Reebok returns to Indian football with NorthEast United FC partnership

Sportswear brand Reebok has returned to competitive football sponsorship in India through a partnership with NorthEast United FC, unveiling the club’s new-season jersey in Mumbai.

The partnership marks Reebok’s renewed push into sport in India and comes as the brand seeks to strengthen its connect with younger consumers through football. Reebok has historically had associations with cricket, football and running in the country.

The new jersey was unveiled by Aryaman Vikram Birla, director, Aditya Birla Group and non-executive director of Aditya Birla Lifestyle Brands Ltd, and actor John Abraham, co-owner of NorthEast United FC.


“Sport is entering a defining phase in India, and sportswear is emerging as one of the most exciting opportunities within fashion and lifestyle,” Birla said. He added that the partnership with NorthEast United was a natural extension of Reebok’s strategy of combining its sporting heritage with its appeal among younger consumers.

For Reebok, football is being positioned as a platform to build relevance among a new generation of consumers. Arjun Ramamoorthy, brand head, Reebok India, said the partnership would help the brand engage with consumers through sport while leveraging NorthEast United’s cultural and sporting connect with the Northeast.

NorthEast United FC, which represents all eight states of Northeast India, has emerged as a prominent football platform for the region. The club is a two-time Durand Cup winner, according to the company.

John Abraham said the partnership reflected the club’s ambitions both on and off the pitch and would create opportunities for football in the region.

The new jersey incorporates eight stars, representing the eight states of Northeast India and the region’s football culture. Members of the NorthEast United squad, including Gurmeet Singh, Buanthanglun Samte, Redeem Tlang and Lalrinzuala Lalbiaknia, were present at the launch.

The event also featured a five-a-side exhibition match involving NorthEast United players, giving fans and media an opportunity to see the new Reebok kit in action.

For Reebok, the tie-up represents a return to competitive football sponsorship as it looks to build its sportswear business in India through a combination of sporting credibility and regional consumer engagement.