Kingfisher Premium Water Partners with Argentine Football Association as Regional Sponsor in India

Strategic Collaboration Aims to Engage Football Fans Nationwide

June 19, 2025 – Kingfisher Premium Packaged Drinking Water, a flagship brand of United Breweries Ltd (part of the HEINEKEN Company), has secured a high-profile partnership with the Argentine Football Association (AFA) as its Regional Sponsor in India. The announcement was made at a grand event held at the iconic River Plate Stadium in Buenos Aires, marking a major milestone for both brands.

Representing United Breweries, Mohit Raina, Category Head for Kingfisher, and Leandro Petersen, Chief Commercial & Marketing Officer of AFA, unveiled the collaboration, which aims to strengthen Kingfisher’s presence in India’s most passionate football markets—West Bengal, Kerala, Goa, and the Northeast.

A Shared Vision: Football, Fandom, and Community Engagement

The partnership aligns with Kingfisher’s brand ethos of celebration, togetherness, and joy while tapping into the growing influence of football in India. The campaign will feature a mix of on-ground and digital activations, including immersive fan experiences and grassroots football programs designed to nurture talent and deepen community engagement.

Adding to the excitement, the Argentine National Team is scheduled to play an international friendly match in Kerala in October 2025—an event expected to draw massive viewership and stadium attendance.

Executive Perspectives: A Win-Win Collaboration

Leandro Petersen, Chief Commercial & Marketing Officer of AFA, expressed his enthusiasm: “We are thrilled to welcome Kingfisher Premium Packaged Drinking Water as a Regional Sponsor in India. This partnership strengthens our presence in one of the world’s most passionate football markets and aligns with our mission to connect with fans globally through meaningful engagements.”

Vikram Bahl, Chief Marketing Officer of United Breweries Limited, added: “Partnering with the Argentine Football Association is a proud moment for Kingfisher. Football has the power to unite communities, and through this collaboration, we aim to bring that energy to life with memorable campaigns that celebrate the sport and reflect our brand’s vibrant spirit.”

Strengthening Kingfisher’s Legacy in Sports Sponsorship

This strategic alliance reinforces Kingfisher’s commitment to creating immersive consumer experiences while supporting the growth of football in India. By associating with one of the world’s most iconic football institutions, the brand not only enhances its market positioning but also contributes to the sport’s future in the country.

With fan-centric initiatives and high-profile events on the horizon, this partnership is set to redefine football engagement in India, bringing fans closer to the game they love.

Key Highlights:

• Kingfisher becomes the Regional Sponsor of AFA in India, targeting key football-loving regions.

• Integrated fan engagement campaigns planned, including grassroots programs.

• Argentine National Team to play a friendly in Kerala (October 2025), boosting local excitement.

• Partnership reflects Kingfisher’s commitment to sports, community, and celebration.

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