Birla Tyres, the tyre division of BK Birla group firm Kesoram Industries, will be the principal sponsor of Athletico de Kolkata (ATK) football team for the seasons 2015 and 2016.
"Birla Tyres sees this opportunity to be associated with the football loving people of West Bengal and also to establish its brand and build a presence in the tyre business", the company said in a statement.
Representatives of ATK, the defending champion of the of inaugural Indian Super League (ISL), and Birla Tyres signed the deal on Thursday.
The value of the deal was, however, not disclosed. Aircel was the principal sponsor of ATK during the first season.
Recently, Kesoram sold its 99 per cent subsidiary Cavendish Industries, from where it sourced a range of tyres, tubes and <g data-gr-id="13">flabs</g> for Birla Tyres to JK Tyre for Rs 2,200 crore.