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Procam International partners with Bira 91 for Tata Mumbai Marathon ’20
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Wednesday, 08 January, 2020, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Procam International, pioneers of distance running events in India, has announced their partnership with Bira 91, one of India’s fastest-growing beer brands, as the official companion for all the four world-class running events.
The partnership will kick off with the prestigious World Athletics Gold Label Road Race Tata Mumbai Marathon, whose 17th essay will take place on January 19, 2020, and extend to Tata Consultancy Services World 10K, Airtel Delhi Half Marathon and the Tata Steel Kolkata 25K.
This association will mark Bira 91’s debut into mass participation sports, after entering into a global five-year partnership with International Cricket Council (ICC) in November 2018.
Today, running is the fastest-growing participative sport in India. Procam running events have played a pivotal role in this transformation - from starting a health and fitness revolution that spawned over 1,400 races in the country, to creating a springboard for Indian long- and middle-distance runners.
Reinforcing bonds with civil society, these events have become a beacon of humanity and compassion.
Beer is increasingly becoming synonymous with running and marathons globally. Most runners consider beer to be an important part of their training, along with being the preferred celebratory drink after a marathon. Bira 91 Light, at just 90 calories and 3g carbohydrates, will be a cooldown choice for the marathoners.
As a rights holder, Bira 91 is set to enhance the enthusiasm amongst participants with their activation programmes and merchandise.
From the pre-race day engagement activities across cities with multiple runner groups to in-venue activations on race-day across various bars and restaurants in the host city, Bira 91 aims to spread awareness about its low-calorie offering and healthier lifestyle choices.
Speaking of the partnership, Deepak Sinha, vice-president, marketing, Bira 91, said, “We are excited to partner with Procam and their events for the next five years. The races give Bira 91 light an excellent opportunity to be a part of the running community and their lifestyle.”
“The light serving provides a healthier and lighter option not only for fitness enthusiasts, but also conscious consumers looking to strike a balance between fitness and fun. We look forward to a long and successful partnership with the Procam team,” he added.
On the association, Anil Singh, managing director, Procam International, said, “We are delighted to welcome Bira 91 on board as the official companion, starting with Tata Mumbai Marathon 2020.”
“Bira 91 has had a disruptive presence in the market of craft beers, and with the announcement of Bira 91, we are sure to see yet another innovation from this brand. We look forward to an invigorating and refreshing partnership, and are sure that our runners will enjoy the Bira 91 experience at all our events across India,” he added.
Tata Mumbai Marathon is amongst the world’s top 10 marathons, and India's biggest sporting platform for charity. With prize money of $4,05,000, its 2020 essay will witness over 50,000 participants, including world-class Indian and international athletes, professional and amateur runners, and fitness enthusiasts.
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