New Delhi: In a move that blends sport, celebration, and community engagement, Kingfisher Premium Packaged Drinking Water, a brand under United Breweries Ltd and part of the global HEINEKEN Company, has announced a strategic partnership with the Argentine Football Association (AFA) as its Regional Sponsor in India.
The announcement was made at a high-profile event held at the iconic River Plate Stadium in Buenos Aires, Argentina. Representing Kingfisher at the event was Mohit Raina, Category Head at Kingfisher, while the Argentine Football Association was represented by Leandro Petersen, Chief Commercial and Marketing Officer of AFA.
This landmark partnership is aimed at strengthening Kingfisher’s presence in India’s football-loving regions, particularly West Bengal, Kerala, Goa, and the Northeast. By aligning with one of the world’s most celebrated football institutions, the collaboration reflects Kingfisher’s brand ethos of togetherness, joy, and celebration — values that closely mirror the spirit of football.
The campaign surrounding this partnership will include an exciting mix of on-ground activations, digital content, and fan-centric initiatives. These include immersive fan experiences and grassroots-level football development programs, with the aim of nurturing young talent and fostering stronger community bonds through sport.
Adding to the buzz, the Argentine National Football Team is scheduled to play an international friendly match in Kerala in October 2025. This much-anticipated match is expected to draw thousands of fans and massive viewership across India, serving as a major highlight of the campaign.
Speaking on the partnership, Leandro Petersen of AFA said, “We are excited to welcome Kingfisher Premium Packaged Drinking Water as a Regional Sponsor in India. This collaboration not only enhances our presence in one of the world’s most vibrant football markets but also aligns perfectly with our vision of connecting with fans globally through engaging partnerships.”
Echoing the sentiment, Vikram Bahl, Chief Marketing Officer of United Breweries Ltd, stated, “Partnering with the Argentine Football Association marks a proud milestone for Kingfisher Premium Packaged Drinking Water. Football is a powerful unifier, and through this collaboration, we aim to amplify that spirit by delivering impactful experiences and unforgettable moments that celebrate the beautiful game and our brand’s lively personality.”
With this partnership, Kingfisher not only elevates its brand presence but also reaffirms its commitment to supporting football in India. By connecting with a globally admired team like Argentina, Kingfisher hopes to inspire fans and fuel the growth of the sport across the country.
This collaboration is set to bring global football closer to Indian shores — and promises fans a season filled with excitement, celebration, and a deeper connection to the game they love.
