Apollo Tyres has secured the Indian cricket team’s front-of-jersey sponsorship rights in a Rs 579 crore deal that runs till March 2028, outbidding rivals Canva and JK Cement. Neeraj Kanwar, vice-chairman and MD of Apollo Tyres, defended the investment, saying the India jersey carries an inherent premium. “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,” Kanwar told The Economic Times.
How much is Apollo Tyres paying?
The company will pay 62% more than what outgoing sponsor Dream11 had been paying, underscoring the enduring appeal of one of India’s most sought-after sports assets. The Board of Control for Cricket in India (BCCI) floated the tender after Dream11 exited the slot, following the government’s crackdown on real-money gaming.
Apollo’s winning bid surpassed Canva’s Rs 554 crore offer and JK Cement’s Rs 477 crore. Under the agreement, Apollo will pay Rs 4.5 crore per bilateral and Asia Cup match, and Rs 1.72 crore per ICC event game, both above the base prices of Rs 3.5 crore and Rs 1.5 crore. Dream11 had earlier paid Rs 3 crore and Rs 1 crore per match for bilaterals and multilateral tournaments, respectively.
The jersey jinx
High-profile jersey sponsorships have in the past coincided with challenges for brands like Byju’s and Dream11, leading to chatter around a so-called “jersey curse.” Kanwar dismissed 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 told ET.
Kanwar said the deal is aimed at more than just logo visibility, highlighting the deep trust consumers place in Team India’s blue jersey. “It will create more sales, expand distribution and gain us more market share,” he said. Apollo sees the partnership as an opportunity to strengthen its presence in semi-urban and rural markets, where cricket’s wide television and digital reach provides scale.
The company plans consumer-focused activations around the partnership and will lean on its brand ambassador, Sachin Tendulkar, to strengthen visibility. “Sachin is the face of Indian cricket. No better person to wear our jersey,” Kanwar noted. Apollo Tyres has a long record of sports sponsorships, including a 13-year association with Premier League club Manchester United, extended by three years in June. Kanwar positioned the BCCI deal as part of the same long-term vision. “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,” he said.