The Board of Control for Cricket in India (BCCI) has officially welcomed Apollo Tyres as the new jersey sponsor of the Indian cricket team, finalizing a deal worth ₹579 crore. The Gurgaon-headquartered tyre giant outpaced competitors with a winning bid nearly 28% higher than the base asking price, underscoring the immense market value of Indian cricket.
The partnership, running until March 2028, will cover 121 bilateral matches and 20 ICC fixtures, cementing Apollo’s presence on the jerseys of both the men’s and women’s national teams. The move comes after Dream11 exited the role due to regulatory changes, leaving a lucrative opportunity on the table.
Competitive Bidding Battle
Apollo Tyres overcame strong challenges from Canva (₹554 crore) and JK Cement (₹477 crore). BCCI had pegged the minimum sponsorship fee at ₹3.5 crore per bilateral match and ₹1.5 crore per ICC game—slightly higher than previous rates. However, Apollo’s bid surged past expectations, offering ₹4.5 crore per bilateral and ₹1.7 crore per ICC match.
BCCI’s Growing Appeal
In its statement, the BCCI highlighted that the rigorous bidding process reflects the unmatched commercial pull of Indian cricket. The fact that companies from diverse sectors—tyres, technology, and cement—vied for the deal demonstrates the broad appeal of aligning with Team India.
The development also carries added significance, given the recent withdrawal of real-money gaming firms that once dominated cricket sponsorship. Despite restrictions on several categories—including betting, crypto, tobacco, beverages, insurance, and consumer appliances—brands continue to see Indian cricket as a prime marketing platform.
A Boost for Bilateral Cricket
For the BCCI, this agreement not only secures higher financial returns but also proves that bilateral series still hold sponsorship value, a challenge in many other cricketing nations. With the ODI World Cup (India-Sri Lanka) kicking off on September 30, the partnership ensures visibility for Apollo Tyres at a crucial juncture.
Apollo Tyres’ First Step Into Cricket
While Apollo Tyres has had global sporting associations in football, this marks its first entry into Indian cricket. The company described the deal as a “strategic move with a sport that resonates deeply with the nation”, highlighting cricket’s cultural and commercial reach in India.