The Indian cricket team, one of the most followed sports teams in the world, has a new name on its jersey. Apollo Tyres has secured the jersey sponsorship rights of Team India in a landmark deal worth ₹579 crore, outbidding strong contenders Canva and JK Cements.
The deal is historic not only because of the staggering amount involved but also because it comes at a time when the sponsorship market faced uncertainty following the government’s ban on real-money gaming companies. With the contract spanning three years, 121 bilateral matches, and 21 ICC events, Apollo Tyres has made its biggest-ever investment in Indian cricket, cementing its brand presence on the global sporting stage.
This article breaks down the details of the deal, bidding war, implications for BCCI, the role of Apollo Tyres in sports branding, and what this means for Indian cricket moving forward.
Apollo Tyres Outbids Canva and JK Cements
The Board of Control for Cricket in India (BCCI) invited bids for a new sponsor after its previous partner Dream11 was forced to exit due to regulatory hurdles. With the base price set at ₹3.5 crore per bilateral match and ₹1.5 crore per ICC match, the bidding attracted several major players.
- Apollo Tyres’ Winning Bid: ₹579 crore (approx. ₹4.77 crore per match).
- Canva’s Bid: ₹544 crore.
- JK Cements’ Bid: ₹477 crore.
Despite skepticism in the industry regarding sponsorship appetite after Dream11’s exit, the final bid was nearly ₹200 crore higher than Dream11’s previous contract of ₹358 crore. This demonstrates the unshakable commercial value of Indian cricket.
Why Apollo Tyres Chose Indian Cricket
Apollo Tyres is no stranger to sports sponsorships. The Gurgaon-based company, operating in over 100 countries, has long believed in sports as a branding vehicle. By associating with the Indian cricket team, Apollo gets access to an audience unmatched by any other sport in the country.
Reasons for Apollo’s Investment:
- Global Reach: Indian cricket broadcasts attract billions of viewers worldwide.
- National Pride: Brand visibility on the Indian jersey creates emotional connect.
- Market Expansion: Apollo aims to strengthen its domestic leadership while boosting recognition in overseas markets like the UK, Europe, and Australia.
- Long-Term ROI: Sponsorships of this magnitude help improve market credibility, share prices, and customer loyalty.
The Timing of the Deal
The deal arrives during a transitional moment in Indian cricket sponsorship. Dream11’s exit left a massive gap just before the Asia Cup, forcing Team India to play without a jersey sponsor for the first time in years.
Apollo Tyres will make its first appearance on India’s jersey in the two-Test home series against the West Indies starting October 2, 2025. However, fans will spot the new logo even earlier during the India A vs Australia ODI series in Kanpur on September 30, October 2, and October 5.
This ensures Apollo Tyres gets immediate visibility before the Indian team’s high-profile away series in Australia.
BCCI’s Win: From Uncertainty to Record-Breaking Deal
The BCCI had genuine concerns that the government’s decision to bar real-money gaming sponsors would shrink sponsorship bids. Gaming companies like Dream11, MPL, and My11Circle were among the most aggressive spenders in Indian sports.
However, Apollo Tyres’ bold bid proved skeptics wrong. The final deal not only met but exceeded the board’s expectations, reassuring stakeholders about Indian cricket’s enduring brand value.
Key Benefits for BCCI:
- Secured higher sponsorship revenue than Dream11.
- Partnered with a legacy brand in Apollo Tyres.
- Strengthened the perception of cricket as India’s most bankable sport.
Industry Players Who Showed Interest
While the bidding narrowed down to Apollo Tyres, Canva, and JK Cements, other companies also explored the opportunity. UP-based Shank Air and Dubai-based Omniyat purchased the tender documents but did not participate in the final process.
This suggests that while interest in cricket sponsorship remains high, only companies with long-term strategies and deep pockets can compete at this scale.
The Financials: Breaking Down the Deal
- Total Value: ₹579 crore.
- Duration: 3 years.
- Matches Covered: 121 bilateral games + 21 ICC matches = 142 total games.
- Per-Game Value: ~₹4.77 crore (slight variation between bilateral and ICC events).
When compared to previous deals, Apollo Tyres’ commitment represents a 62% increase over Dream11’s contract. This sets a new benchmark for Indian cricket sponsorship.
Apollo Tyres’ History in Sports Sponsorship
Apollo has a track record of using sports to boost brand image:
- Official partner of English Premier League clubs like Manchester United and Crystal Palace.
- Associated with Bundesliga club Borussia Monchengladbach.
- Sponsorships in motorsports, athletics, and grassroots initiatives.
By partnering with Indian cricket, Apollo consolidates its sports branding strategy across multiple geographies.
Market Impact: Apollo Tyres’ Bold Bet
Industry analysts see this as a calculated risk with high potential returns. The Indian cricket ecosystem guarantees visibility unmatched by any other sport.
Expected Market Outcomes:
- Boost in Apollo Tyres’ stock value due to strong brand positioning.
- Increased consumer loyalty among cricket fans.
- Potential expansion in tier-2 and tier-3 markets where cricket has deep cultural roots.
This sponsorship could also set a precedent for other FMCG and consumer brands to step into cricket sponsorship, moving away from the dominance of gaming companies.
Upcoming Fixtures with Apollo Branding
Fans can expect to see the Apollo Tyres logo in these high-profile matches soon:
- India A vs Australia ODIs (Sept 30, Oct 2, Oct 5, 2025).
- India vs West Indies Test Series (Oct 2 onwards).
- Australia White-Ball Tour (Nov 2025).
- ICC Events in 2026 & 2027.
This guarantees maximum visibility across formats – Tests, ODIs, T20Is, and ICC tournaments.
Expert Views on the Deal
Sports marketing experts believe Apollo Tyres’ bold move reflects confidence in cricket’s commercial ecosystem.
- Branding Expert’s Take: “The Apollo Tyres deal proves cricket remains India’s most powerful advertising platform. The brand recall from jersey sponsorship is invaluable.”
- Market Analyst’s Take: “By investing ₹579 crore, Apollo Tyres has positioned itself as more than a tyre manufacturer – it’s now a household name riding on India’s cricketing pride.”
Apollo Tyres vs Past Sponsors
To understand the scale, here’s how Apollo’s deal compares to previous sponsors:
| Sponsor | Value of Deal | Duration | Avg. Per Game |
|---|---|---|---|
| Byju’s | ₹450 crore | 3 years | ~₹3.5 crore |
| Dream11 | ₹358 crore | 3 years | ~₹3 crore |
| Apollo Tyres | ₹579 crore | 3 years | ~₹4.77 crore |
Clearly, Apollo has raised the bar, making this the most expensive jersey sponsorship in Indian cricket history.
Apollo Tyres’ ₹579 crore jersey sponsorship deal is a landmark moment for both Indian cricket and the tyre company. By outbidding Canva and JK Cements, Apollo not only secured unmatched visibility but also restored confidence in cricket sponsorship after Dream11’s exit.
For BCCI, it is a win-win situation – higher revenues, a reputed sponsor, and global exposure. For Apollo Tyres, this is more than just a marketing investment – it’s a strategic move to strengthen brand recall, expand market share, and associate with India’s biggest passion: cricket.
As the Indian team gears up for its busy international calendar, fans will soon get used to seeing Apollo’s logo on the jerseys – a sight that symbolizes the growing marriage of sports and business in India.
Disclaimer
This article is written for informational and news purposes only. The financial details and sponsorship values are based on publicly available reports. Readers are advised to verify independently before making any commercial or investment decisions.
