BGauss, an Indian electric two-wheeler brand, has partnered with Bengaluru FC as an Associate Partner for the 2026–27 season of the Indian Super League (ISL). The association expands the company’s sports engagement programme to football, following its earlier partnerships with Tamil Thalaivas in kabaddi and Rajasthan Royals in cricket.
Under the partnership, BGauss will undertake matchday branding, fan engagement activities, digital campaigns, content collaborations and other promotional initiatives. The company also plans to explore dealership-led activities across Bengaluru and Karnataka, bringing fan engagement into its retail network.
The dealership initiatives are intended to connect football supporters with the BGauss brand and provide opportunities to learn about its electric two-wheelers. The company aims to use sports partnerships to reach younger consumers through their interests in sport, technology, design and lifestyle.
Priyanka Kabra, Brand Director at BGauss, said the company’s sports associations were designed to connect with communities and audiences across different cultural settings. She noted that the brand’s sports engagement began with Tamil Thalaivas in the Pro Kabaddi League, expanded to cricket through Rajasthan Royals in the Indian Premier League and now includes Bengaluru FC. According to Kabra, these partnerships provide opportunities to engage with consumers beyond product promotion.
Ms Kabra also referred to the company’s recent launches, Oowah Max Plus and C12 MaxR, saying BGauss continued to develop products around design and technology for everyday mobility needs. She added that the Bengaluru FC partnership would help the company build relationships with football fans and the city’s sporting community. Darren Caldeira, Director of Football at Bengaluru FC, welcomed BGauss as an Associate Partner for the season. He said the partnership would support fan engagement and bring supporters into contact with a brand focused on technology and mobility.
Founded in 2013, Bengaluru FC has won the Indian Super League title in the 2018–19 season, along with two I-League titles and two Federation Cup titles. The club includes Indian football players Sunil Chhetri and Gurpreet Singh Sandhu and has a strong supporter base, including the West Block Blues. BGauss said it would continue to explore sports, youth and culture-related partnerships alongside its product and retail activities. The company intends to use these associations to increase consumer engagement and familiarise more people with electric mobility.
Founded in 2020 by Hemant Kabra, BGauss company develops electric two-wheelers for Indian road and riding conditions, with a focus on rider comfort, safety, reliability and practical design. BGauss has more than 250 dealerships and over 650 customer touchpoints across India. Its operations combine product engineering, manufacturing and customer service as it expands its presence in the electric mobility market.
