By Samindra Kunti in Delhi
October 4 – NTPC, Dalmia Cement Bharat Limited and Byju’s have completed the roster for the six national sponsorship slots for the U-17 World Cup in India, FIFA announced.
Football’s governing body has struggled to attract new sponsors amid the global downturn and the organization’s embattled image. International and domestic companies have baulked at the financial cost and reputational risk of associating with FIFA, with the Russia 2018 World Cup proving to be a tricky sale.
However, with the U-17 World Cup set to kick off on Friday in New Delhi, FIFA has announced three last-minute deals that will bolster its image across India. NTPC, India’s largest energy conglomerate, Dalmia Cement Bharat Limited, a cement manufacturer, and Byju’s, an education technology firm, all signed up to complete FIFA’s portfolio of six national sponsors.
They join Bank of Baroda, Hero MotoCorp and Coal India Limited, who had all completed deals previously. FIFA Director of Marketing Services Jean-François Pathy and AIFF president Praful Patel expressed their delight about the new partnerships between FIFA and the Indian companies.
The U-17 World Cup is the first major football tournament that India will host. They were awarded the rights to stage the competition in 2013. The hosts and the United States of America kick off the junior competition on Friday. The tournament will culminate with the final on October 28 in Kolkata.
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