Indian tyre brand Madras Rubber Factory (MRF) has become the first sleeve sponsor for English Premier League football clubs Newcastle United and West Ham United.
Both deals will run through to the end of the 2017-18 season – the first campaign in which the league is allowing clubs to feature a sponsor on one sleeve.
MRF’s branding will appear on the sleeves of Newcastle and West Ham’s home and away kits.
MRF also has commercial partnerships with cricket players Shikhar Dhawan, Virat Kohli and AB de Villiers, and was previously a partner of legends Sachin Tendulkar and Brian Lara.
Meanwhile, MRF has also become the official tyre sponsor of Premier League club West Bromwich Albion for the 2017-18 season.
MRF will benefit from pitchside LED and branding at The Hawthorns stadium, as well as across the club's digital media channels.