Mumbai: CEAT, a tyre manufacturer, partners with Bundesliga champions Bayer 04 Leverkusen. As the premium tyre partner, CEAT will join forces for two seasons until June 30, 2026.
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.”
CEAT is the new official premium and tyre partner of Bayer 04 Leverkusen Werkself. The contractual rights of CEAT as the new official premium and tyre partner include extensive TV presence through LED perimeter boards, cam carpets on the touchlines, and substitution boards at Werkself matches at the BayArena. Additionally, CEAT will have a prominent presence on media backdrops at Bundesliga press conferences and during matches. The official Bayer 04 Leverkusen team bus will be equipped with CEAT’s premium tyres.
“We are delighted to welcome CEAT as a new strong, international partner at Bayer 04,” explains Markus Breglec, Chief Marketing and Innovation Officer, Bayer 04 Leverkusen Fußball GmbH at the double winners. “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.”
CEAT’s contribution to Sports in India and Beyond:
CEAT supports sports and its societal impact. The company partners with Tata IPL and Tata WPL cricket leagues, sponsors bats, and collaborates with top cricketers. It also has an alliance with Bayer 04 Leverkusen for soccer development globally. CEAT diversifies its support to motorsports like Indian Supercross Racing League.
