Bira 91 announced as official partner of Delhi Capitals 

New Delhi-based company Bira 91 has been announced as the official cheer partner of the Delhi Capitals as part of a five-year deal.

As part of this agreement, Bira 91 will aim to create new and engaging campaigns and think of innovative approaches to improve engagement with the Capitals fans. The partnership will also include unique activations and curated offers, enabling fans to celebrate their love for cricket and beer. 

Speaking about the partnership, Ankur Jain, Founder and CEO, Bira 91, said:

“Coming on board as the Official Cheer Partner of Delhi Capitals is a milestone moment for Bira 91’s long standing affinity with Cricket. As a brand that is born and based in the heart of Delhi, Connaught Place, Bira 91 holds a strong emotional connection with the city, team and fans alike. Both cricket and beer are integral aspects of Delhi’s culture and enjoy the unwavering love and support of the people. Personally too, being born and brought up in Delhi, this partnership is close to my heart as I have always cheered for Delhi Capitals.”

Both the organisations are looking forward to this long-term partnership, having announced the same on their social media channels. 

Interim CEO of Delhi Capitals, Vinod Bisht, also spoke about the partnership stating:

“We are delighted to announce this groundbreaking association with Bira 91. Together, we are looking forward to creating exciting and innovative experiences for our fans and building a successful partnership that pushes both our fast-growing brands to greater heights.” 

Established in 2015, Bira 91 is an Indian craft beer which is manufactured by B9 beverages Private Ltd. The Indian company has a history in sponsoring sports events, and in 2018 clinched a five-year sponsorship deal with the ICC which was estimated to be around US$5-6 million a year.