Ebco becomes official partner of Team India for Paris 2024

As per the agreement, Ebco will launch a new campaign, "Truly Indian, Truly World-Class," to coincide with the IOA partnership.

Ebco, an Indian leading furniture fittings manufacturer, has signed a partnership agreement with the Indian Olympic Association (IOA) to become an official partner of the Indian Olympic team for the upcoming Paris 2024.

As per the agreement, the furniture fittings manufacturer will launch a new campaign, “Truly Indian, Truly World-Class,” to coincide with the partnership. 

The campaign will be promoted on the company’s digital channels and targeted towards their dealers and distributors, highlighting the parallel between the world-class Indian athletes and Ebco’s high-quality products.

The official marketing agency of the IOA, IOS Sports and Entertainment, brokered this partnership between the two entities.

Commenting on the partnership, Dr PT Usha, President of IOA, stated, “I am very happy with this partnership with EBCO, a stalwart in India’s manufacturing landscape. This collaboration embodies our shared commitment to precision, quality, and progress, as we work together to elevate the standards of our sporting infrastructure and support our athletes on their journey to greatness.”

Rajesh Nair, Director – Sales and Marketing at EBCO, said, “At EBCO, we’re immensely proud to be an official partner to the Indian Olympic Team. Our players are not only nurturing the hopes and ambitions of a billion-plus Indians but also making us proud by representing the nation at the very highest levels of sport. Moreover, this is a fitting partnership, given the commonalities in traits and values we share with these athletes. We are very excited about this partnership and cannot wait for the campaign to unfold.”

Speaking about the campaign, Ramanuj Shastry, Creative Chairman at Infectious Advertising, said, “It’s the perfect partnership. The Indian Olympic Team and EBCO stand for world-class standards and are truly Indian.”

Neerav Tomar, MD, IOS Sports & Entertainment Pvt. Ltd., said, “We at lOS are thrilled to facilitate this partnership between Ebco and the Indian Olympic Association. As the official marketing agency for the Indian Olympic Association, it gives us immense happiness to bring brands across diverse genres supporting India’s quest for its best-ever Summer Olympics haul this year. Ebco exemplifies innovation and world-class quality through their products, and we aim to bring all the world-class support we can get to solidify Team India’s chances at Paris this year.”

Ebco is a leading Indian manufacturer of furniture hardware, founded in 1963. The company has grown from a tool room to a country-wide distributor with a reputation for strong manufacturing, a vast product range, and affordable prices.

A powerhouse in Indian sports and entertainment management, IOS Sports & Entertainment was established in Delhi in 2005. The marketing agency manages a diverse portfolio of clients, including iconic athletes like MC Mary KomVijender SinghMirabai ChanuLovlina Borgohain, and Ashwini Ponnappa. The agency’s reach extends beyond individual talents, as it also handles marketing activities for prestigious organizations like the Athletic Federation of India (AFI) and the Wrestling Federation of India (WFI).

The announcement comes ahead of the Paris 2024 Olympic Games and follows IOA’s recent collaboration with YES Bank as another sponsor for the upcoming games.

Founded in 1927, the IOA governs the Olympic Movement and Commonwealth Games (CWG) in India. Responsible for selecting and managing Indian athletes at major international events, the IOA has a long history of successful partnerships, including collaborations with Reliance Industries Limited (RIL), Reliance Foundation (RF), Adani SportslineJSW Inspire, and Amul.

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