Greater Noida, Jun 4 (IANS): Jaypee Sports International Ltd (JPSI) has announced that KELME, a popular sports and lifestyle brand of Spain, will be official supplier and licensed merchandise partner for Buddh International Circuit (BIC), the host for Formula 1 Indian Grand Prix, World Superbike Championship and other motorsport races.

Through this partnership, KELME will have exclusive rights to design, develop and sell BIC branded motorsport and lifestyle apparel and accessories across India, Singapore, Malaysia, Sri Lanka and Bangladesh.

Sameer Gaur, CEO, JPSI Monday said: "We are very pleased to have a top quality international brand like KELME as our apparel partner. There has always been a lot of interest for merchandise among motorsport fans, and with KELME on board, we intend to offer more variety of stylish and trendy BIC collection."

"KELME has been synonymous with technology innovation and style. This partnership with BIC will provide world class merchandise to fans across the globe, and help popularise motorsport in India," Ashish Seth, director, South-East Asia, KELME, said.

KELME is a new entrant to Indian market but it is well-known in Europe and elsewhere, particularly for its sponsorship of Spanish football giants Real Madrid and the 1992 Spanish Olympic team.