Kingfisher Premium packaged drinking water has announced its partnership with the Argentine Football Association (AFA) as the regional sponsor in India.

The official announcement was made at an event held at the River Plate Stadium, Buenos Aires. 

Through this collaboration, the brand aims to expand its footprint across passionate football territories in the country, such as West Bengal, Kerala, Goa and the Northeast region. 

It marks a strategic alignment with the rising influence of football and Kingfisher’s brand ethos of togetherness, celebration and joy.

To highlight the association, the brand will also launch a campaign. It will feature an integrated mix of activations designed to engage fans both on-ground and digitally. 

The Argentine National Team is set to play an international match in Kerala in October 2025.

Leandro Petersen, chief commercial and marketing officer, AFA, said, "We are excited to welcome Kingfisher Premium Packaged Drinking Water as a regional sponsor in India. This partnership not only enhances our presence in one of the world’s most vibrant football markets but also aligns perfectly with our vision to connect with fans globally through meaningful and engaging collaborations.”

Vikram Bahl, chief marketing officer, United Breweries, said, “Partnering with the Argentine Football Association marks a proud milestone for Kingfisher Premium Packaged Drinking Water. Football has a remarkable ability to unite communities and inspire fans. Through this collaboration, we aim to bring that energy to life through meaningful experiences and memorable campaigns that celebrate the game and reflect the vibrant spirit of our brand.”