Airtel kicks off I-League partnership

Telecommunications operator Airtel has reached an agreement to become the title sponsor of the I-League, India’s top football competition.

The deal, brokered by the IMG-Reliance agency, covers the 2013-14 I-League season, which got under way this weekend.

The All India Football Federation came in for criticism due to its failure to secure a sponsor in the lead up to the new season, but general secretary Kushal Das said: "The deal between AIFF and Airtel proves there are many takers for Indian football."

Airtel enters into its partnership with the AIFF after it last week opted against renewing its title sponsorship agreement with the Board of Control for Cricket in India, a deal which covered all home internationals and domestic competitions.