Bisleri International Backs Indian Racing Festival In Landmark Deal

Bisleri International, one of India’s most iconic beverage brands, has officially entered Indian motorsport sponsorship, partnering with the Indian Racing Festival  (IRF) as its official hydration partner for the 2025 season.

The landmark deal is Bisleri’s first move into the world of motorsport and will span the entire IRF calendar from August 16 to November 2025.  

Under the deal, Bisleri will provide hydration support for all participating teams, drivers, and technical personnel during race weekends. The brand will also receive extensive visibility on-site, with its logo featured across car liveries, driver suits, pit lane coolers, and trackside hoardings.

Following the deal, Akhilesh Reddy, Chairman & Managing Director, Racing Promotions (RPPL), stated, “We’re thrilled to welcome Bisleri to the Indian Racing Festival family. This partnership reflects how leading Indian brands are recognising motorsport not merely as a spectacle, but as a sporting and lifestyle movement. Bisleri’s reputation & the broader element of trust complements the values we’re building IRF on. Together, we aim to create a sporting experience that is healthy, aspirational, and deeply connected to India’s youth.”

Tushar Malhotra, Director of Sales & Marketing, Bisleri International, added, “We are thrilled to announce a strategic hydration partnership with the Indian Racing Festival, one of our most exciting forays in the world of motorsports. The association will see the iconic Bisleri logo prominently displayed on the race cars and driver jackets. We are also releasing limited edition bottles with all the teams to amplify the excitement for our consumers.”

The 2025 season of the Indian Racing Festival promises to be its most expansive yet, with five race weekends scheduled across cities like Hyderabad and Chennai, and the much-anticipated debut of the Goa Street Circuit. 

The festival features two marquee championships: the Indian Racing League and the FIA-certified Formula 4 Indian Championship.  A total of 14 city-based franchise teams will compete across both formats—eight in Formula 4 and six in the Indian Racing League—bringing together some of the most exciting motorsport talent in the region.

The addition of Bisleri to the IRF’s growing roster of sponsors reflects the rising commercial appeal of Indian motorsport. It also sees the growing trend of iconic Indian brands tapping into new-age platforms to engage with younger, lifestyle-oriented audiences. With more domestic and international partnerships expected soon, the Indian Racing Festival continues to establish itself as a cultural and commercial force in the country’s sporting ecosystem.

According to ASN data, Bisleri (3.2%, US$3m+) is the 5^th largest spender for its category in the Asian sponsorship landscape since Q422, with an average quarterly investment of almost US$288k during this period. The forecast for Q325 is positive as it is poised to rise by 42% to US$408k after a muted first half of 2025 which only saw investment of US$131k. The three biggest deals the brand has are with IPL franchises Delhi Capitals (US$525k) and Mumbai Indians (US$361k), as well as Ultimate Table Tennis League (US$175k). A fair number of its deals are between the US$25k and US$61k range for local marathons.