New Delhi: In an effort to expand its presence in the European markets, CEAT Limited, one of the leading tyre manufacturers in India today announced its partnership with Torino FC, one of the top football clubs in the Italian Serie A. The partnership will span over the next two years and will make CEAT the football club’s official tyre sponsor. The deal is aimed to fortify CEAT’s brand presence in Italy and the European football crazy markets. As a part of the deal, CEAT branding will feature at the club’s stadium during matches, ticketing services, and on Torino’s official website. Additionally, the tyre manufacturer will be able to participate in Torino’s official events, B2B workshops and conferences.
CEAT International which stands for Cavi Electrici Affini Torino (Electrical Cables and Allied Products of Turin) was first established in 1924 in Turin, Italy as a manufacturer of cables for telephones and railways. In 1982, the RPG Group, took over CEAT Tyres of India, and in 1990, renamed the company CEAT Ltd.
“We are extremely happy to partner with Torino F.C., which is one of the most popular clubs in Italy. CEAT was a brand born in Turin, Italy and going back to our roots is what makes it a special experience for us. The association will help us further position our brand and the products in global markets that are crucial and a part of our global expansion strategy. Going forward, we hope to contribute to the success of the team and wish them luck for their matches.” said Mr. Nitish Bajaj, Sr. Vice President – Marketing, CEAT Limited.
Commenting on the partnership, Spokesperson (Torino) said, “We are thrilled to have CEAT on board with us, a well-known brand in India with a history in Italy. We as a club would like to take our brand across the world and association with a global brand like CEAT would be a testament to our mission. We look forward to a long and successful partnership for the seasons to come.”