All India Football Federation has bid adieu to American multination sports brand Nike for a new partnership with Indian indigenous apparel brand Six5 Six.
The Gurgaon-based sportswear brand Six5Six has been signed by the AIFF to replace Nike as the official kit sponsor of the Indian football team. The association will come into effet from the 2019 AFC Asian Cup, national business daily Economic Times has reported.
Six5Six has an existing tie-up with football for its sponsorship deals with Indian Super League clubs Kerala Blasters and Pune City FC.
AIFF had declined to extend its long association with Nik earlier this year. The Indian arm of the US apparel and sports brand has been associated with the Indian football team since 2006.
Six5Six and the AIFF, according to the report attributed to sources, have entered into a five-year sponsorship deal, which was facilitated by IMG-Reliance-owned Football Sports Development Ltd (FSDL), the commercial partner of AIFF.
“The deal is in place and AIFF will unveil the new Indian team jersey this week,” one of the sources have reportedly told the paper earlier said, adding that Six5Six will supply apparel, footwear and equipment to national football teams, which include senior men’s and women’s teams and age-specific teams.
The deal is reportedly valued at ₹1.5-2 crore annually, a major gain from the ongoing kit sponsorship deal under which Nike supplied kit but pays no money.
“FIFA doesn’t allow logos on the national team jerseys, globally. This is the main reason behind AIFF not being able to get lucrative deals,” a senior market professional stated the reason for the lower deal value.