CEAT, a leading tyre manufacturer, has entered into a two-year partnership with Bayer 04 Leverkusen, the Bundesliga champions and DFB Cup winners. This collaboration designates CEAT as the premium tyre partner for the next two seasons, effective immediately, and will run until 30 June 2026.
Arnab Banerjee, MD and CEO of CEAT, expressed his enthusiasm, stating, “We are thrilled to embark on this long-term partnership with Bayer 04 Leverkusen. This is especially significant as both CEAT and Bayer 04 Leverkusen boast rich heritage, each with over 100 years of history, making this partnership a fusion of two historic brands.”
Lakshmi Narayanan B, CMO of CEAT, added, “We have a strong global presence with our operations and state-of-the-art R&D facility in Germany and through this partnership, we gain the opportunity to connect with our German consumers. 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.”
As the new official premium and tyre partner of Bayer 04 Leverkusen Werkself, CEAT’s contractual rights include extensive TV presence through LED perimeter boards, cam carpets on the touchlines, and substitution boards at Werkself matches at the BayArena. CEAT will also have a prominent presence on media backdrops at Bundesliga press conferences and during matches. Furthermore, the official Bayer 04 Leverkusen team bus will be equipped with CEAT’s premium tyres.
“We are delighted to welcome CEAT as a new strong, international partner at Bayer 04,” explains Markus Breglec, Chief Marketing and Innovation Officer, Bayer 04 Leverkusen Fußball GmbH at the double winners. “Just like us, CEAT operates on international terrain. We are united as partners by our ambition to drive innovation and master challenges in a highly competitive environment.”
