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New Delhi: Apollo Tyres has committed to a sponsorship deal worth ₹579 crore for the Indian cricket team’s jersey, lasting until March 2028. The company asserts that this investment is justified, emphasizing that high-profile sports properties like the Indian jersey inherently carry a premium.

Neeraj Kanwar, Vice Chairman and Managing Director of Apollo Tyres, stated, “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.”

The Board of Control for Cricket in India (BCCI) opened bids for the front-of-jersey sponsorship after Dream11 exited due to a government ban on real-money gaming. Despite concerns about a cautious advertising market, Apollo’s bid exceeded Dream11’s previous ₹358 crore deal by 62%, highlighting the ongoing allure of the Indian cricket team’s jersey.

Apollo Tyres outbid competitors such as Canva and JK Cement, who offered ₹554 crore and ₹477 crore, respectively. On a per-match basis, Apollo will pay:

• ₹4.5 crore for bilateral and Asia Cup games
• ₹1.72 crore for ICC events

This is an increase from the base prices of ₹3.5 crore and ₹1.5 crore, which were already higher than Dream11’s previous payments of ₹3 crore and ₹1 crore for bilateral and multilateral matches.

While the sponsorship offers significant visibility, it also comes with risks. Previous front-of-jersey partners, including Byju’s and Dream11, faced challenges during their tenures, leading to the notion of a “jersey curse.” However, Kanwar remains unfazed by these 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,” he remarked.

He further explained that the partnership aims to achieve more than just visibility, as consumers have a deep trust in Team India’s blue jersey. “It will create more sales, expand distribution, and gain us more market share,” Kanwar added. This deal is expected to help Apollo strengthen its presence in semi-urban and rural markets, where cricket enjoys significant reach through television and digital platforms.

Apollo Tyres has a rich history of sports sponsorships, including a notable 13-year partnership with Manchester United, which was recently extended by three years in June. Kanwar views the BCCI deal as a long-term investment, stating, “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.”

To maximize the impact of this association, the company plans consumer-focused activations and will leverage brand ambassador Sachin Tendulkar to amplify its message. “Sachin is the face of Indian cricket. No better person to wear our jersey,” Kanwar concluded.

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