BENGALURU: Indian Super League (ISL) club Bengaluru FC (BFC) have a roster of sponsors this season who have entered the country’s sporting landscape for the first time such as Nissin and Jockey.
But in terms of impact, neither can really hold a candle to the announcement Friday that South Korean automobile giant Kia Motors was signing on as principal sponsor with The Blues for the next four years. The agreement between the world’s 8th largest automaker and BFC covers the ongoing 5th edition of the Hero Indian Super League and runs through to the end of the 2021/22 season.
While financial terms were not disclosed, SportzPower understands that the deal value is Rs 50 million a year (Rs 200 million over four years).
Notable among Kia’s ongoing sporting associations are those with English cricket county Surrey, the English women’s cricket team, the Australian Open, The Oval cricket ground in London and tennis legend Rafael Nadal.
BFC CEO Parth Jindal had hinted at a logo change on its jersey for the first time since its existence in five years through a tweet which made fans guess the replacement brand for JSW Sports. Kia Motors will be the principal sponsors, with its logo emblazoned in the front of the club shirt.
The timing of the development comes ideally for Kia, which wishes to go for an all-out India launch by June 2019. Previously, it has sponsored talent hunt contests in New Delhi which selected two Indian youngsters as ‘Official Match Ball Carriers’ for the FIFA World Cup 2018 in Russia and more recently, the ‘Ball Kids International Program’ for the Australian Open 2019 in Melbourne. Incidentally, for the FIFA World Cup event, current BFC captain Sunil Chhetri was a part of the jury alongside Bhaichung Bhutia who identified the best talent. The automaker has found the perfect partner in BFC to share its success story and vision, while strengthening community engagement, especially among young fans.
“Bengaluru Football Club’s partnership with Kia is a historic association in Indian football. Kia has a rich background of partnerships with sports including a host of world-class sporting events and teams. For Kia to choose Bengaluru FC as a medium to announce its presence in India is a matter of pride for the club and is also a big testament to the fan culture that the team and the city have created. The JSW name that the club wore with pride, is now entwined in Bengaluru FC. Now, with Kia alongside us, we are looking forward to doing great things to grow the sport in the country,” Jindal said.
Speaking about the new partnership, Kia Motors CEO and MD, Kookhyun Shim said: “We at Kia, are as passionate about sports as we are about our world class cars. Our past and current partnerships with different sporting championships across the world are a clear sign of our enthusiasm for sports. As we extend this legacy to India, we aim to foster and inspire youngsters in the country to become a part of the global sports community. We are proud to associate with one of the most consistently successful teams in the ISL – Bengaluru FC, and we look forward to an excellent season with memorable experiences for millions of football enthusiasts throughout India.”
Chhetri, who was also present at the press conference where the launch was announced via a signing of a MOU, said: “I have been a part of the Bengaluru FC’s growth story from day one; we have taken big steps with every passing season. This association says so much about the club’s intent to grow, Kia has been a global ambassador of football and it was a real honor for me to be a part of the jury for Kia’s Official Match Ball Carrier Initiative where two kids were selected to be the first-ever Official Match Ball Carriers from India for the FIFA World Cup 2018. With this partnership, we are confident of encouraging and strengthening the rapidly evolving football community in India.”
