MUMBAI: Mumbai-based sports management company ID Sports has roped in consumer electronics brand Godrej Eon as the title sponsor for its cycling event Tour de India (TDI) 2012 as part of its green drive to encourage people to take up cycling.

The three-year strategic partnership facilitated by Total Sports Asia will see the iconic consumer durables brand Godrej Eon as the Title Sponsor for TDI 2012 for races that will be hosted in Delhi, Mumbai and Srinagar on 4, 7 and 11 November respectively.

As part of the association, the cycling race will now be branded Godrej Eon Tour De India-2012. The event is held under the aegis of Cycling Federation of India and International Cycling Union (UCI).

The funds raised in the proceedings would be directed towards One Watt Project- an initiative to spread the message of energy conservation.

The three-year partnership will bring together larger footprint through the digital platform as ‘Godrej Eon Tour De India‘ will provide partners and enthusiasts access to the event online.

Godrej Eon COO George Menezes said, "With this initiative, we aim at making cycling a part of a popular sporting culture in the country; encourage potential cycling superstars of tomorrow by providing them with a platform and an opportunity to develop their inherent talent into a real-life profession."

As a platform that is growing in size and impact, this year, ‘Godrej Eon Tour De India‘ will see over 60 celebrity participants, 20 teams and around 40,000 people attending the races across cities.

Commenting on the upcoming race, ID Sports Chairman and MD Akil Khan said, "We‘re thrilled to be associated with our respected partner. There‘s an incredibly strong alignment between TDI and, Godrej Eon commitments to promote cycling as a sport in India."