Kingfisher & AFA kick off football partnership in India

United Breweries Ltd. has announced a landmark partnership between its flagship brand Kingfisher Premium Packaged Drinking Water and the Argentine Football Association (AFA) as Regional Sponsor in India.

The official unveiling took place at the iconic River Plate Stadium in Buenos Aires, where Mohit Raina, Category Head – Kingfisher, represented United Breweries alongside Leandro Petersen, Chief Commercial & Marketing Officer of AFA.

This collaboration aims to further Kingfisher’s footprint in India’s passionate football territories, including West Bengal, Kerala, Goa, and the Northeast. It aligns closely with the brand’s core values of togetherness, celebration, and joy, and comes at a time when football’s popularity in India is rapidly rising. “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,” said Leandro.

The partnership will roll out a robust 360-degree campaign featuring on-ground activations, digital fan engagement, and grassroots football initiatives aimed at nurturing talent and building strong community connections.

Adding major excitement to the tie-up, the Argentine National Team is set to play an international friendly match in Kerala in October 2025. “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,” noted Vikram Bahl, Chief Marketing Officer, United Breweries Ltd.

Through this partnership, Kingfisher Premium Packaged Drinking Water reaffirms its role not just as a hydration partner, but as a champion of sportsmanship and fan culture, working with one of football’s most iconic federations to grow the sport in India.