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Reebok is returning to competitive football sponsorship in India through a new partnership with NorthEast United FC, unveiling the club’s new-season jersey in Mumbai on Saturday.

The partnership marks a renewed push into sport for the athletic footwear and apparel brand, which is positioning football as a platform to strengthen its connection with younger Indian consumers.

The new jersey was unveiled by Aryaman Vikram Birla, Director of the Aditya Birla Group and Non-Executive Director of Aditya Birla Lifestyle Brands Limited, and NorthEast United FC co-owner John Abraham. Reebok is part of the Aditya Birla Group’s fashion and lifestyle portfolio.

A sportswear play

For Reebok, the partnership provides an opportunity to build brand relevance through a competitive sports property rather than relying solely on its broader fashion and lifestyle positioning.

John Abraham, Co-Owner, NorthEast United FC, stated, “Reebok’s sporting heritage speaks for itself, and this partnership with NorthEast United FC is a special moment for us. This partnership reflects the ambition we have for the club, both on and off the pitch, and we’re excited about the opportunities this creates for football in the region.”

Arjun Ramamoorthy, Brand Head, Reebok India, added, “This partnership is about building Reebok’s relevance through sport, with a clear focus on where consumers are engaging and where the brand can add value. Football gives us an authentic platform to engage with a new generation of consumers, while NorthEast United FC provides a strong cultural and sporting connection.”

Mandar Tamhane, CEO, NorthEast United FC, added, “This partnership is a reflection of where NorthEast United FC is heading. We have always believed that the Northeast has the talent, passion and culture to make a much bigger mark on Indian football. Reebok and Aditya Birla Group shares that belief, and together we have an opportunity to connect that footballing identity with a new generation, while continuing to raise the standards for the club and the region.”

The club represents all eight states of Northeast India, giving Reebok a regional football property with an identity closely tied to one of India’s most established football cultures.

For NorthEast United, the partnership brings an international sportswear brand into its commercial ecosystem as the club continues to build its profile beyond the pitch. The two-time Durand Cup winner has positioned itself as a representative of football talent and culture from the Northeast.

The new kit

The partnership was formally brought to life through the launch of NorthEast United’s new jersey, with players including Gurmeet Singh, Buanthanglun Samte, Redeem Tlang and Lalrinzuala Lalbiaknia attending the event.

The kit prominently features eight stars, representing the eight states of Northeast India and the region’s football culture. Players also took part in a five-a-side exhibition match during the launch.

The partnership reflects Reebok’s broader strategy of returning to sporting environments where it can build credibility and consumer engagement. The brand has historically had associations with cricket, football and running in India.

With NorthEast United, Reebok is now linking that sporting heritage to a football club with a distinct regional identity, while the club gains a global sportswear partner as it enters another season of Indian football.