Ceat Partners with Bayer 04 Leverkusen: A Historic Alliance in Football

Ceat, a renowned tyre maker, has partnered with Bayer 04 Leverkusen, Bundesliga champions, as their premium tyre partner for the next two seasons. This collaboration, effective immediately and ending June 30, 2026, merges two historic brands with over 100 years of legacy. The partnership aims to enhance Ceat's presence in the German market and connect with football fans both in Germany and India.

Tyre maker Ceat announced on Friday that it has entered into a two-year partnership with Bayer 04 Leverkusen, the Bundesliga champions and DFB Cup winners.

The partnership, effective immediately, designates Ceat as the premium tyre partner for the next two seasons and will run until June 30, 2026.

Arnab Banerjee, Ceat MD and CEO, emphasized the significance of the partnership, highlighting that both Ceat and Bayer 04 Leverkusen have over 100 years of rich heritage.

Ceat CMO Lakshmi Narayanan B stated that the partnership allows the company to connect with its German consumers and aims to resonate with Indian football audiences, inspiring passion for both the sport and the brand.

Ceat's contractual rights include extensive TV presence, cam carpets on the touchlines, and substitution boards at Werkself matches at the BayArena. The official Bayer 04 Leverkusen team bus will also be equipped with Ceat tyres.

Markus Breglec, the Chief Marketing and Innovation Officer of Bayer 04 Leverkusen Fußball GmbH, expressed delight in welcoming Ceat as a new international partner.

(With inputs from agencies.)