NorthEast United and three other Indian Super League clubs – ATK Mohun Bagan, Hyderabad FC and East Bengal – have partnered with Bakrishna Industries Ltd, the manufacturer of BKT Tires, it was announced today.
The partnerships mark BKT’s maiden association with professional football in India.
“Football is synonymous with bringing people together and inspiring character, something we deeply believe in at BKT. We, as a brand, have always passionately supported leading sports all over the world and it gives us great pleasure to be an integral part of such a grand football event in India. The BKT family is indeed super excited to partake in the surreal football experience back home, after key collaborations with the biggest global leagues.” Rajiv Poddar, Joint Managing Director of BKT, said in a press release.
This may be its first foray in sponsoring football teams, but BKT has previous experience of the sports arena, having had ties to cricket and kabaddi in recent years.