The Board of Control for Cricket in India (BCCI) has announced Apollo Tyres as Team India’s new lead sponsor in a landmark ₹579 crore deal running until March 2028. This record-breaking partnership marks Apollo’s first cricket sponsorship venture, replacing Dream11 after the gaming giant’s regulatory-forced exit, and significantly elevates sponsorship rates to ₹4.5 crore per match while reinforcing Indian cricket’s unmatched commercial appeal globally.
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Historic Deal Details and Financial Impact
The BCCI’s new partnership with Apollo Tyres represents a substantial financial victory for Indian cricket, with the Gurgaon-based company committing approximately ₹4.5 crore per match—a notable increase from Dream11’s previous rate of ₹4 crore per game.
Financial Breakdown of the Deal
| Deal Component | Value | Details |
|---|---|---|
| Total Contract Value | ₹579 crore | 3-year agreement (2025-2028) |
| Per Match Payment | ₹4.5 crore | Higher than previous sponsor |
| Bilateral Matches | 121 games | Regular international fixtures |
| ICC/ACC Tournaments | 21 matches | Major tournament appearances |
| Total Match Coverage | 142 matches | Complete international calendar |
The competitive bidding process saw Apollo Tyres emerge victorious against formidable competitors, with Canva submitting a ₹544 crore bid and JK Cements offering ₹477 crore. This transparent selection process demonstrates the BCCI’s commitment to maximizing revenue while maintaining ethical standards.
Apollo Tyres: Strategic Vision Behind Cricket Investment
For Apollo Tyres, this sponsorship represents far more than brand visibility—it’s a calculated investment in connecting with cricket’s passionate fanbase across India and globally. The company, which markets products under the Apollo and Vredestein brands across over 100 countries, sees natural synergy between its commitment to performance and safety and the attributes of world-class cricket.
Mr. Neeraj Kanwar, Vice-Chairman and Managing Director of Apollo Tyres Ltd, emphasized the emotional connection: “Cricket’s unmatched popularity in India and worldwide makes it an honour for us to become the National Team Lead Sponsor of Team India. This partnership is about national pride, strengthening consumer trust, and showcasing Apollo as a true leader in our category.”
Apollo Tyres’ Sports Portfolio
| Sport/League | Partnership Type | Duration |
|---|---|---|
| Crystal Palace FC | Official Tyre Partner | Since 2017 |
| Team India Cricket | Lead Jersey Sponsor | 2025-2028 |
| Multiple Football Leagues | Various Sponsorships | Ongoing |
The Dream11 Exit: Regulatory Impact on Sports Sponsorship
The BCCI’s search for a new sponsor became necessary following Dream11’s forced withdrawal due to the Promotion and Regulation of Online Gaming Act 2025. This legislation effectively banned real-money gaming and related advertising, dismantling the core business model of fantasy sports companies.
Dream11’s exit marked the end of a lucrative partnership that began in July 2023, when the fantasy sports platform replaced Byju’s as Team India’s title sponsor with a ₹358 crore deal running until 2026. The premature termination occurred penalty-free due to a contractual clause protecting against regulatory changes.
Impact of Gaming Regulations
The online gaming ban has broader implications for Indian sports sponsorship:
- Fantasy gaming platforms contributed nearly ₹1,000 crore annually to Indian cricket
- Dream11 and My11Circle collectively supported multiple leagues and tournaments
- Individual player endorsements from gaming companies face uncertainty
- Sports organizations must diversify sponsor portfolios away from regulated industries
BCCI Leadership Welcomes New Partnership
The BCCI leadership expressed unanimous enthusiasm for the Apollo Tyres partnership, viewing it as validation of Indian cricket’s enduring appeal and commercial strength.
Mr. Devajit Saikia, Honorary Secretary, BCCI, stated: “The arrival of Apollo Tyres as our new sponsor is a testament to the hard work and consistent performance of our teams. We are excited about this being Apollo’s first major sponsorship in India cricket, which speaks volumes about the sport’s unparalleled reach and influence.”
