Indian tyre conglomerate MRF (Madras Rubber Factory Limited) has become the Official Tyre Partner of Premier League side West Bromwich Albion for the 2017/18 season.
Founded in 1946, MRF are the largest manufacturer of tyres in India and the 16th biggest producer employing over 15,000 staff. The publicly listed company produce rubber goods including tyres, treads, tubes and conveyor belts, as well as toys and paint.
MRF will receive a host of rights with the West Midlands’ only Premier League club, including pitchside LED and branding at The Hawthorns, as well as across the Club’s fast-growing digital media channels – all of it exclusive in their sector.
MRF currently enjoy a suite of other partnerships in sport with current endorsements of cricket stars Shikhar Dhawan, Virat Kohli, AB de Villiers and Sachin Tendulkar besides recently signed shit sleeve sponsorship deals with Premier League rivals Newcastle United and West Ham United.
West Bromwich Albion Chief Commercial Officer, Simon King, welcomed the latest partnership, “On behalf of everyone at Albion I’m delighted to welcome MRF as our Official Tyre Partner for the upcoming season. As we continue our eighth consecutive season in the Premier League, we believe the status of the league combined with our ever-growing fanbase gives MRF a great platform to build their brand.”
The Albion–MRF partnership was created, planned and negotiated by SportQuake, the go-to international sport marketing agency for high growth brands looking to powerfully connect with customers through sport. The agency provides an end to end service for clients covering planning, buying activation and evaluation.
Koshy K. Varghese, Executive Vice President, Marketing, MRF said, “West Brom have proved to be one of the most consistent and reliable teams in the Premier League and we are delighted to join them as their Official Tyre Partner. The Club and the Premier League provide us with an enormous platform for brand growth and we’re extremely excited to be part of the journey with the Baggies.”