Total Sports Asia, one of Asia’s leading sports marketing firms, has signed Musli Power X-tra brand from Kunnath Pharmaceuticals as the official title sponsor of one of India’s leading football clubs, Churchill Brothers Sports Club.
The deal is said to signal a new era in the football market in India and is said to be one of the biggest football sponsorship deals ever in the Subcontinent. Total Sports Asia exclusively represents Churchill Brothers Sports Club. As part of the sponsorship agreement, Musli Power X-tra brand will be featured prominently on the front of the jersey and becomes the title sponsor of the football club for three years beginning the new season 2009-10.
This initiative by Musli Power is to build more authenticity around its core product promise of energy and power, both of which are integral to the game of football. The brand, which has its roots in Kerala, also a football dominant state, has chosen football to accentuate its brand equity across the country.
Churchill Brothers Sports Club has been one of the leading football clubs in India since the inception of the professional I-League. Last season, it won the I-League and will be representing India in the AFC Club Championships in 2009.
Dr KC Abraham, MD, Kunnath Pharmaceuticals, the manufacturers of Musli Power X-tra, said, “Musli power is all about power, endurance and aspiration. There is a lot of synergy between the sport and the brand and precisely the reason for Musli Power X-tra’s association with this Club. Churchill Brothers have been the most consistent football team in India over the years, and this partnership will truly bring the Musli Power product benefits to the fore with each player in the team endorsing it personally, and thus amplifying the product benefits to the football aficionados across India and the world at large for whom each of these footballers are role models.”
“The Club is going to play in other Asian countries in the Asian Champions League and these markets outside India are strategically important to the brand’s growth,” Dr Abraham added.
Churchill Aleamo, founder and PWD Minister in the Goa Government, said, “We are extremely excited to have Musli Power X-tra on board and we are confident that our Club will help in achieving the desired objectives of the brand over the three years of our initial partnership. All my players are equally excited to use the product, which helps them build stamina and energy.”
Tuhin Mishra, Director - Sales and Marketing, Total Sports Asia (India), said, “Football being one of the most popular sports in the country offers a perfect platform for Musli Power X-tra to leverage its brand saliency with one of the leading football clubs in India.”