Mr. Rajeev Shukla, Vice-President, BCCI, added: “This is a momentous occasion, bringing together two of India’s most powerful and enduring legacies: the unwavering spirit of Indian cricket and the pioneering legacy of Apollo Tyres. The competitive nature of the bidding process highlights the strong market confidence in the BCCI and the global brand of Team India.”
Strategic Implications for Indian Cricket
This partnership arrives at a crucial juncture for Indian cricket, with the team currently competing without a jersey sponsor during the Asia Cup in the UAE.
The Apollo Tyres logo will debut on India’s kit during upcoming bilateral series, providing immediate brand visibility across prime global audiences.
Benefits for Indian Cricket Development
The enhanced sponsorship revenue enables the BCCI to:
- Invest in grassroots cricket development programs
- Support women’s cricket infrastructure and promotion
- Enhance training facilities and player development
- Maintain India’s competitive edge in international cricket
Market Analysis and Future Outlook
The BCCI-Apollo Tyres partnership reflects broader trends in Indian sports sponsorship, where traditional industries increasingly replace regulated sectors like online gaming and cryptocurrency platforms.
Industry analysts predict significant benefits for both parties:
- Apollo Tyres gains substantial brand recall improvement, particularly in South Asian markets
- Enhanced global visibility through cricket’s massive viewership
- Association with Team India’s success story reinforces brand values
- BCCI secures financial stability amid evolving sponsorship landscapes
Sponsorship Exclusions and Ethical Standards
The BCCI’s tender process explicitly excluded several categories to maintain ethical standards:
Prohibited Categories:
- Online gaming and gambling services
- Cryptocurrency platforms
- Tobacco and alcohol brands
- Banking and financial services
- Home appliances and insurance companies
This selective approach ensures partnerships align with public sentiment and regulatory compliance while maintaining the integrity of cricket sponsorship.
Global Context and Commercial Success
The Apollo Tyres deal positions Indian cricket as a premium commercial property in global sports. With Team India’s packed international calendar including bilateral series, ICC tournaments, and ACC events, the partnership provides extensive exposure across diverse markets.
Cricket’s commercial ecosystem in India has grown remarkably, with sports sponsorship reaching ₹16,633 crore in 2024—a sevenfold increase since the IPL’s launch in 2008. Cricket dominates with an 85% market share, though this has decreased slightly from 87% in 2023, indicating gradual diversification.
Looking Ahead: Partnership Execution and Expectations
As Apollo Tyres prepares to showcase its brand on Team India jerseys, both organizations face the exciting challenge of maximizing partnership value. The timing ensures immediate visibility during high-profile international fixtures, including potential World Cup cycles and major tournament appearances.
The partnership represents more than commercial transaction—it symbolizes the evolution of Indian cricket sponsorship toward sustainable, ethically aligned partnerships that support long-term growth while maintaining competitive excellence on the field.
This groundbreaking deal between the BCCI and Apollo Tyres sets new benchmarks for cricket sponsorship valuations while demonstrating that traditional industries can successfully fill gaps left by regulated sectors, ensuring continued financial stability for Indian cricket’s global ambitions.
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FAQs
How much is Apollo Tyres paying BCCI for the sponsorship deal?
Apollo Tyres secured the sponsorship rights with a bid of ₹579 crore for three years, paying approximately ₹4.5 crore per match—higher than Dream11’s previous rate of ₹4 crore per game.
Why did Dream11 exit as Team India’s sponsor?
Dream11 was forced to withdraw following the Promotion and Regulation of Online Gaming Act 2025, which banned real-money gaming and related advertising, effectively dismantling their core business model.
When will Apollo Tyres logo appear on Team India jerseys?
The Apollo Tyres logo will debut on India’s kit during upcoming bilateral series, with immediate visibility as Team India resumes international fixtures after the Asia Cup.
What other companies competed for the BCCI sponsorship?
Canva submitted a bid of ₹544 crore and JK Cements offered ₹477 crore, but Apollo Tyres’ ₹579 crore bid secured the rights in the competitive tender process.
How long will the BCCI-Apollo Tyres partnership last?
The agreement spans two and a half years, concluding in March 2028, covering 142 international matches including 121 bilateral games and 21 ICC/ACC tournament fixtures.
