Reebok has entered a new partnership with NorthEast United Football Club (NEUFC), marking its return to football in India. The agreement aligns with Reebok’s wider global strategy and aims to strengthen its presence in the sport through collaborations with local football clubs.
NEUFC is owned by actor and producer John Abraham and represents the eight North-Eastern states of India — Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland, Sikkim, and Tripura. The club won the 2024 Durand Cup and maintains a dedicated following in the region.
Reebok, now part of Aditya Birla Lifestyle Brands Limited in India, has been refocusing its global approach to football. The brand recently partnered with Botafogo in Brazil and Charlton Athletic in England. These moves form part of Reebok’s effort to re-establish its association with football and connect with regional communities through the sport.
Commenting on the partnership, John Abraham said, “NorthEast United FC has always stood for the passion and pride of the North-East. With Reebok, we are aligned in our vision to elevate football in the region and inspire the youth to pursue the sport professionally.”
Sunil Sethi, Managing Director, Reebok India, added, “Reebok’s return to football is more than a business move — it’s a commitment to the spirit of the game and the athletes who play it. Partnering with NEUFC allows us to engage directly with a football-loving region and contribute meaningfully to its sporting ecosystem.”
Satyen P Momaya, CEO, Aditya Birla Fashion and Retail Ltd – Lifestyle Brands Division, said, “This partnership reflects our belief in the power of sport to unite and inspire. By collaborating with NEUFC, Reebok aims to support the growth of football in the North-East and across India.”
The partnership between Reebok and NEUFC is intended to contribute to the ongoing development of football in India and expand the brand’s role in grassroots and professional sport.
