India’s jersey lands a new sponsor in record-breaking Apollo Tyres deal
In one of the biggest commercial wins in Indian sports marketing, Apollo Tyres has secured the front-of-jersey sponsorship for Team India in a deal valued at ₹579 crore (approx. US$66 million). The agreement runs through March 2028 and covers both the men’s and women’s national cricket teams across bilateral series, ICC events, and Asia Cup matches.
A fierce bidding war signals cricket’s enduring brand value
The Board of Control for Cricket in India (BCCI) launched the tender process after Dream11 exited following government regulations on real-money gaming. Despite concerns of muted advertiser interest, Apollo outbid Canva and JK Cement, who submitted offers of ₹554 crore (approx. US$63 million) and ₹477 crore (approx. US$54 million), respectively. Apollo’s winning bid of ₹579 crore (approx. US$66 million) was 62% higher than Dream11’s previous ₹358 crore (approx. US$41 million) agreement.
On a per-match basis, Apollo will pay ₹4.5 crore (approx. US$510,899) for bilateral and Asia Cup matches and ₹1.72 crore (approx. US$195,277) for ICC tournaments. The BCCI had set a base price of ₹3.5 crore (approx. US$397,366) and ₹1.5 crore (approx. US$170,300 million) per match—already higher than Dream11’s earlier rates of ₹3 crore (approx. US$340,600) and ₹1 crore (approx. US$113,513), respectively.
“The jersey commands that”: Neeraj Kanwar on the deal’s premium
Speaking to the Economic Times, Apollo Tyres Vice Chairman and MD Neeraj Kanwar defended the high cost of the deal, stating,
“Obviously, there’s a premium to it. But when you get into a bidding process, you will add a premium, and the jersey commands that.”
Apollo’s bid not only met the financial expectations of the board but also complied with new eligibility restrictions, which exclude sponsors in sectors such as gaming, betting, crypto, and tobacco.
Brushing aside the “jersey curse”
The front-of-jersey spot has posed challenges for past sponsors, including Byju’s and Dream11 — both of whom struggled with brand image or financial performance during their tenure. Despite the perceived “jersey curse,” Kanwar dismissed any such concerns.
“I’ve been cautioned about it, but Apollo Tyres is a strong institution. We employ 19,000 people, have a strong brand, and leadership. I don’t see us in that bucket. That’s why BCCI tied up with us—an Indian company with reliable products and a trusted brand,” he said.
Market expansion, not just media visibility
The sponsorship is a strategic tool to drive business growth, particularly in India’s semi-urban and rural markets where cricket viewership dominates. Apollo is aiming beyond brand recall.
“It will create more sales, expand distribution and gain us more market share,” Kanwar said.
He emphasized the emotional resonance that Team India’s jersey holds for consumers, adding,
“Consumers place deep trust in Team India’s blue jersey. Associating with it helps us connect with millions of fans in a meaningful way.”
Sports as a long-term investment platform
Apollo Tyres is no stranger to global sports sponsorships, most notably its 13-year association with Premier League club Manchester United — recently extended by three more years.
Kanwar said that mindset carries over to Apollo’s strategy with BCCI.
“We don’t believe in short-term relationships. Even through ups and downs, we’ve continued with Manchester United. Our vision with the BCCI is also long term.”
The brand also plans to activate the association with consumer-facing campaigns and will rely on cricket legend Sachin Tendulkar to lead its marketing efforts.
“Sachin is the face of Indian cricket. No better person to wear our jersey,” Kanwar noted.
This strategic move places Apollo Tyres not just on the chest of India’s most watched sports team, but also squarely in the spotlight of Indian consumers—and investors—tracking the business of cricket.
