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Kingfisher announces regional sponsorship with Argentine Football Association
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Thursday, 19 June, 2025, 13 : 00 PM [IST]
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Our Bureau, Mumbai
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Kingfisher Premium Packaged Drinking Water 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 official announcement was made at an event held at the River Plate Stadium, Buenos Aires. Representing United Breweries was Mohit Raina, category head, Kingfisher, while Leandro Petersen, chief commercial & marketing officer of AFA, represented the Argentine Football Association to announce the partnership.
This collaboration aims to expand its footprint across passionate football territories in the country, such as West Bengal, Kerala, Goa and the entire Northeast region. It marks a strategic alignment with the rising influence of football and its brand ethos of togetherness, celebration and joy.
The campaign will feature an integrated mix of activations designed to engage fans both on-ground and digitally. Key initiatives include creating immersive experiences for fans and driving grassroots football programmes that nurture talent and deepen community engagement.
Adding to the excitement, the Argentine National Team is set to play an international friendly match in Kerala in October 2025, a highly anticipated event expected to attract significant viewership and strong on-ground attendance.
Petersen said, "We are excited to welcome Kingfisher Premium Packaged Drinking Water as a Regional Sponsor in India. 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.”
Vikram Bahl, chief marketing officer, United Breweries Limited, said, “Partnering with the Argentine Football Association marks a proud milestone for Kingfisher Premium Packaged Drinking Water. Football has a remarkable ability to unite communities and inspire fans. Through this collaboration, we aim to bring that energy to life through meaningful experiences and memorable campaigns that celebrate the game and reflect the vibrant spirit of our brand.”
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