Ceat Limited, one of India's leading tyre manufacturers, has announced 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 the company’s brand presence in Italy and the European football crazy markets. As a part of the deal, the tyre manufacturer will feature at the club’s stadium during matches, ticketing services, and on Torino’s official website.
“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. Additionally, Ceat will be able to participate in Torino’s official events, B2B workshops and conferences. Partnership with Torino FC is seen as an effort by Ceat to expand its presence in the European markets.
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.” 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.