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Birla Tyres has entered into an agreement with ATK management to become the principal sponsor for the next two seasons. They will be replacing Aircel, who were the principal sponsor for the Kolkata outfit last season.
It said the company is viewing the sponsorship opportunity to connect with the large football-loving population of West Bengal.
Football is deeply rooted not only in Kolkata's but also in India's social heritage. This association will provide Birla Tyresa to connect with sports.The company is also in talks with former star footballers Shyam Thapa to start a coaching camp for coaching under-16 players
Representatives of ATK, the defending champions of Indian Super League (ISL), and Birla Tyres signed the deal yesterday although the value of the deal was not disclosed. Recently, Kesoram sold its 99 per cent subsidiary Cavendish Industries, from where it sourced a range of tyres, tubes and flabs for Birla Tyres to JK Tyre for Rs 2,200 crore.
With this sponsorhip Birla tyres is eventually venturing into the sports scenario of the country and there will not be a better stage than the ISL this year for the company.
ATK was the second football team that Aircel sponsored last year, having remained the title sponsor of Shillong Lajong for the last few seasons.
The Aircel logo was used on the front of the ATK team jersey and training kits under the previous sponsorship agreement.
Birla tyres logo will be replacing the previous one this year. With an big established company such as Birla coming into the Kolkata football arena, there are hopes of more corporate houses to follow course.
