National, 1st October, 2021 (GPN): Seagram’s Imperial Blue, one of the most iconic brands in the industry, proudly
announces its association with Northeast United football club (NEUFC). The strategic partnership
was formalized just ahead of the most anticipated football event of the country, The Indian Super
League (ISL).
Seagram’s Imperial Blue has always believed in associating with the passion points of the youth
across the country. Thus, this partnership presents an opportunity for the both the brands to
strengthen its youth connect through this exclusive partnership. The club, owned by John
Abraham, is based out of Guwahati, Assam and will be competing in the upcoming Indian Super
League to be held in Goa.
Commenting on the same, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India said,
“Imperial Blue believes in celebrating the passion points that resonate deeply with our
consumers. This partnership unites the region as they follow the progress & the success of their
most loved team, Northeast United FC. Just like NEUFC, Imperial Blue is a strong partner of the
consumers in their moments of conviviality as they celebrate their love for football. The
superstars of the team represents a fusion of skill, passion, drive and local pride. We look forward
to a great season of football and we wish all the luck to the team for the upcoming season”.
Commenting on the association Ms. Priya Runchal, CEO of NorthEast United Football Club said”
This association marks the coming together of two iconic brands who have the Northeast
consumer at their heart. Seagram’s Imperial Blue is always known to create a deep rooted bond
with the consumers by offering experiences ahead of the category. We are proud to have the
brand on board and see this as a symbiotic relationship. One where Imperial Blue will get to
further strengthen its brand love with the consumers and NEUFC gets to be a part of the various
moments of conviviality that Imperial Blue celebrates with its consumers . Cheers to that.”