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BCCI has inked a groundbreaking three-year jersey sponsorship with Apollo Tyres for an unprecedented ₹579 crore, eclipsing the previous Dream11 deal of ₹358 crore. This contract, covering 121 bilateral fixtures and 21 ICC matches, marks the highest bid in Indian cricket history. Apollo Tyres outbid Canva’s ₹544 crore offer and JK Tyre’s ₹477 crore proposal during the September 16 tender, highlighting its ambition to leverage cricket’s vast viewership for global brand expansion.
Rigorous bidding process and regulatory safeguards
The BCCI reopened sponsorship rights after Dream11 withdrew under the Promotion and Regulation of Online Gaming Act 2025, which prohibits real-money gaming entities from sports advertising. The board’s tender explicitly excluded companies linked to online gaming, cryptocurrency, tobacco, alcohol, sportswear, banking, non-alcoholic beverages, home appliances and insurance.
Apollo Tyres, headquartered in Gurugram with operations across over 100 countries, secured the title by committing roughly ₹4.5 crore per match—significantly higher than Dream11’s average of ₹4 crore per match—and by presenting robust market insights developed in collaboration with leading sports marketing consultancy, WPP Media. This transparent selection process bolsters BCCI’s revenue stability while adhering to stringent ethical and regulatory standards.
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Apollo Tyres jersey’s strategic launch and anticipated benefits
Apollo Tyres logo will debut on India’s kit during the two-match home Test series against West Indies beginning October 2, followed by India A’s three-match ODI series against Australia A in Kanpur. With the Asia Cup ongoing and lacking a front-of-shirt sponsor, this timing ensures immediate visibility across prime global audiences. Analysts predict a substantial boost in Apollo Tyres’ brand recall and market share, particularly in South Asian and emerging markets where cricket viewership is highest. Concurrently, the BCCI secures enhanced commercial stability amid evolving sponsorship landscapes, enabling reinvestment into grassroots development and women’s cricket.
Aligning with one of the world’s most followed sporting entities, Apollo Tyres cements its status as a global leader in tyre manufacturing while reinforcing cricket’s commercial appeal. This partnership is poised to deliver mutual growth: elevating fan engagement through fresh brand associations and reinforcing India’s cricketing narrative on the international stage.
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