Apollo Tyres Secures Major Sponsorship Deal with Team India
In a significant development for Indian cricket, Apollo Tyres has emerged as the new front-of-shirt sponsor for Team India, securing a deal valued at approximately ₹579 crore. This agreement, which extends until March 2028, marks a notable shift in the landscape of cricket sponsorships, especially following the premature termination of the previous contract with Dream11, which was valued at ₹358 crore. The abrupt end of Dream11’s sponsorship was largely attributed to new legislation that restricts real-money gaming in India.
A New Era in Sponsorship
The financial commitment from Apollo Tyres not only surpasses Dream11’s deal by about 62% but also positions the company as a key player in the cricket sponsorship arena. Under the terms of the new contract, Apollo Tyres will pay between ₹4.5 crore and ₹4.8 crore per match throughout the duration of the agreement. This deal is indicative of a broader trend in sports sponsorship, where companies are increasingly willing to invest heavily in brand visibility through high-profile partnerships.
Historical Context: The Evolution of Team India’s Sponsorships
To understand the significance of Apollo Tyres’ deal, it is essential to look back at the history of Team India’s sponsorships. The Board of Control for Cricket in India (BCCI) has seen a series of high-profile sponsors over the years, each reflecting the economic climate and market dynamics of their respective times.
Top Three Sponsorship Deals
- Oppo (2017-2022): This five-year deal was valued at ₹1,079 crore, making it the most lucrative sponsorship in Team India’s history. The contract was later transferred to BYJU’S in 2019 under similar commercial terms.
- Apollo Tyres (2025-2028): The newly signed deal is the second-largest in terms of total value, reflecting a growing confidence in the Indian cricket market.
- Sahara (2005-2009): Originally valued at ₹313 crore, the final payout reached ₹435 crore due to additional fixtures. Sahara renewed its contract in 2010 for ₹3.34 crore per match until 2013.
The Changing Landscape of Sponsorships
The sponsorship landscape for Team India has undergone significant changes, particularly following the exit of Star India, which sponsored the team from 2013 to 2017. Since then, three successive sponsors have faced challenges that led to early terminations of their contracts.
- Oppo: The consumer technology giant transferred its sponsorship rights to BYJU’S mid-term in 2019, a move that was part of a broader strategy to withdraw from costly brand-building initiatives.
- BYJU’S: The ed-tech unicorn extended its contract in 2022 at a 10% higher rate per match. However, the subsequent funding winter and corporate restructuring forced an early exit in 2023.
- Dream11: While the fantasy gaming platform did not face immediate cash flow issues, it was compelled to withdraw due to regulatory changes that prohibited the promotion of real-money gaming in India.
The Stability of Apollo Tyres
Apollo Tyres stands out in this context as a mature, publicly-listed company with a stable financial background. Unlike its predecessors, Apollo has a proven track record in brand investment across various sports, including football and motorsport. This stability aligns well with the BCCI’s recent protocols, which have excluded cryptocurrency and real-money gaming companies from bidding for sponsorships while elevating the baseline price per match.
The strategic approach of Apollo Tyres suggests that the company is not merely looking for short-term gains but is focused on long-term brand equity. If managed effectively, this sponsorship could provide a stable partnership for both the company and the BCCI until the end of the contract in 2028.
Conclusion
The sponsorship deal between Apollo Tyres and Team India marks a pivotal moment in the world of cricket sponsorships. With a significant financial commitment and a focus on long-term brand equity, Apollo Tyres may well set a new standard for future partnerships in Indian cricket. As the landscape continues to evolve, this deal could signal a return to stability in a market that has seen its fair share of turbulence in recent years. The BCCI’s careful selection of sponsors, coupled with Apollo’s robust financial standing, may finally put an end to the cycle of frequent sponsor changes that has characterized the team’s recent history.
