Tata Gluco+ has joined the 135th Durand Cup as its official beverage partner, strengthening the brand’s association with sports and football audiences across India.
Under the partnership, Tata Gluco+ will provide refreshments for players, officials and fans during the tournament. The association also allows the brand to engage with football communities across key markets, particularly regions where the sport enjoys a strong following.
Tata Gluco+, a glucose-based instant energy drink from Tata Consumer Products Limited, is available in flavours including Orangy Burst, Lemony Zing and Lychee Zap. The Durand Cup partnership is expected to enhance the brand’s visibility among consumers in established football markets such as West Bengal and the Northeast, as well as emerging football hubs across the country.
The Durand Cup, which traces its history to 1888, is regarded as Asia’s oldest football tournament and remains an important fixture in the Indian football calendar. Over the years, it has brought together leading clubs, Services teams and emerging football talent.
The 2026 edition features 24 teams, including Mohun Bagan Super Giant, East Bengal FC, Jamshedpur FC, Bengaluru FC and Kerala Blasters FC, along with teams from the Indian Super League, I-League, Services and international participants.
Hosted across multiple cities, the tournament continues to expand its reach among football fans while providing brands such as Tata Gluco+ a platform to connect with a large and diverse sporting audience.