Ceat Joins Forces with Bayer 04 Leverkusen in a Two-Year Football Partnership

Tyre manufacturer Ceat announced on Friday its collaboration with Bayer 04 Leverkusen, the Bundesliga champions and DFB Cup winners. This two-year partnership, effective immediately, designates Ceat as the premium tyre partner until June 30, 2026.

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Ceat's Managing Director and CEO, Arnab Banerjee, highlighted the historical significance of this partnership. Both Ceat and Bayer 04 Leverkusen have over a century of history, making this collaboration a blend of two storied brands.

Ceat's Global Presence

Ceat's Chief Marketing Officer, Lakshmi Narayanan B, noted the company's strong global presence. With operations and an advanced R&D facility in Germany, Ceat aims to connect with German consumers through this partnership. "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," he added.

The contractual rights granted to Ceat as the official premium tyre partner include extensive TV presence. This will be achieved through LED perimeter boards, cam carpets on the touchlines, and substitution boards at Werkself matches at the BayArena.

Visibility and Media Presence

Additionally, Ceat will have a significant presence on media backdrops during Bundesliga press conferences and matches. The official Bayer 04 Leverkusen team bus will also be equipped with Ceat tyres.

"We are delighted to welcome Ceat as a new strong, international partner at Bayer 04," stated Markus Breglec, Chief Marketing and Innovation Officer at Bayer 04 Leverkusen Fußball GmbH.

Ceat has a long-standing association with Indian cricket through strategic partnerships. This new venture into football aims to expand their influence and connect with a broader audience.

This partnership is expected to enhance Ceat's visibility in Germany while fostering a deeper connection with football fans in India.