This week’s Global Sponsorship Roundup captures the high-stakes energy of national team partnerships and the rising commercial star of India’s T20 captain. The DP World Asia Cup 2025 has ignited a multi-layered sponsorship boom, with brands like Havells, Haier, and Netflix joining forces with regional cricket boards. Apollo Tyres has made a record-breaking debut as the Indian team’s new jersey sponsor, signaling bullish momentum for non-gaming brands in cricket. Meanwhile, Suryakumar Yadav continues his off-field ascent, signing with GLS University as a brand ambassador in a deal that bridges sport and education. From boardrooms to campuses, cricket’s influence remains unmatched — and more commercially potent than ever.
NATIONAL BOARDS: Asia Cup 2025 Supercharges Sponsorship Scene Across National Teams, as Apollo, STARTRADER, and Havells Lead the Charge
The DP World Asia Cup 2025 has sparked a wave of sponsorship activity around national cricket boards, with both new and returning brands staking their claim on one of the biggest stages in Asian sport. From Apollo Tyres stepping in as India’s new jersey sponsor in a landmark INR 579 crore deal, to STARTRADER backing the UAE national team and Havells joining as a tournament Silver Sponsor, the regional tournament has become a high-value platform for fan engagement and commercial innovation. Meanwhile, Cricket Ireland is exploring new frontiers in fan interaction with a unique memorabilia partnership. Across formats and geographies, national teams continue to represent some of cricket’s most powerful commercial assets.
Apollo Tyres joins Indian cricket as jersey sponsor in ₹579 crore deal
India has a new jersey sponsor — and it’s a big one. Apollo Tyres has secured the Indian national team’s jersey rights in a ₹579 crore deal, winning a competitive bid that also saw offers from Canva and JK Cements. The agreement spans two-and-a-half years and covers 121 bilateral matches and 21 ICC fixtures, replacing Dream11 after the BCCI annulled its deal due to a government ban on real-money gaming companies.
“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, Apollo Tyres Ltd. “This partnership is about national pride, strengthening consumer trust, and showcasing Apollo as a true leader in our category, while supporting Indian sport at the highest level and creating unforgettable moments for fans worldwide.”
The BCCI, which was initially met with skepticism over whether it could attract a strong bid after the gaming ban, has instead landed a record-smashing deal.
“The arrival of Apollo Tyres as our new sponsor is a testament to the hard work and consistent performance of our teams,” said Devajit Saikia, BCCI Secretary. “We are excited about this being Apollo’s first major sponsorship in Indian cricket, which speaks volumes about the sport’s unparalleled reach and influence.”
Asia Cup 2025 attracts powerful sponsor mix across categories and regions
The DP World Asia Cup 2025, hosted in the UAE and featuring eight top Asian teams, has locked in a wide-ranging portfolio of sponsors, showcasing its stature as one of the continent’s premier sporting events. The tournament, now in its 17th edition, includes DP World as Title Sponsor, with additional support from global, gold, and silver sponsors.
- Global Sponsors: Hero MotoCorp, Beyond Developments, Spinny, Wonder Cement
- Gold Sponsors: Vimal, Ozone India, Haier
- Silver Sponsors: Hero FinCorp, Havells, Groww
- Official Partners: Netflix’s The Ba**ds of Bollywood*, GWM, Asian Paints, Birla Tyres, Fujifilm
- Third Umpire Sponsor: Seagram’s Royal Stag
Mr. Mohsin Naqvi, President of the Asian Cricket Council, said:
“The DP World Asia Cup is the heartbeat of cricket in Asia – a stage where champions rise, rivalries ignite, and fans unite. We are delighted to have a dynamic mix of sponsors across categories and welcome them all as partners. I also extend my appreciation to TCM Sports for bringing these landmark associations to life, continuing their three-decade legacy of forging partnerships that shape the future of the game.”
Lokesh Sharma, Managing Director of TCM Sports, added:
“For over three decades, TCM Sports has been committed to building partnerships that go beyond the commercial objectives, and create a lasting bond conducive to the overall growth of the sport and tournament. Participation of globally renowned sponsors is an acknowledgment of the stature of the DP World Asia Cup.”
The event promises extensive global visibility via TV and OTT platforms, with ACC and TCM Sports focused on both fan engagement and grassroots development throughout Asia.
Havells steps into cricket spotlight as Silver Sponsor of Asia Cup 2025
Consumer electricals powerhouse Havells has entered the cricketing arena as a Silver Sponsor of the DP World Asia Cup 2025. The move marks a significant milestone for the Indian brand, known for its switches, fans, kitchen appliances, and air conditioners, as it expands its reach across South Asia and beyond.
