Arnab Banerjee, MD and CEO of CEAT, expressed his excitement about the collaboration, 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, highlighted the strategic importance of the partnership, noting, "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 official premium and tyre partner, CEAT will enjoy extensive TV presence through LED perimeter boards, cam carpets on the touchlines, and substitution boards at Bayer 04 Leverkusen matches held at the BayArena. CEAT's branding will also be prominently displayed on media backdrops at Bundesliga press conferences and during matches, while the official Bayer 04 Leverkusen team bus will be equipped with CEAT's premium tyres.

Markus Breglec, chief marketing and innovation officer at Bayer 04 Leverkusen Fußball GmbH, remarked, "We are delighted to welcome CEAT as a new strong, international partner at Bayer 04. 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."

CEAT has a long-standing association with sports, particularly cricket, through strategic partnerships with the Tata IPL and Tata WPL, as well as bat sponsorships and collaborations with leading cricketers. The partnership with Bayer 04 Leverkusen underscores CEAT's commitment to football and its expansion into international sport. In recent years, CEAT has also extended its support to various motorsports, including the Indian Supercross Racing League and other riding events across India.

This partnership marks a significant step for CEAT in enhancing its brand presence in Germany and strengthening its ties with international sports audiences.

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