“We are delighted to welcome CEAT as a new strong, international partner at Bayer 04,” explains Markus Breglec, Chief Marketing and Innovation Officer 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.”
"Football has an enormous, worldwide fan community and is one of the most popular sports in the world. Therefore we are excited to enter this long-term partnership with Bayer 04 Leverkusen and we are convinced this agreement has the potential to increase our brand visibility," said Peter Becker, Senior Vice President R&D and Technology CEAT Limited. "This partnership is also a fantastic opportunity for us to present our innovative products for the German market to fans and consumers."
The contractual rights of the new official premium and tyre partner include extensive TV presence via the LED perimeter boards, via cam carpets on the touchlines and on the substitution boards at Werkself matches at the BayArena. In addition, CEAT, together with Bayer 04's other premium partners, will have a prominent presence on the respective media backdrops at Bundesliga press conferences and during matches. There are also hospitality benefits and the official Bayer 04 Leverkusen team bus will be equipped with CEAT tyres. Further advertising services such as promotion rights for Bundesliga home matches and digital rights for activation via Bayer 04 channels round off the partner portfolio.
Photo: Markus Breglec (l., Chief Marketing and Innovation Officer at Bayer 04) and Peter Becker (r., Senior Vice President R&D and Technology CEAT Limited)
About CEAT:
CEAT is currently India's leading tyre manufacturer with a strong presence in global markets. Headquartered in Mumbai, CEAT has a total of six state-of-the-art and technologically advanced manufacturing facilities. The research and development centres in Halol (India) and Frankfurt (Germany) are considered state of the art in the areas of innovation and environmentally friendly solutions. The company is therefore making an important contribution to the global agenda for sustainable development.
CEAT was the first tyre brand in the world to be awarded Lighthouse Certification by the World Economic Forum. The CEAT plant in Halol in the Indian state of Gujarat received the 2023 award for its use of fourth industrial revolution technologies to transform factories, supply chains and business models in terms of sustainability, empowering the workforce and increasing productivity. CEAT was also the only tyre brand outside Japan to receive the prestigious Deming Grand Prize from the Union of Japanese Scientists and Engineers (JUSE), an award given for outstanding achievements in the field of total quality management.
CEAT produces more than 41 million high-performance tyres annually, supplies both domestic and international markets and exports to over 110 countries. The company produces tyres for various vehicle segments such as agricultural machinery, tractors, passenger and commercial vehicles, off-road vehicles, forklift trucks, two-wheelers and buses.
In addition, CEAT is a proud supporter of sport and recognises the important role that sport plays in the development of society. The company has a long-standing strategic partnership with Indian cricket. The partnership with Bayer 04 underlines the commitment of the company to football and the extension of its presence in international sport. Over recent years, CEAT has extended its support to a range of motorsports.
