"Birla Tyres sees this opportunity to be associated with the football loving people of West Bengal and also to establish its brand and build a presence in the tyre business", the company said in a statement.
Representatives of ATK, the defending champion of the of inaugural Indian Super League (ISL), and Birla Tyres signed the deal today.
The value of the deal was, however, not disclosed.
Aircel was the principal sponsor of ATK during the first season.
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