"Apollo Tyres' MD discredits the alleged 'Jersey Curse' affecting Team India, stating the BCCI's collaboration with them"
Apollo Tyres Secures Indian Cricket Team's Jersey Sponsorship for 6 Years
Apollo Tyres has made a significant move in the world of sports sponsorship by securing the front-of-jersey sponsorship rights for the Indian cricket team for a period of 6 years, until March 2028. The deal, worth Rs 579 crore, marks a significant step in Apollo Tyres' long-term vision.
The BCCI floated the tender after Dream11, the previous sponsor, exited the sponsorship slot due to the government's crackdown on real-money gaming. Apollo Tyres outbid Canva and JK Cement in the bidding process, demonstrating its commitment to this strategic partnership.
The partnership is not just about logo visibility. Apollo Tyres sees it as an opportunity to strengthen its presence in semi-urban and rural markets, where cricket enjoys immense popularity. The deal underscores the enduring appeal of one of India's most sought-after sports assets.
Sachin Tendulkar, the face of Indian cricket, will be Apollo Tyres' brand ambassador, and the company plans to leverage his popularity to strengthen its visibility. Apollo Tyres will pay Rs 4.5 crore per bilateral and Asia Cup match, and Rs 1.72 crore per ICC event game, amounts that are higher than the base prices.
This partnership is expected to create more sales, expand distribution, and gain market share for Apollo Tyres. The company does not believe in short-term relationships and plans consumer-focused activations around the partnership with the BCCI.
Apollo Tyres' association with Manchester United is mentioned as a precedent for its long-term vision with the BCCI. The company has a 13-year association with the Premier League club, extended by three years in June.
The deal is a testament to Apollo Tyres' ambitious growth plans and its commitment to investing in strategic partnerships that resonate with its target audience. With this move, Apollo Tyres has paid 62% more than what outgoing sponsor Dream11 had been paying, underscoring the value placed on the Indian cricket team's jersey sponsorship.
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