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Bisleri International signs six-year partnership with Procam International
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Thursday, 12 March, 2026, 12 : 00 PM [IST]
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Our Bureau, Mumbai
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Bisleri International has entered into a six-year strategic partnership with Procam International to support some of India’s leading marathon events, strengthening its presence as a key hydration partner in the country’s growing running ecosystem.
Under the partnership, Bisleri will provide hydration support across marquee races organised by Procam International, including the Tata Mumbai Marathon, Vedanta Delhi Half Marathon, TCS World 10K Bengaluru and Tata Steel World 25K Kolkata. These events attract hundreds of thousands of runners each year across elite, amateur and community categories.
As part of the association, Bisleri will power the race-day experience by setting up multiple hydration stations across marathon routes to ensure runners have access to safe and reliable drinking water. The brand will also create strong on-ground visibility through route branding, inflatable arches and limited-edition Bisleri bottles featuring elite runners.
The collaboration will also include digital storytelling campaigns that highlight race experiences, athlete journeys and behind-the-scenes moments, aimed at engaging a wider audience across India.
Angelo George, CEO of Bisleri International, said hydration plays a crucial role in both sports performance and everyday life, and the partnership with Procam International reflects the company’s commitment to supporting large-scale sporting events while promoting sustainability.
In line with this commitment, Bisleri will extend its “Greener Promise” initiative at marathon venues by installing recycled plastic benches and dedicated waste collection bins to promote responsible plastic usage and recycling awareness among participants and spectators.
Tushar Malhotra, Director – Sales and Marketing at Bisleri International, noted that the partnership will allow the brand to connect with a highly engaged consumer base through one of India’s largest participative sporting platforms.
Anil Singh, Managing Director of Procam International, said the collaboration aims to enhance the race-day experience while strengthening India’s distance running ecosystem and promoting sustainable event practices.
Industry observers say the partnership reflects the growing popularity of marathon running in India and the increasing role of sports marketing in building brand engagement and promoting healthy lifestyles.
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