Newcastle United have named Indian tyre conglomerate Madras Rubber Factory Limited – more commonly known as MRF – as the club’s new shirt sleeve sponsor for the 2017/18 Premier League season.

Founded in 1946, MRF is the largest manufacturer of tyres in India and has more than 15,000 employees. The publicly listed company also produces treads, tubes and conveyor belts, as well as toys and paint.

India is a key market for the Premier League and its clubs, with Star Sports’ live HD coverage reaching a fanatical fan base across more than 75million homes.

With the Premier League enabling clubs to feature a sponsor on one sleeve for the very first time this season, MRF becomes Newcastle United’s first ever sleeve sponsor in the club’s 125th anniversary year.

MRF’s logo will now feature on the left sleeve of the Magpies’ home, away, third and goalkeeper kits, while the Premier League logo will remain on the right sleeve.

The team will wear shirts adorned with MRF for the first time during this Sunday’s Premier League trip to Swansea City, which is being broadcast live around the world.

Lee Charnley, managing director at Newcastle United Football Club, said: “I am delighted to welcome MRF as the club’s first shirt sleeve partner.

“MRF is a hugely respected global brand and a market leader in a territory where a passion for football is continuing to grow.

“The partnership is a great fit for Newcastle United and we look forward to building our relationship and assisting MRF in growth both domestically and internationally.”

Koshy K Varghese, MRF’s executive vice-president of marketing, said: “We are thrilled to join Newcastle United at an important time in the club’s history.

“To be the club’s first shirt sleeve partner in its 125th anniversary year is a huge honour and we’re proud to be part of a one-club city. We are extremely excited for the Premier League season ahead.”

MRF currently enjoys a suite of other partnerships in sport, with prominent endorsements of cricket stars Shikhar Dhawan, Virat Kohli and AB de Villiers, as well as previously sponsoring Sachin Tendulkar and Brian Lara.

To find out more about MRF, please visit www.mrftyres.com.