In a landmark commercial move, Apollo Tyres has secured the lead sponsorship rights of the Indian cricket team, clinching a two-and-a-half-year deal worth INR 579 crore. The Gurgaon-headquartered tyre giant beat out stiff competition from Canva (INR 544 crore) and JK Cements (INR 477 crore) in a tightly contested three-way bidding race, marking its first-ever foray into Indian cricket sponsorship.
The agreement, finalised after a rigorous bidding process at the BCCI headquarters in Mumbai, will cover a total of 142 matches — 121 bilateral internationals and 21 ICC events — over the duration of the contract. With a per-match average value of INR 4.77 crore, the deal represents a significant jump from the previous Dream11 sponsorship, which was pegged at INR 358 crore before being annulled following a government order banning real-money gaming companies from advertising in sports.
“Cricket’s unmatched popularity in India and worldwide makes it an honour for us to become the National Team Lead Sponsor of Team India,” said Neeraj Kanwar, vice-chairman and managing director of Apollo Tyres Ltd.
“This partnership is about national pride, strengthening consumer trust, and showcasing Apollo as a true leader in our category.”
The Board of Control for Cricket in India (BCCI) hailed the agreement as a reflection of Indian cricket’s soaring commercial appeal.
“The new partnership… represents a substantial increase in sponsorship value, signifying the immense and growing commercial appeal of Indian cricket,” the BCCI stated.
Apollo’s logo will first feature on India’s jerseys during the India A vs Australia A ODI series in Kanpur (September 30, October 2, and 5), before appearing in the senior team’s two-Test home series against West Indies from October 2, followed by an away white-ball series in Australia.
The sponsorship process had its uncertainties, with concerns about muted interest due to the government’s ban on gaming sponsors — previously the biggest backers in the sports space. However, Apollo’s aggressive bid, reportedly over INR 200 crore higher than Dream11’s earlier deal, has quieted skeptics. The brand’s valuation and strategy were led by Mumbai-based WPP Media.
“This is more than a commercial agreement; it’s a partnership between two institutions that have earned the trust and respect of millions,” said Devajit Saikia, BCCI secretary.
“Apollo’s arrival as our sponsor is a testament to the hard work and consistent performance of our teams.”
While Shank Air (UP) and Dubai-based Omniyat purchased the Invitation To Tender (ITT) documents, they did not participate in the final bidding.
As Apollo Tyres steps into Indian cricket’s spotlight, the partnership not only signals a shift in sports marketing trends but also reaffirms cricket’s unmatched branding power in India’s corporate landscape.
