Apollo Tyres Clinches Historic Indian Cricket Team Jersey Sponsorship
In a landmark corporate move, Apollo Tyres Ltd has secured the prestigious sponsorship rights for the Indian cricket team jersey, marking the company's first-ever foray into India cricket sponsorship. The automotive giant emerged victorious in a competitive three-way bidding race with a substantial bid of Rs 579 crore, securing the rights for a comprehensive two-and-a-half-year period.
The Strategic Decision Behind the Bid
Neeraj Kanwar, Vice Chairman and Managing Director of Apollo Tyres, recently shared insights into this significant achievement during an exclusive interview. "It was such an exciting moment in my life — pride, joy, emotion," Kanwar revealed. "We had done something big, not just for the company but for India." He emphasized that the decision felt particularly organic, noting that just days before the formal bid process, a junior middle-management employee from Chennai had emailed suggesting Apollo Tyres consider bidding after Dream11's exit.
"It came completely out of the cuff," Kanwar recalled. "We were already in the process, but that email stayed with me. It showed belief from within." This internal suggestion reinforced the company's confidence in pursuing what many consider a challenging sponsorship opportunity, given that past jersey sponsors have often faced turbulence.
Overcoming the 'Poisoned Chalice' Perception
Sponsoring the Indian cricket team jersey has historically been viewed as a high-risk proposition, with several previous sponsors encountering difficulties. However, Kanwar remained undeterred by this perception. "The foundation my father built since 1976 is extremely strong," he asserted. "Apollo is not a short-term company. We are a global corporate with 20,000 employees, investors and shareholders. That gave me the confidence to bid — and to commit for the long term."
This sponsorship represents a natural evolution in Apollo Tyres' sports marketing journey, which spans nearly two decades. The company first ventured into sports sponsorship through tennis with Mahesh Bhupathi in 2008, before strategically pivoting to football. Apollo Tyres has maintained a remarkable 12-year partnership with Manchester United as their global tyre partner, demonstrating exceptional longevity in the volatile world of sports sponsorships.
Cricket as India's Premium Global Brand
Kanwar sees Indian cricket as more than just a sport — he views it as a premium global brand that aligns perfectly with Apollo Tyres' corporate values and ambitions. "Indian cricket, the boys in blue have done an amazing job in the past several years," he observed. "From where they were after Kapil Dev won the 1983 ODI World Cup to what it is today, with T20 and IPL coming in. The brand of cricket from India has become very premium globally."
He elaborated on the strategic alignment: "And that is what Apollo Tyres is about. It's about corporate responsibility. It's about uniting India. It's about leadership. It's about premiumization. So all these values that I see in the Indian cricket team, what the boys have done is amazing."
Embracing Women's Cricket Achievements
Kanwar's admiration extends beyond the men's team to include India's women cricketers, whose recent achievements have captured the nation's imagination. "And then the women winning the World Cup also just happened," he shared with evident pride. "And it just so happened that we were on the T-shirt again. And it gives me goosebumps when I saw the final and you would have also seen the semifinal on how these women played with so much commitment, passion. And they won the cup. And to beat Australia is a big, big thing."
Cricket Surpassing Bollywood as Global Soft Power
In a striking observation, Kanwar suggested that Indian cricket has now surpassed Bollywood as India's most significant global export and soft power. "Wherever I travel, people talk about Indian cricket. It's massive," he noted. He pointed to the remarkable expansion of cricket in non-traditional markets, particularly the United States and Europe, largely driven by the IPL's global appeal and the widespread Indian diaspora.
"There are 56 professional teams in Atlanta alone," Kanwar revealed, highlighting cricket's growing international footprint. "Twenty years ago, who imagined India playing the US?" He attributes this global rise to deliberate factors: "It's because of our players, their professionalism and how India has transformed the game. Cricket today is global because India made it so."
Building on Previous Sports Associations
Apollo Tyres' foray into cricket sponsorship builds upon their established sports marketing legacy. In 2016, the company associated with cricket legend Sachin Tendulkar, a partnership Kanwar describes as instinctive. "Bollywood took India to the world, but Sachin took Indian sport to the world," he explained. "His passion, commitment and integrity align perfectly with Apollo's values."
This comprehensive approach to sports sponsorship reflects Apollo Tyres' strategic vision of aligning with premium brands that resonate with global audiences while maintaining strong Indian roots. The Indian cricket team jersey sponsorship represents the culmination of this carefully crafted strategy, positioning Apollo Tyres at the forefront of India's most celebrated sporting narrative.
