Procam International have announced their partnership with Bira 91, one of India’s fastest-growing beer brands, as the official Companion for all the four world-class running events . The partnership will kick off with the prestigious World Athletics Gold Label Road Race Tata Mumbai Marathon which is to be held on January 19 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.
Today, running is the fastest growing participative sport in India. Procam running events have played a pivotal role in this transformation – from starting a health & fitness revolution that spawned over 1400 races in the country, to creating a springboard for Indian long- and middle-distance runners. Re-enforcing bonds with civil society, these events have become a beacon of humanity and compassion.
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 Bira 91 light an excellent opportunity to be a part of the running community and their lifestyle”
Tata Mumbai Marathon is amongst the world’s top 10 marathons and India’s biggest sporting platform for charity. The 17th edition of the event is slated for Sunday, 19th January 2020. With prize money of USD 405,000, the Tata Mumbai Marathon 2020, will witness over 50,000 participants, including world-class Indian and international athletes, professional and amateur runners, and fitness enthusiasts.