KOLKATA: Freshly minted Hero Indian Super league franchise East Bengal FC unveiled their new logo and name at the weekend. The storied club, in which Shree Cement are the now controlling stakeholders, has been rebranded as Sporting Club East Bengal (SC East Bengal).
“The club’s new logo retains the primary assets like the emblem of a flaming torch and its colours which showcases a merger between the rich legacy of East Bengal, its contribution to Indian football along with Shree Cement’s support to keep the flag flying high,” stated HM Bangur, managing director, Shree Cement.
“It’s a start of the new and exciting partnership for all of us with East Bengal, and we’re happy to share the evolution of the club’s logo. Our crest and brand identity has been a bold one, and I am sure that this will only take the legacy of the club forward,” he added.
“We’re proud to be presenting the new logo which salutes our rich footballing legacy, while embracing a modern outlook,” said Prashant Bangur, joint managing director, Shree Cement.
“The fans are the heart and soul of SC East Bengal, and we will work together as one family trying hard every day to keep the flag flying high,” he added.
East Bengal released a 20 second video on their YouTube channel to announce the changed branding. In the video, they also have a message ‘Chhilam Achhi Thakbo’, which means ‘I was, I am and I will stay’.
In October, East Bengal club officials signed the final definitive documents and term sheet with their investors Shree Cement Limited which transferred the club’s sporting rights as well all its assets and properties (including intellectual) to the newly formed company – Shree Cement East Bengal Foundation.
Coached by Liverpool and England legend Robbie Fowler, members of the Red and Gold Brigade checked in to their team hotel on Friday and will undergo the mandatory quarantine period as per protocol.
So far SC East Bengal have not announced any signing even though there are strong rumours that Fowler is set to bring in experienced players from England with him, Goal reports.
