Bira 91
Bira 91 sponsors 4 properties, mostly running and fitness, then cricket, and has 2 campaigns on record.
2 of 7 rows confirmed on their sourceHow we check
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Sponsorships
Season by season, then every row newest first with what our check found on its source.
Official partner · Event · 2024
Listed as "Cooldown Companion" on the event's own sponsor wall.
Official partner · Event · 2023
Listed under "PARTNERS" on the ICC Men's Cricket World Cup 2023 partner wall.
Partner · Event · 2023
Logo on the 2023 sponsor wall; the page did not print tier labels.
Partner · Event · 2023
Logo on the 2023 sponsor wall; the page did not print tier labels.
Partner · Event · 2023
Shown in the site's "Partners" grid; individual tiers are not printed.
Campaigns
With the agency and talent where the trade press named them.
Experiential · 19 Sep 2022
Bira 91 partnered with Warner Bros. Consumer Products to launch a range of House of the Dragon-inspired merchandise, tying the brand to the HBO series' India launch.
Integrated campaign · 20 Oct 2021
Bira 91's first 360-degree campaign, built around seven animated films each built on a different Bira 91 variant and occasion, aimed at reinforcing the brand's premium, playful positioning as it scaled its flavour portfolio nationally. Ran across TV, radio and digital.
Marketing leadership
As reported in the trade press, with the date and the article.
Against alcohol peers
Confirmed deals only. The full alcohol leaderboard.
| Brand | Properties | 2026 deals | Campaigns | Main passion point | Latest |
|---|---|---|---|---|---|
| Bira 91 | 4 | 0 | 2 | Running and fitness | 2024 |
| United Spirits (Diageo India) | 15 | 3 | 2 | Music | 30 Mar 2026 |
| AB InBev India (Budweiser) | 4 | 6 | 5 | Music | 13 Jun 2026 |
| United Breweries (Kingfisher) | 10 | 4 | 3 | Football | 25 Apr 2026 |
| Pernod Ricard India (Royal Stag, Blenders Pride, Imperial Blue) | 10 | 6 | 3 | Music | 7 Mar 2026 |
Where peers sponsor and Bira 91 doesn't
| Property | Peers on it |
|---|---|
| Goafest | United Breweries (Kingfisher), Pernod Ricard India (Royal Stag, Blenders Pride, Imperial Blue) |
| East Bengal | United Spirits (Diageo India), United Breweries (Kingfisher) |
| Royal Challengers Bengaluru | United Spirits (Diageo India), United Breweries (Kingfisher) |
| Lollapalooza India | United Spirits (Diageo India), AB InBev India (Budweiser) |
| Sunburn Festival | United Breweries (Kingfisher), Pernod Ricard India (Royal Stag, Blenders Pride, Imperial Blue) |
| ICC Men's T20 World Cup | AB InBev India (Budweiser), Pernod Ricard India (Royal Stag, Blenders Pride, Imperial Blue) |
| Echoes of Earth | United Spirits (Diageo India), Pernod Ricard India (Royal Stag, Blenders Pride, Imperial Blue) |
| Magnetic Fields Festival | AB InBev India (Budweiser), Pernod Ricard India (Royal Stag, Blenders Pride, Imperial Blue) |
Questions people ask
What does Bira 91 sponsor?
Bira 91 has 4 confirmed sponsorship properties on record, mostly in running and fitness, then cricket, including Tata Mumbai Marathon, ICC Men's Cricket World Cup, TCS World 10K Bengaluru. The latest is dated 2024.
Does Bira 91 sponsor cricket?
Yes. Bira 91 has 1 confirmed cricket deal on record.
Know when Bira 91 signs something new
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