Bisleri International has announced a six-year strategic partnership with Procam International, strengthening its commitment to sports, hydration awareness, and community fitness across India.

Under this long-term agreement, Bisleri will serve as the Official Hydration Partner for some of the country’s most prestigious running events, organized by Procam International. The collaboration aims to enhance the race experience for runners while promoting sustainable and healthy lifestyles.

Major Marathons Included in the Partnership

The six-year association covers four of India’s largest distance running events:

• Tata Mumbai Marathon
• Vedanta Delhi Half Marathon
• Tata Consultancy Services World 10K Bengaluru
• Tata Steel World 25K Kolkata

These events attract hundreds of thousands of participants, including elite athletes, amateur runners, and community participants from across India and around the world.

Enhancing the Runner Experience

As part of the collaboration, Bisleri will play a crucial role in ensuring proper hydration for marathon participants.

Key initiatives under the partnership include:

• Setting up hydration stations along marathon routes
• Providing safe and reliable drinking water for runners
• Creating strong on-ground branding with inflatable arches and route branding
• Launching limited-edition Bisleri bottles featuring elite runners
• Producing digital campaigns showcasing runner stories and athlete journeys

These efforts aim to improve race-day experiences and support athletes performing at their best.

Sustainability Initiatives at Marathon Events

The partnership also focuses heavily on environmental responsibility.

Through the Bisleri Greener Promise initiative, the company plans to introduce sustainability measures at marathon venues, including:

• Installation of recycled plastic benches
• Placement of waste collection bins
• Awareness campaigns promoting plastic recycling and responsible waste management

These initiatives aim to demonstrate how large-scale sporting events can operate while maintaining environmental sustainability.

Strengthening Bisleri’s Sports Marketing Strategy

According to company representatives, the collaboration aligns with Bisleri’s broader strategy of supporting sports and fitness initiatives across India.

Bisleri already maintains more than 120 sports associations across different disciplines and regions. The new partnership with Procam International further strengthens the brand’s presence in the sports ecosystem.

By associating with India’s biggest marathon events, Bisleri can connect with a highly engaged audience that values health, fitness, and active lifestyles.

Role of Procam International in India’s Running Movement

Procam International has played a major role in building India’s distance-running culture.

Founded in 1988, the organization manages several large-scale sporting events and has helped transform marathon running into a national fitness movement. These events not only promote physical health but also contribute to philanthropic causes and community initiatives.

The collaboration with Bisleri aims to further strengthen the running ecosystem in India over the coming years.

Growing Popularity of Marathon Events in India

Running events such as the Tata Mumbai Marathon have become some of the largest mass-participation sporting events in Asia, attracting professional athletes, amateur runners, and fitness enthusiasts alike.

With increasing awareness about health and fitness, marathon participation in India continues to grow, making these events powerful platforms for sports marketing and brand engagement.

The six-year partnership between Bisleri International and Procam International highlights the growing connection between sports, hydration, and sustainability initiatives in India.

By becoming the official hydration partner for major marathon events, Bisleri is positioning itself at the center of India’s rapidly expanding running culture. The collaboration is expected to improve race experiences for participants while encouraging healthier lifestyles and responsible environmental practices.

FAQ’s

What is the Bisleri and Procam International partnership about?

Bisleri International has signed a six-year agreement with Procam International to become the official hydration partner for major marathon events in India.

Which marathons are included in the partnership?

The partnership includes the Tata Mumbai Marathon, Vedanta Delhi Half Marathon, TCS World 10K Bengaluru, and Tata Steel World 25K Kolkata.

What role will Bisleri play during marathon events?

Bisleri will provide hydration stations, branded event experiences, and safe drinking water for runners during the marathons.

What sustainability initiatives are included in the partnership?

The partnership includes recycled plastic benches, waste collection bins, and recycling awareness initiatives under the Bisleri Greener Promise program.

Why are marathon events important for sports marketing?

Marathons attract large audiences and promote healthy lifestyles, making them powerful platforms for brands to engage with active communities.