A California-based firm that sponsored such football legends as Pele and Socrates will sponsor the playing kits of East Bengal from next season.
The Kolkata-based club has signed a three-year deal with Pony International headed by non-resident Indian Sudipta Dutta.
Pony International has also sponsored tennis great Jimmy Connors and currently endorses six African national football teams.
East Bengal secretary Kalyan Majumder told rediff.com that Pony International would also help the club with corporate marketing.
Jerseys from Pony International's Mexico unit are what East Bengal players would sport while their football boots would come from a factory in Italy.
Pony International's Dutta, whose firm Global Brand Marketing Incorporated is into corporate marketing held discussions with East Bengal and U.B Group officials.