Partnership aims to boost football culture in India with grassroots initiatives and immersive fan experiences
June 17, 2025 | New Delhi:
Kingfisher Premium Packaged Drinking Water, a flagship brand from United Breweries Ltd (part of the HEINEKEN Company), has announced its partnership with the Argentine Football Association (AFA) as the Regional Sponsor in India. The collaboration, unveiled at a grand ceremony at Buenos Aires’ River Plate Stadium, represents a significant step in strengthening Kingfisher’s connection with football fans across India.
Representatives from both sides, including Mohit Raina, Category Head of Kingfisher, and Leandro Petersen, Chief Commercial & Marketing Officer of AFA, highlighted the strategic alignment of the partnership. The initiative targets key football-loving regions such as West Bengal, Kerala, Goa, and the Northeast.
The campaign promises a blend of on-ground and digital activations, including immersive fan experiences and grassroots programs aimed at nurturing young talent and fostering community engagement. A major highlight will be the Argentine National Team’s international friendly in Kerala this October — a fixture expected to draw massive crowds and viewership.
“This partnership not only enhances our presence in one of the world’s most vibrant football markets but also aligns perfectly with our vision to connect with fans globally through meaningful and engaging collaborations,” said Leandro Petersen.
Vikram Bahl, Chief Marketing Officer at United Breweries, added, “Through this collaboration, we aim to bring the energy of football to life with memorable campaigns that celebrate the game and reflect Kingfisher’s vibrant spirit.”
The partnership underscores Kingfisher’s commitment to enriching consumer experiences while contributing to the growth of football in India.