Apollo Tyres Secures Jersey Sponsorship with BCCI in Landmark Deal
Mumbai – In a significant development for Indian cricket, Apollo Tyres has emerged as the new jersey sponsor for the Board of Control for Cricket in India (BCCI), securing a deal worth ₹579 crore. This winning bid, which is approximately 28% higher than the minimum asking price, marks a pivotal moment for both the tyre manufacturer and Indian cricket, especially following the recent withdrawal of Dream 11 as the previous sponsor.
A New Era for Indian Cricket Sponsorship
The partnership between Apollo Tyres and the BCCI will span two and a half years, concluding in March 2028. This collaboration comes at a crucial time, as the Indian cricket team had been without a jersey sponsor during the Asia Cup 2025, following regulatory changes that forced Dream 11 to step back. The BCCI’s decision to partner with Apollo Tyres reflects the ongoing commercial appeal of cricket in India, despite the challenges faced by the industry.
Apollo Tyres outbid competitors such as Canva, which offered ₹554 crore, and JK Cement, which bid ₹477 crore. The new sponsorship deal will cover 121 bilateral matches and 20 matches in ICC events, underscoring the extensive reach and visibility that comes with associating with the Indian cricket team.
Financial Implications and Market Dynamics
The BCCI had set a base price of ₹3.5 crore per bilateral match and ₹1.5 crore per ICC match for the sponsorship. Apollo’s bid of ₹4.5 crore and ₹1.7 crore per match not only exceeds these figures but also highlights the increasing value of cricket sponsorships in India. According to a BCCI statement, “The new partnership, secured after a rigorous bidding process, represents a substantial increase in sponsorship value, signifying the immense and growing commercial appeal of Indian cricket.”
This deal is particularly noteworthy given the current landscape of sports sponsorship in India. The Real Money gaming sector, which had previously contributed significantly to cricket sponsorships, has faced regulatory scrutiny, leading to a contraction in available sponsorship funds. Despite this, the interest from brands remains robust, as evidenced by the competitive bids from Apollo Tyres, Canva, and JK Cement.
Restrictions and Strategic Considerations
In its invitation to tender, the BCCI implemented restrictions on certain categories of brands, including betting, cryptocurrency, and tobacco companies, to avoid conflicts with existing sponsors. Other sectors, such as athleisure, banking, and non-alcoholic beverages, were also barred from bidding. This strategic move aims to maintain the integrity of the sponsorship landscape while ensuring that the brands associated with the Indian cricket team align with its values.
The BCCI’s decision to limit the bidding pool has not deterred interest; rather, it has attracted a diverse range of companies eager to associate with the Indian cricket team. This is particularly significant as the team navigates a transitional phase, introducing new talent while maintaining its competitive edge on the international stage.
The Broader Impact on Women’s Cricket
The sponsorship deal also comes at a time when women’s cricket is gaining momentum in India. With the ODI World Cup set to commence between India and Sri Lanka on September 30, the visibility and support for women’s cricket are expected to grow. The success of the Indian women’s team in recent international tournaments has captured the attention of fans and sponsors alike, further enhancing the commercial viability of cricket in India.
Apollo Tyres: A Strategic Move
For Apollo Tyres, this partnership represents a strategic entry into the world of Indian cricket. The company has expressed its enthusiasm for aligning with a sport that resonates deeply with the Indian populace. In a statement, Apollo Tyres emphasized that this collaboration is not just about branding but also about connecting with millions of cricket fans across the country.
The decision to invest in cricket sponsorship aligns with Apollo’s broader marketing strategy, which aims to enhance brand visibility and engagement in a highly competitive market. As cricket continues to be a unifying force in India, brands like Apollo Tyres recognize the potential for significant returns on investment through strategic partnerships.
Conclusion
The partnership between Apollo Tyres and the BCCI marks a new chapter in Indian cricket sponsorship, reflecting the sport’s enduring appeal and commercial viability. As the Indian cricket team prepares for a busy schedule of matches, the presence of a strong sponsor like Apollo Tyres is expected to bolster the team’s visibility and support. This deal not only signifies a financial commitment but also highlights the evolving landscape of sports sponsorship in India, where brands are increasingly recognizing the value of associating with cricket, a sport that continues to capture the hearts of millions.
