Nippon Paint Strikes Partnership With MG Indian Super League (ISL)

Nippon Paint has struck a new multi-year partnership with MG Indian Super League (ISL).  

With this new agreement, Asia’s number 1 paint brand has become the official paint partner of India’s biggest football tournament in a two-year deal.

The partnership, also sees the paint brand associated in individual deals with all franchises barring Mohun Bagan Super Giant and Bengaluru FC, and engage football fans across India.  

Nippon Paint’s connection with the ISL is rooted in its vast experience in India’s sporting sponsorship portfolio, featuring deals in cricket, football, kabaddi, volleyball, and global sports events. 

Through these partnerships, Nippon Paint has connected with sports audiences and fans with properties that attract substantial regional and national attention in India. Its partnership with the MG ISL signifies a continuation of this strategy, offering a platform to push fan engagement initiatives, honour the league’s competitive spirit, and create brand experiences and content focusing on the league and its involved clubs.

Mark Titus, President – Decorative Coatings Business, Nippon Paint India, said, “Our association with the MG ISL reflects our commitment to building meaningful connections with consumers through sport. The passion, energy and competitive spirit of football resonate strongly with the spirit of Nippon Paint India.”

“Football brings together diverse communities through a shared love for the game, making it a powerful platform to engage with fans across the country. We look forward to being part of the ISL journey and celebrating the energy, passion and possibilities that the game inspires.”

Karan Yadav, CEO, Indian Super League, added, “We are pleased to welcome Nippon Paint as the Official Paint Partner of the Indian Super League through this multi-year partnership. As we continue to build the league and strengthen its commercial ecosystem, partnerships with leading brands are integral to our growth. This association will enable us to explore new avenues for fan engagement and create greater value for our stakeholders, while bringing Nippon Paint closer to the passion and reach of Indian football.”

The MG ISL has had an impressive start online to the 2026/27 season, amassing 65 million views on YouTubes and engaging 52 million viewers during its first five matches, ensuring brands have a platform to reach football fans across the nation. 

Nippon Paint’s sponsorship deal is a sign that brands are increasingly seizing the opportunity to invest in Indian football. While maintaining viewership and transforming audience interaction into lasting commercial value continue to pose significant challenges, the improved digital reach, renewed title sponsorship with MG, and fresh brand collaborations are key indicators for the ISL’s commercial prospects in India’s sporting sponsorship landscape. 

According to ASN data, Nippon Paint (81.5%, US$21.9m) is historically the most dominant player for its category in the Asian sponsorship landscape since Q124, with a quarterly average investment of US$1.8m+ during this period. However, the brand’s spends have plummeted between US$73k and US$447k since Q424, and China (89.1%) and India (10.3%) continue to be the two biggest markets for its spends.