Mumbai: Two-time hero of the Indian Super League (ISL), Chennaiyin Football Club (CFC) announced men's innerwear and athleisure brand GenX as the club's associate sponsor for the 2022-23 Indian football season.

This partnership will see GenX utilise various marketing rights in order to engage with the passionate fan base of the club. The brand's logo will feature on the front of all match and training kits of the Marina Machans below the neck throughout the season.

GenX, an affiliate of Lux Industries, is a range of men's athleisure and innerwear manufactured by J.M. Hosiery and Company. This is their first association with a major football club.

Chennaiyin FC co-owner Vita Dani said, "GenX is a youth-centric addition to the Lux Industries’ JM Hosiery Group and is a homegrown brand from Tirupur. We at Chennaiyin FC welcome them on board in what is going to be a special season back home at the Marina Arena. We have always enjoyed working with Tamil Nadu-based brands, and look forward to a fruitful association with GenX."

"We are thrilled to join the Chennaiyan FC family as a sponsor and collaborate with a club that has a legacy of winning the ISL and inspiring individuals," said Lux Industries director Navin Kumar Todi.

He added, "As GenX is a youth brand catering to men, we believe that this opportunity is ideal to engage with our target audience. GenX, the brand that deals with innerwear, casual wear, and athleisure wear, has been expanding rapidly, and we are optimistic that this association will enable us to expand our consumer base and accelerate growth. Together, we are confident in our ability to excite the Chennaiyin FC fans this season. We look forward to a great season for the club and wish them the best of luck!"

Chennaiyin FC will kick off their campaign for the new season against ATK Mohun Bagan on 10 October, followed by a clash against Bengaluru FC at the Marina Arena on 14 October.