Two-time Indian Super League (ISL) champions Chennaiyin FC has retained India’s leading paint manufacturers, Nippon Paint India, as the Associate Sponsor for the upcoming 2020-21 season. This is the fourth consecutive year of Nippon Paint India’s with CFC. The brand will continue to feature on the sleeve of the club’s playing kit. The retainment of the deal suggests the scale of visibility that ISL provides brands for their marketing purposes.
Over the years, Nippon Paint India and CFC have carried out many community and society-driven initiatives that have been integral to the cause for both brands. Most recently, the club brought out stories of the stakeholders, fans, community members and citizens of Chennai carrying out selfless deeds in the lockdown through a series of articles called ‘Adding Colors to Life’.
The two have engaged to a great extent with government schools and lesser-privileged sections of society, by implementing paint work, renovation and meets-and-greets with CFC stars. Moreover, every season Nippon Paint India has given numerous children the opportunity to enjoy a CFC match day by bringing them to the Marina Arena and watch the action from close quarters.
With such a great history between the two-organisations, it is expected that the new phase of their relationship will bring more color to the lives of everyone associated with Chennaiyin FC and Nippon Paint India.
Earlier this week, Chennaiyin FC (CFC) has also extended contract with the online sports news portal DafaNews, making it the Principal Sponsor of the club for the upcoming ISL season.
It is to be noted that Nippon’s key market is Tamil Nadu and with this addition, the brand has successfully retained both Chennai Super Kings (IPL) as well as Chennai FC(ISL) under their sponsorship portfolio. Other category competitors such as Nerolac which has pan India presence had also partnered with IPL teams in recent editions.
Paints is certainly becoming one of the key advertising categories in the sports sponsorship landscape.