With a number of new signings, East Bengal FC have been the most active Indian football club in the transfer market amid the ongoing COVID-19 pandemic. The Kolkata Giants have already roped in some top guns of Indian football including Balwant Singh, Lalramchullova, Gurtej Singh and are in talks with a couple of others as well.

The way the club is going about its business of building a strong squad has, for quite some time, hinted at a possible entry into the Indian Super League (ISL). However, after the divorce with Quess corp, without any sponsors or investors, the Red and Golds’ long-time wish to join the country’s top fleet league was left hanging in the balance, until now.

The Bridge can confirm that American multinational consumer goods corporation Procter and Gamble, aka P&G, are in talks with East Bengal over a potential tie up next season.

It is understood that the East Bengal top brass has formally met the representatives of the multinational company on several occasions and an agreement has been reached between the two parties. If all goes well East Bengal will come up with the official announcement after 31st May.

P&G, the Ohio-based company, are one of the leading consumer goods company in the world having generated an annual revenue of 67.68 billion USD last year. They have already invested in the sports industry with tie-ups in America’s National Football League (NFL) and in the Olympics as well.

In recent times, East Bengal have gone through tough times, both on and off the field. This led to the declining relationship with former investors, Quess corp. Failure of investment and planned operation in the team caused utter failure on the field for the club as, at one time, they were struggling to get out of the relegation threshold.

Things worsened further when arch rivals Mohun Bagan announced a merger with ATK FC, the Kolkata-based ISL franchise. With each passing day, pressure was increasing from the supporters.

Soon, the club decided to part ways with Quess and try and attract a potential sponsor and investor for the ISL. Now, it seems East Bengal fans have something to celebrate.