As a rights holder, Bira 91 will get to enhance the enthusiasm amongst Procam International event participants with branded activation programs and merchandise.
Procam International has announced its partnership with Bira 91 as the official Companion for four running events. The partnership will kick off with the World Athletics Gold Label Road Race Tata Mumbai Marathon which is to be held on 19th January 2020 and extend to Tata Consultancy Services World 10k, Airtel Delhi Half Marathon and the Tata Steel Kolkata 25K.
This association will mark Bira 91’s debut into mass participation sports, after entering into a global 5-year partnership with International Cricket Council (ICC) in November 2018.
Starting from the pre-race day engagement activities across cities with multiple runner groups to in-venue activations on race-day across various bars and restaurants in the host city, Bira 91 aims to spread awareness about its low-calorie offering and healthier lifestyle choices.
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Speaking of the partnership, Deepak Sinha, VP-Marketing, Bira 91, said, “We are excited to partner with Procam and their events for the next 5 years. The races give Bia 91 light an excellent opportunity to be a part of the running community and their lifestyle. The light, at just 90 calories and 3 gms carb per 330ml serving, provides a healthier and lighter option not only for fitness enthusiasts but also conscious consumers looking to strike a balance between fitness and fun. We look forward to a long and successful partnership with the Procam team.”
Anil Singh, Managing Director, Procam International, on the association, said, “We are delighted to welcome Bira 91 on board as the Official Companion starting with Tata Mumbai Marathon 2020. Bira 91 has had a disruptive presence in the market of craft beers, and with the announcement of Bira 91, we are sure to see yet another innovation from this brand. We look forward to an invigorating and refreshing partnership, and are sure that our runners will enjoy the Bira 91 experience at all our events across India!”