Mumbai: As the country gears up for the seventh season of the Indian Super League (ISL), homegrown electric scooter manufacturer Ather Energy has joined Kerala Blaster Football Club (KBFC) as the official partner of the team. This is the second consecutive year for the brand to be a part of the football team as its sponsor.

"The ISL is one of India's largest sporting leagues and football is deeply ingrained in Keralites' hearts. Kerala has shown tremendous consumer demand and is an important market for us," said Ather Energy VP - charging infrastructure and marketing Nilay Chandra. "The new-age consumer is beginning to encourage domestic football matches and we are pleased to be a part of the growth of a sport in the country. Ather 450X has seen a resounding response across the country and will continue to drive the transition to electric with associations like this.“

KBFC is gunning for victory in this season of the Indian Super League, which will kick off in November 2021, while Ather Energy is set to make a pan-India presence.

“We are delighted to step into the second year of partnership with a dynamic brand like Ather," said KBFC director Nikhil Bhardwaj. "They have been at the forefront of India’s EV transformation and we look forward to further contributing to this transformation and driving awareness about sustainable consumption. Together, I am sure we will continue to build an association that helps us both set a benchmark in our respective fields."

Ather Energy began operations in Kerala earlier this year and now has two experience centres in the state. The company has also installed 16 fast-charging points - Ather Grid - across Kochi and Kozhikode, speeding up the EV infrastructure. By the end of the year, Ather Energy plans to expand its presence in Kerala to more cities.This association will increase brand awareness in Kerala as well as among football followers across the country, said the company in a statement.