Birla Tyres, the tyre division of B.K. Birla group-owned Kesoram Industries, on Thursday said it will be the principal sponsor of the Atletico de Kolkata (ATK) football team which will play in the Indian Super League beginning on October 3.
"Birla Tyres has entered into and agreement to be ATK's principal sponsor for Seasons two and three," the company said in a statement.
ATK is the defending champion of the league. They play hosts Chennaiyin FC on Friday in the first match of the tournament.
It said the company is viewing the sponsorship opportunity to connect with the large football-loving population of West Bengal -- the state where ATK is based.
"Football is deeply rooted not only in Kolkata's but also in India's social heritage. This association will provide Birla Tyresa to connect with sports," it said.
The company is also in talks with former star footballers like Shyam Thapa to start a coaching camp for players under 16 years of age.