Reliance Retail's Performax Activewear to be official kit sponsor for Indian football team

Reliance Retail, part of billionaire Mukesh Ambani's Reliance Industries, on Thursday announced a partnership of Performax Activewear with the All India Football Federation (AIFF) to become the official kit and merchandise sponsor of the Indian football team.

Through its multi-year partnership with AIFF, Performax will have exclusive rights to manufacture kits across all formats of the game but will also make it the sole supplier for all match, travel and training wear for the AIFF, including men's, women's and youth teams.

In addition, as the merchandise sponsor, Performax will also hold the rights to manufacture and retail these products.

Reliance Retail is a subsidiary of Reliance Retail Ventures Ltd (RRVL), the holding company of all the retail companies under the RIL. RRVL had reported a consolidated turnover of Rs 2.60 lakh crore for the year ended March 31, 2023.

Reliance Retail expects a five-fold growth in its sportswear business in the next three years, led by a spurt in sporting activities, increasing awareness for a healthy lifestyle, and a growing economy, a company official said on Thursday.

To be part of the transformation journey when people are looking at sporting events beyond cricket and visualising sports as a carrier, Reliance Retail with its sportswear brand Performax is proving an affordable option, said its Fashion & Lifestyle President & CEO Akhilesh Prasad.

Reliance Retail has opened 11 Performax standalone stores in places, including Delhi, Mumbai, Bengaluru and Hyderabad, and has plans to add more in other parts of the country like non-metro markets.

Besides, as the Indian economy grows, several sports leagues have started in the last few years such as Kabbadi, Badminton, soccer etc. and are giving a lifeline to sports in India.

"So as a result, I think an interesting crop of youngsters are going to look at sports as a career. And that is where we have to provide performance athletic gear, which is affordable for the children. That is where we are playing the role," he said.

While, the international brands, which operate in the segment are "extremely expensive", out of reach and unaffordable for children.

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