areas, Expo City Dubai provides an exceptional new setting for the Dubai Marathon. The Organising Committee said the City was chosen as the venue of the Marathon because it represents Dubai’s vision of serving as a bridge between cultures and its values of peaceful coexistence and tolerance.A legacy of Expo 2020 Dubai, the global celebration of culture, technology and innovation that brought together over 190 nations and more than 24 million visitors, Expo City Dubai is a human-centric city of the future that offers a unique blueprint for sustainable urban planning. The Marathon is bringing together elite athletes from around the world after a break of two years due to the pandemic.Expo City Dubai offers extensive facilities for the Marathon’s operations as well as spacious parking areas. The Dubai Marathon features three runs: the full 42.195 kilometres marathon open to runners over 18; the 10 kilometres Road Race open to runners over 15 years; and the 4 kilometres Fun Run open to all.