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September 8 – Reebok has unveiled NorthEast United FC’s (NEUFC) new shirt, marking its return to professional football sponsorship in India. NEUFC, two-time Durand Cup winners, represent all eight states of Northeast India, and the new shirt carries eight stars to honour them. The launch was fronted by Aryaman Vikram Birla, director of Aditya Birla Group, and John Abraham, co-owner of NorthEast United, who presented next season’s jerseys together. For Reebok, it’s a way back into a market it has long worked in, and a bet on football specifically rather than the cricket-led deals it’s better known for in India. “Sport is entering a defining phase in India, and sportswear is emerging as one of the most exciting opportunities within fashion and lifestyle,” said Birla, calling Reebok “one of the fastest growing brands in our fashion portfolio.” Abraham said: “Reebok’s sporting heritage speaks for itself, and this partnership with NorthEast United FC is a special moment for us,” adding it reflected “the ambition we have for the club, both on and off the pitch.” Reebok India brand head Arjun Ramamoorthy was also clear about the direction. “Football gives us an authentic platform to engage with a new generation of consumers,” he said, pointing to the club’s cultural and sporting pull.