The leading global tyre manufacturer, CEAT Tyres has announced a new partnership with the reigning Bundesliga champions, Bayer 04 Leverkusen.
This exciting collaboration marks CEAT’s first major foray into German football sponsorship, positioning the manufacturers in front of millions of passionate fans worldwide.
The partnership has established CEAT as Leverkusen’s official premium tyre partner. This agreement has granted CEAT extensive brand exposure through various channels, including LED perimeter boards, cam carpets, and substitution boards during matches at the BayArena. Additionally, CEAT will have a prominent presence on media backdrops and the official Bayer 04 Leverkusen team bus will be outfitted with its premium tyres.
Commenting on the partnership, Markus Breglec, Chief Marketing and Innovation Officer, Bayer 04 Leverkusen Fußball GmbH, said, “We are delighted to welcome CEAT as a new strong, international partner at Bayer 04. Just like us, CEAT operates on international terrain. We are united as partners by our ambition to drive innovation and master challenges in a highly competitive environment.”
Arnab Banerjee, MD and CEO of CEAT, said, “We are thrilled to embark on this long-term partnership with Bayer 04 Leverkusen. This is especially significant as both CEAT and Bayer 04 Leverkusen boast rich heritage, each with over 100 years of history, making this partnership a fusion of two historic brands.”
Lakshmi Narayanan B, CMO of CEAT, added, “We have a strong global presence with our operations and state of the art R&D facility in Germany and through this partnership, we gain the opportunity to connect with our German consumers. We believe this collaboration will also resonate strongly with Indian football audiences, inspiring passion and support for both, the sport and our brand in this vibrant market.”
This strategic alliance presents a win-win situation for both parties. CEAT gains access to a massive global audience passionate about European football, boosting its brand recognition and potentially driving sales. Leverkusen, on the other hand, secure a dedicated sponsor known for its commitment to quality and performance, values that perfectly align with the club’s philosophy.
CEAT boasts a long and successful association with Indian sports, particularly cricket. Its sponsorships include the highly-regarded Indian Premier League (IPL). But its commitment goes beyond team affiliations – CEAT has also secured brand ambassadorships with prominent cricketers like Shafali Verma, Matthew Hayden and Rohit Sharma. This strong connection with cricket has helped CEAT resonate with millions of sports fans, emphasizing its brand values of reliability and performance – qualities that are just as essential on the road as they are on the pitch.
Recently, Bayer Leverkusen struck a partnership with the Niedax Group, one of the world’s largest makers of cable management systems.
Bayer 04 Leverkusen’s 2023-24 season was nothing short of historic. They achieved a remarkable feat, going undefeated throughout the entire Bundesliga campaign, a testament to their exceptional teamwork and unwavering spirit. Their dominance extended beyond the league, as they reached the DFB-Pokal final and secured a domestic double with a convincing victory over Kaiserslautern. Their European adventure in the UEFA Europa League concluded with a hard-fought second-place finish after falling to Atalanta in the final.
The upcoming season promises to be another exciting one for Bayer 04 Leverkusen. They’ll kick things off with the DFL-Supercup against VfB Stuttgart on August 18, followed by their Bundesliga season opener against Borussia Mönchengladbach on August 24.