Indian Super League football franchise Atlético de Kolkata has named Birla Tyres as its new principal sponsor.
The two-year agreement covers the 2015 season, which began at the weekend, and the 2016 campaign. Birla takes over from telecommunications operator Aircel, which was the club’s principal sponsor for the 2014 season.
Financial terms of the deal were not disclosed, although Kolkata stated that Birla sees it as an opportunity to connect with the club’s ever-growing fanbase in West Bengal, the state in which the club is based.
“Football is deeply rooted not only in Kolkata’s but also in India’s social heritage,” read a club statement. “This association will provide Birla Tyres with a chance to connect with sports.”
Kolkata won the inaugural ISL last year and began the defence of its title with a 3-2 win at Chennaiyin FC on Saturday