Reebok has returned to competitive football sponsorship in India with a new partnership with NorthEast United FC (NEUFC). The brand unveiled the club’s new season jersey at an event in Mumbai, marking a new phase for Reebok’s presence in Indian sport.
The jersey was unveiled by Aryaman Vikram Birla, Director, Aditya Birla Group and Non-Executive Director of Aditya Birla Lifestyle Brands Limited (ABLBL), and John Abraham, Co-Owner, NorthEast United FC.
Aryaman Vikram Birla, Director, Aditya Birla Group, said, “Sport is entering a defining phase in India, and sportswear is emerging as one of the most exciting opportunities within fashion and lifestyle. Reebok is uniquely positioned at the intersection of these trends, combining an authentic sporting heritage with ability to connect with a new generation of consumers, making it one of the fastest growing brands in our fashion portfolio. Our partnership with NorthEast United FC is a natural extension of that vision, bringing together an iconic sports brand and one of India’s most passionate football communities”
The partnership marks a new sports chapter for Reebok in India and follows its global approach of building credibility through sport while connecting with regional sporting communities.
John Abraham, Co-Owner, NorthEast United FC, said, “Reebok’s sporting heritage speaks for itself, and this partnership with NorthEast United FC is a special moment for us. This partnership reflects the ambition we have for the club, both on and off the pitch, and we’re excited about the opportunities this creates for football in the region.”
Arjun Ramamoorthy, Brand Head, Reebok India, said, “This partnership is about building Reebok’s relevance through sport, with a clear focus on where consumers are engaging and where the brand can add value. Football gives us an authentic platform to engage with a new generation of consumers, while NorthEast United FC provides a strong cultural and sporting connection.”
Mandar Tamhane, CEO, NorthEast United FC, said, “This partnership is a reflection of where NorthEast United FC is heading. We have always believed that the Northeast has the talent, passion and culture to make a much bigger mark on Indian football. Reebok and Aditya Birla Group shares that belief, and together we have an opportunity to connect that footballing identity with a new generation, while continuing to raise the standards for the club and the region.”
Reebok has a long-standing association with sport in India and has outfitted athletes and teams across cricket, football and running over the years. NorthEast United FC, a two-time Durand Cup winner representing all eight states of Northeast India, has also played a role in bringing the region’s football culture and talent to the forefront of Indian football.
The jersey launch was attended by key members of the NorthEast United FC squad, including Mandar Tamhane, Gurmeet Singh, Buanthanglun Samte, Redeem Tlang and Lalrinzuala Lalbiaknia.
The launch also featured a 5-a-side exhibition match involving NEUFC players, giving fans and media an opportunity to see the new Reebok kit in action. The jersey features eight stars, representing the eight states of Northeast India and celebrating the region’s deep-rooted football culture.