The partnership includes prominent branding across in-stadium signage, TV broadcasts, and digital streaming assets, ensuring pan-Asian exposure for Havells. The brand sees cricket as a culturally resonant vehicle to reach Indian households — rural and urban — while also growing in neighboring cricket-mad countries like Pakistan, Sri Lanka, and Bangladesh.
With Asia Cup matches airing across global platforms and being held in packed UAE stadiums, Havells is positioning itself for a powerful boost in regional visibility and emotional connection with fans.
STARTRADER backs UAE National Team at Asia Cup with jersey sponsorship
In a bold move to connect sport and financial discipline, global trading brand STARTRADER has become the Official Partner of the UAE National Cricket Team’s jersey at the DP World Asia Cup 2025.
“Cricket brings people together, just as trading connects communities and opportunities,” STARTRADER said in a statement. “By sponsoring the UAE National Team, we celebrate more than a sport — we celebrate resilience, strategy, and teamwork. With our SCA license, we are proud to stand closer to the UAE community and continue building trust through every step we take.”
The company, licensed by the UAE Securities and Commodities Authority (SCA), has been expanding its presence across financial markets with a global footprint in six jurisdictions. Its jersey sponsorship of UAE is both a brand alignment strategy and a nod to its deepening roots in the region.
STARTRADER’s sponsorship positions it at the intersection of global finance and one of the fastest-growing cricket teams in the region, aligning the UAE team’s ambition with the company’s own growth narrative.
Cricket Ireland teams up with MatchWornShirt for three-year fan memorabilia initiative
Cricket Ireland has signed a three-year partnership with global memorabilia platform MatchWornShirt, allowing fans to bid for match-worn and signed jerseys from Ireland’s men’s and women’s national teams.
The launch kicks off with two T20Is against England on September 17 and 21, with live auctions going live as soon as each match begins. The starting XI’s shirts from each game will be available to fans worldwide — a first for Irish cricket.
Paul O’Sullivan, Commercial Manager at Cricket Ireland, called the initiative “a truly creative way to engage with our fans globally.” He added,
“MatchWornShirt has become a leader in this industry and we are delighted to also announce that all profits from this venture will go to our charity partner, The Lord’s Taverners Ireland.”
Tijmen Zonderwijk, CEO of MatchWornShirt, said:
“We are thrilled to partner with Cricket Ireland and bring supporters closer to their national teams than ever before. For the first time, Irish cricket fans and collectors will have the chance to own their heroes’ match-worn & signed shirts, turning moments into memorabilia and keeping them forever.”
The deal is supported by the Irish Cricketers’ Association, and helps Cricket Ireland add a new, fan-centric revenue stream while also supporting young people with additional needs through its charity partner.
ENDORSEMENTS: Suryakumar Yadav Expands Off-Field Influence as GLS University Names Him Brand Ambassador
Indian T20 captain Suryakumar Yadav, known to fans as Mr. 360°, has added another marquee endorsement to his growing commercial portfolio, signing on as the official brand ambassador of GLS University. The Ahmedabad-based institution, one of Gujarat’s fastest-growing universities, positions the partnership as a fusion of “new thinking” in education and the fearless innovation that defines Suryakumar’s batting style.
“I am honoured to be associated with GLS University, a legacy university that has shaped countless futures over the decades,” said Suryakumar.
“What excites me most is how this legacy combines with New Thinking, empowering students to go beyond the ordinary. Education and sports both teach us discipline, focus, and the courage to take risks – values that are essential in every walk of life.”
University leaders echoed the symbolic value of aligning with a cricketer whose rise has mirrored their own journey toward national prominence.
“SKY is more than a cricketer,” said Shri Sudhir Nanavati, President of GLS University. “He is a symbol of how belief and perseverance can transform dreams into milestones. That is the exact aspiration we want every GLS student to embrace.”
Dr. Chandni Kapadia, Executive Director of GLS University, added:
“Suryakumar Yadav doesn’t just play cricket, he paints the sky with possibilities. His fearless 360° play mirrors the multidisciplinary degree programs at GLS, where education inspires students to go beyond limits and shape bold, new futures.”
Founded in 2015, GLS University offers NEP-aligned programs, dual degrees, and corporate apprenticeships aimed at merging academic depth with real-world exposure. Its latest association with SKY underlines a broader push by Indian educational institutions to infuse brand credibility and aspirational value through high-profile athlete endorsements.
The deal comes on the heels of Suryakumar’s partnership with Skyscanner India, where he was recently unveiled as their first brand ambassador in the Indian market — further reinforcing his growing stature in the endorsement arena.
