Motorcycle manufacturer Hero MotoCorp has struck a deal with the All India Football Federation, the sport’s national governing body.
The deal will run for three years, from 2015 to 2017.
Under the agreement, Hero will serve as the title sponsor of the Federation’s Cup and I-League tournaments.
“Having been the title sponsor of the Hero Indian Super League, we are now taking the next logical step of becoming the title sponsor of the much-followed Federation Cup and the I-League,” Hero’s vice-chairman, managing director and chief executive, Pawan Munjal, said.
“With this, Hero MotoCorp has now become the pioneer catalysts in popularising the game of football in the country. I am sure this will also bring in much-needed professionalism into the game and promote it at the grassroots level to help identify and nurture local talent.”