Bengaluru, Oct 28: BGauss, the new-age, design and engineering-led electric mobility brand, is taking its engagement with India’s sporting audiences to football. The company has announced its association with Bengaluru FC as Associate Partner for the 2026-27 season of the Indian Super League. The partnership marks the brand’s third major sporting association as it looks to connect electric mobility with the interests, identities and lifestyles of India’s next-generation consumers.
Through the Bengaluru FC partnership, BGauss will focus on matchday branding and fan engagement activities, supported by digital campaigns, content collaborations and activations. The brand will also explore dealership-led fan engagement initiatives across Bengaluru and Karnataka, extending the association beyond the stadium and into its retail network.
The retail initiative builds on BGauss’ approach of turning dealerships into consumer engagement touchpoints. By bringing fan interactions closer to product discovery, the brand aims to create more opportunities for consumers to experience BGauss and engage with electric mobility in a familiar setting.
For BGauss, the move into football is part of a broader approach to building relevance beyond the electric two-wheeler category. With younger consumers increasingly evaluating mobility choices through a combination of design, technology, personal identity and everyday utility, sport offers the brand a platform to engage with them through shared interests and experiences. The association also brings together the excitement and agility of football with BGauss’ focus on responsive engineering, intelligent technology and style.
Commenting on the partnership, Priyanka Kabra, Brand Director, BGauss, said,
“Our sporting associations are rooted in a simple belief where brands become more relevant when they participate in the passions and communities that matter to their consumers. Our journey began with pro – kabaddi (Tamil Thalaivas), extended into cricket with Rajasthan Royals, and now moves into football with Bengaluru FC. Each association allows us to connect with audiences in a different sporting and cultural context.
“As an Indian electric mobility brand, we are building products that bring together aspirational design and intelligent technology. With the recent launches of Oowah Max Plus and C12 MaxR, we continue to address the evolving needs of consumers who expect more from their everyday mobility.
“We see sport as an opportunity to take these conversations beyond the product and into the communities where consumers connect, participate and express themselves. With Bengaluru FC, we look forward to creating engaging experiences for fans and bringing the BGauss brand closer to the city’s football community.”
Speaking about the partnership, Darren Caldeira, Director of Football, Bengaluru FC, said
“We are delighted to welcome BGauss as an Associate Partner for the 2026-27 season. At Bengaluru FC, we believe football has the power to bring communities together. This partnership allows us to create meaningful experiences for our fans while connecting them with a brand that champions innovation, technology and the future of mobility.”
Founded in 2013, Bengaluru FC has established itself as a prominent club in Indian football, winning the Indian Super League title in the 2018-19 season, alongside two I-League titles and two Federation Cup titles. The club is also home to Indian football stalwarts such as Sunil Chhetri and Gurpreet Singh Sandhu, and enjoys strong support from its passionate fan community, including the well-known West Block Blues
The partnership builds on BGauss’ growing sports engagement strategy. Its earlier association with Tamil Thalaivas in the Pro Kabaddi League helped the brand engage with kabaddi’s strong regional and grassroots following, while its partnership with Rajasthan Royals in the Indian Premier League opened up a wider cricket-led platform for youth and cultural engagement. The Bengaluru FC association extends this approach to football, allowing BGauss to participate across different sporting communities and connect with audiences through distinct cultural contexts.
Looking ahead, BGauss will continue to explore integrated sports, youth and culture-led platforms that complement its product and retail initiatives. Through these associations, the brand aims to build sustained consumer engagement and make electric mobility a more familiar part of contemporary Indian lifestyles.
