Two-time Hero Indian Super League (ISL) champions Chennaiyin FC (CFC) have announced new tie-up ahead of the season. Chennaiyin FC have partnered with men's innerwear and athleisure brand GenX, who will be the club's associate sponsor for the 2022-23 Indian football season.

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

Announcing the association, 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."

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.

Commenting on the partnership, Navin Kumar Todi, Director of Lux Industries Ltd, said, “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. 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 start their campaign for the new season against ATK Mohan Bagan on October 10 followed by the much awaited clash against Bengaluru FC at the Marina Arena on October 14.