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Hero ramps up commitment to Indian football

Indian motorcycle manufacturer Hero MotoCorp has entered into a partnership with the All India Football Federation, through which it will sponsor the country’s national team.

Under the agreement, the length of which was not disclosed, Hero will benefit from pitch-side advertising during India’s home games.

Kushal Das, general secretary of the AIFF, told the Goal.com website that the deal would cover India’s “other age group sides” as well as the senior team.

Hero also sponsors top-tier club competition the I-League, the franchise-based Indian Super League and the Federation Cup knockout tournament.

The Hero deal represents the first major sponsorship for the national team after an agreement with consumer electronics manufacturer Panasonic ended in December 2012.