Bira 91, which lays claim to being India’s fastest growing beer brand, Tuesday announced partnerships with five Indian Premier League franchises ahead of the new season.
Serving as the Official Partner for Mumbai Indians, Delhi Capitals, Royal Challengers Bangalore, Kolkata Knight Riders and Sunrisers Hyderabad this season, Bira 91 is set to bring a “fresh and innovative approach to fan engagement” for India’s biggest annual sporting spectacle.
These partnerships are a true celebration of the fusion of cricket and beer, creating bespoke experiences for India’s new-age consumers.
Cricket and beer have long been considered a perfect combination, with many fans of the sport enjoying a chilled beer while watching their favorite teams in action. The experience of watching cricket with friends, family or fellow fans is enhanced by the addition of beer, with the shared enjoyment of a few cold ones adding to the camaraderie and sense of occasion.
Bira 91 has been a long-standing supporter of cricket, both through its association with the International Cricket Council (ICC) and the partnership that was inked with Delhi Capitals last year (for five years). The association with cricket has helped increase the brand’s visibility amongst fans.
Ankur Jain, founder and CEO of Bira 91, expressed his excitement about the partnerships, saying, “As a brand deeply rooted in cricket culture, Bira 91 is thrilled to be the Official Partner for each of these amazingly talented teams. As the worlds of cricket and beer both undergo a generational shift, fans and consumers crave new and flavorful experiences. Addressing this change of guard through our multi-year partnerships, our intent is to elevate the cricket-viewing experience amongst Indian consumers.”
By partnering with five IPL teams, the brand aims to expand its reach across regions and “brew the timeless love Indians have for cricket and beer”.
