When Team India steps onto the field this season, it won’t just be millions of fans watching—it will also mark a milestone for Apollo Tyres. The Gurugram-based multinational, with revenues crossing Rs 26,000 crore in FY25 and operations in over 100 countries, has secured a landmark three-year lead sponsorship with the BCCI worth nearly Rs 579 crore. The deal ensures Apollo’s logo will feature on the front and leading arm of Team India’s jersey across all bilateral and ICC matches for both men’s and women’s teams, positioning Apollo not merely as a sponsor but as part of India’s sporting narrative. Udyan Ghai, decodes the move in this candid conversation. The association is further strengthened by cricket legend Sachin Tendulkar, who has been Apollo Tyres’ long-standing brand ambassador.
Q] Apollo Tyres surprised everyone by signing a high-profile jersey sponsorship deal with the Indian cricket team. What business and brand objectives do you aim to achieve through this partnership?
Let’s start with the brand objectives. Apollo is a company that has been in India for over four decades, with a strong presence across categories. Cricket, to me, is the only sport that reaches both ends of the spectrum, the most premium consumer as well as the everyday Indian. For a multi-category company like ours, there’s no other unifying platform like cricket.
Any other marketing activity we’ve done has typically attracted a niche, commercial vehicle customers, passenger car customers, and so on. But cricket cuts across everybody. That’s the core reason why we chose this platform. From a brand point of view, we wanted to stay true to our diverse target audience, and this association allows us to do exactly that.
Q] How do you expect this partnership to reshape Apollo’s brand positioning, given the competition, legacy associations in the tyre category and a comparatively shorter term: three years?
I don’t think the term is as relevant. You have to make a start somewhere, and this marks Apollo’s entry into cricket. And Apollo, as you know, is used to doing things with a certain style and panache. Either we don’t do it at all, as you’ve seen in the past, or, when we do, we do it with a bang. That’s true to how we invest, whether in CapEx, new plants, or brand activities.
Now, in terms of positioning, our audience spans the tractor driver in agricultural fields, the two-wheeler commuter, the fleet operator, and the luxury car owner. We needed something that spoke to all of them. If you look at the marketing funnel, awareness at the top, consideration in the middle, and purchase at the bottom, this one association reinforces all three layers.
Apollo already enjoys strong awareness, but this will push consideration even further. And at the purchase level, our dealers and business partners are swelling with pride. They will be able to close sales with a stronger edge. So, in one act, we’ve addressed the entire marketing funnel.
Q] What will be your marketing activation strategy? How will Apollo leverage match days, broadcasts, digital content, and offline touchpoints to maximise ROI?
We have multiple stakeholders. Everything we do begins with the end consumer. Then, in our industry, dealers are extremely critical. Beyond that, we also have original equipment (OE) partners, business associates, and, of course, our employees.
There is a rigorous plan being put together to reach every stakeholder in the Apollo universe. A large chunk will be consumer-facing, but equally, we’ll ensure our dealers and partners feel part of this journey. If awareness is already taken care of, the next step is ensuring we drive consideration and conversion at the lower end of the funnel.
Q] How do you plan to integrate this sponsorship into your product launches, promotions, or distribution network?
This will be the epicentre of everything we do from a communications perspective. It’s not that we’ll integrate product launches into the sponsorship, it’s the other way around. This sponsorship is the big brand platform, and everything else will now start funnelling into it.
Q] Which consumer segments are you targeting with this deal—performance car owners, rural vs urban, youth, etc.? How does this help you connect with them in ways earlier marketing couldn’t?
Our audience is truly diverse. We speak to the tractor driver in rural fields, the two-wheeler rider, the fleet owner, and also the premium car customer. What cricket does is unify them. Other platforms or campaigns might only reach a slice of that audience, but cricket reaches all. This partnership allows us to strengthen awareness and consideration across every segment simultaneously. For the youth, cricket is a cultural passion point. For rural consumers, it’s part of daily life. And for the premium audience, it reinforces Apollo as a brand associated with India’s biggest sporting stage.
Q] With cricket now increasingly consumed via digital platforms, what role will social media, OTT, and influencer partnerships play in your campaign strategy? What will your media mix look like?
Digital will play a very large role in our plans. Cricket today is not just about television broadcasts; it’s about clips, memes, live updates, and influencer chatter on social media. Our approach will be to create content that engages audiences on the platforms where they consume cricket the most. At the same time, we can’t ignore television, given its sheer reach in India. So, the media mix will be balanced, TV for scale, and digital for engagement. We’ll also explore OTT partnerships and leverage influencers who resonate with younger audiences. Together, this will ensure we maximise reach and relevance.
Q] Given the size of the deal- Rs 579 crore, with per-match sponsorship at ~Rs 4.5 crore, what kind of ROI are you expecting?
Media reports are quoting different figures but I would not like to comment on the size of the deal. ROI for us is not just about immediate sales figures, it’s about strengthening the brand at every level of the funnel. Awareness, consideration, and purchase intent will all get reinforced. At the dealer level, it builds pride and confidence, which directly translates to conversions. For consumers, it builds stronger trust and emotional connection. So, while the numbers will come, what excites us is the long-term brand equity this association will create.
Q] How do you plan to sustain momentum after the initial splash? Will there be community initiatives, fan engagement beyond matches, involvement in grassroots cricket, or infrastructure investments?
Absolutely. This is not a one-off. Cricket is going to be at the centre of our brand activities for the next three years. Beyond match days, we’re looking at how to connect with fans at a deeper level, whether through activations, contests, or community-driven initiatives. Grassroots engagement and youth connect will also be important focus areas. Sustaining momentum means ensuring that Apollo Tyres isn’t just seen on the jersey, but also felt in the way we bring cricket closer to fans across the country.
Q] Are you considering similar partnerships with other sports in India or global tournaments?
At this point, our focus is squarely on cricket. This is the biggest platform in India, and we want to give it our all. Having said that, Apollo has always had a global sporting footprint, from football in Europe to motorsports. So, we will keep evaluating opportunities, but right now, this jersey partnership with Team India is our flagship commitment.
Q] There’s talk about a ‘jersey partner jinx’ with brands like Sahara, Oppo, BYJU’s and Dream11. What was in your mind when you decided to come on board despite that chatter?
Decisions at companies of our size and magnitude are always taken on the basis of data and facts. And if you want to put jinx into perspective, all I can say is that it needed a stable company like Apollo to break the jinx. Apollo is now led by the fourth generation of the family. The jersey partnership perhaps needed a company with that kind of legacy to step in, change to stabilise things, and break the so-called jinx. But like I said, there is no discussion around a jinx. The discussion is clearly around facts, and what this partnership will do for the brand and the company in the longer term.
