Kingfisher Premium Packaged Drinking Water, a brand under United Breweries Ltd and part of the HEINEKEN Company, has announced a strategic partnership with the Argentine Football Association (AFA) as its Regional Sponsor in India. The official unveiling took place at the iconic River Plate Stadium in Buenos Aires on June 17, 2025.
This collaboration aims to deepen Kingfisher’s engagement with football enthusiasts in major hubs like West Bengal, Kerala, Goa, and the Northeast. The campaign will focus on fan activations—both digital and on-ground—as well as grassroots programs to foster football talent across India. Leandro Petersen, Chief Commercial & Marketing Officer of AFA, welcomed the partnership, calling it “a perfect alignment with AFA’s global fan engagement goals.” Vikram Bahl, CMO of United Breweries, stated the alliance reflects Kingfisher’s brand ethos of celebration and unity.
In a major highlight, the Argentine National Team is scheduled to play an international friendly in Kerala this October. A stronghold of Indian football, the move has generated buzz among fans and retailers alike. Local distributors see the partnership as a promising branding boost for Kingfisher, aligning perfectly with the city’s passionate football culture and high consumption of packaged beverages.
