Apollo Tyres Becomes the New Jersey Sponsor of the Indian Cricket Team

In a landmark partnership valued at over ₹579 crore, Apollo Tyres has secured the front-of-jersey sponsorship rights for the Indian cricket team, marking its first foray into one of sports marketing’s most coveted slots. This alliance promises to elevate Apollo’s brand visibility and underscores cricket’s enduring commercial appeal.

Introduction to Apollo Tyres

Apollo Tyres Limited, headquartered in Gurugram, is one of India’s leading tyre manufacturers with a presence in over 100 countries. Established in 1972, the company has grown from a domestic contender into a global brand by expanding its production facilities across India, Europe, and South Africa. Apollo’s product portfolio spans passenger car tyres, truck and bus tyres, two-wheeler tyres, and off-highway tyres, serving diverse markets and vehicle segments. The company is renowned for innovation, having invested heavily in research and development to enhance tyre safety, performance, and sustainability.

The Significance of Jersey Sponsorship in Cricket

Jersey sponsorship in cricket offers brands unparalleled exposure. Unlike most sports, cricket in India commands the undivided attention of more than a billion fans whenever the national team plays. The front-of-jersey logo is visible across television broadcasts, digital platforms, stadium hoardings, and merchandise, creating repeated brand impressions. For sponsors, such visibility translates into brand recall, enhanced equity, and deeper emotional connections, as the cricket jersey is not just apparel but a symbol of national pride. The prestige associated with Team India’s jersey has made this slot one of the highest-valued assets in global sports marketing.

Details of the Apollo Tyres–BCCI Deal

On September 16, 2025, the Board of Control for Cricket in India (BCCI) confirmed that Apollo Tyres won the competitive bidding process and will pay a total of ₹579 crore for a two-and-a-half-year cycle ending in March 2028. This equates to ₹4.5 crore per bilateral and Asian Cricket Council match and ₹1.72 crore per ICC match, surpassing the base prices of ₹3.5 crore and ₹1.5 crore, respectively.

Key aspects of the deal:

• Duration: September 30, 2025, to March 31, 2028.
• Total Value: ₹579 crore.
• Matches Covered: Approximately 121 bilateral fixtures and 20 ICC tournaments.
• Previous Sponsor: Dream11 held the slot from 2023 until its early exit in 2025, under a ₹358 crore deal for 158 matches.

Apollo edged out rivals Canva (₹554 crore) and JK Cement (₹477 crore) in the bidding race, reflecting the strong commercial demand for India’s jersey sponsorship.

Benefits for Apollo Tyres

Enhanced Brand Visibility

Featuring on the Team India jersey guarantees exposure to a vast global audience through live telecasts, highlights packages, social media, and fan merchandise. Cricket viewership peaks during marquee series and ICC events, offering Apollo repeated visibility in high-engagement environments. The sponsorship extends beyond men’s matches, covering both the men’s and women’s national teams, thereby broadening Apollo’s reach.

Strategic Market Positioning

Cricket’s cultural significance in India provides Apollo an opportunity to position itself as a national champion. Neeraj Kanwar, Vice-Chairman and Managing Director of Apollo Tyres, emphasized that the jersey carries an “inherent premium” and aligns with the company’s long-term vision of strengthening consumer trust and market share, especially in semi-urban and rural markets where cricket viewership is highest.

Association with National Pride

By associating with Team India, Apollo taps into deep emotional affiliations. Fans wearing replica jerseys or watching matches will repeatedly encounter the Apollo logo, reinforcing the brand’s connection with moments of national celebration every six, every wicket, every victory.

Reactions from BCCI, Apollo Tyres, and Fans

The BCCI Secretary, Devajit Saikia, highlighted the deal as “a testament to the sport’s unparalleled reach and influence,” noting that it goes beyond a commercial agreement, symbolizing a partnership between two institutions trusted by millions.

From Apollo Tyres, Neeraj Kanwar stated, “Cricket’s unmatched popularity in India and worldwide makes it an honour for us to become the ‘National Team Lead Sponsor’ of Team India. This partnership is about national pride, strengthening consumer trust, and showcasing Apollo as a true leader in our category.” He dismissed concerns of a so-called “jersey curse,” assuring that Apollo’s financial strength and long-term commitment will sustain the partnership. Social media and fan forums reflected excitement. Many fans welcomed a homegrown brand, appreciating Apollo’s ambition and the continuity of an Indian sponsor after Dream11’s gaming-industry exit.

Comparison with Past Jersey Sponsors

Apollo’s deal stands out for its record value and the fact that it hails from a manufacturing sector rather than tech or consumer goods, signaling the broad commercial appeal of cricket sponsorship.

Impact on Sponsorship Trends and Business Strategy

This landmark deal is likely to reshape Indian cricket sponsorship dynamics in several ways:

• Rising Benchmark: At ₹579 crore, the deal sets a new high-water mark, raising expectations for future cycles.
• Diversification of Sponsors: Apollo’s entry from the automotive sector suggests that non-traditional sports sponsors see value in cricket.
• Regulatory Compliance: The BCCI’s stringent criteria barring gaming, alcohol, tobacco, and requiring strong financials have steered sponsors toward sectors like tyres, cement, and FMCG.
• Activation Opportunities: Apollo will leverage digital and consumer-facing activations, including Sachin Tendulkar as brand ambassador, to deepen engagement.
• Strategic Alignment: The partnership aligns with Apollo’s ambition to grow beyond tyre sales by building emotional connections and driving market share growth in key regions.

For the BCCI, the deal represents a successful recovery from Dream11’s exit and reaffirms cricket’s commercial robustness despite regulatory headwinds. It also demonstrates the board’s ability to attract sponsors with strong compliance records, setting a template for future partnerships.

Conclusion

Apollo Tyres’ landmark partnership with the BCCI marks a defining moment for both Indian cricket and the company’s brand journey. At ₹579 crore, this record-breaking deal secures one of the most prestigious marketing assets in Indian sports the front-of-jersey slot and signals Apollo’s intent to compete not just in the tyre industry but also in the cultural imagination of Indian consumers. Cricket’s unique power to unite over a billion fans ensures Apollo’s logo will be seen millions of times across broadcasts, social media, and stadiums, creating deep, recurring brand associations that go beyond conventional advertising.

The partnership also reflects the evolving sponsorship landscape, where financially strong, non-gaming brands from core manufacturing sectors are stepping up to claim prime sporting properties. By associating with Team India, Apollo aligns itself with national pride and leverages cricket’s emotional pull to strengthen its presence in both urban and semi-urban markets. For the BCCI, Apollo’s entry demonstrates the board’s ability to attract compliant, long-term sponsors even in a challenging regulatory environment. Beyond visibility, Apollo has an opportunity to use activations, ambassador-led campaigns, and fan engagement initiatives to build lasting connections with consumers. The deal’s timing, coinciding with a busy international calendar and multiple ICC events, maximizes exposure and impact. Ultimately, this partnership is more than a commercial transaction it is a strategic investment in brand trust, consumer loyalty, and national identity, setting a new benchmark for how companies can integrate business growth with the passion of Indian cricket.

Sources: BCCI announces new jersey sponsor for Indian Cricket Team amidst Asia Cup 2025
Apollo Tyres wins Team India jersey sponsorship rights with ₹579 crore bid

Read Also: Salman Nizar: The Kerala Cricketer Who Redefined Power-Hitting

India-Pakistan Cricket Craze: More Than a Match