Image Source: Bhaskar
New Delhi, 17 September 2025 – Apollo Tyres Ltd has signed an unprecedented three-year agreement with the Board of Control for Cricket in India (BCCI) to become Team India’s principal sponsor. Apollo’s branding will be displayed on the front and leading arm of the jerseys worn by both men’s and women’s national teams throughout bilateral and ICC events.
Although the filing of the company’s stock exchange did not provide financial information, sources in the market indicated the deal value to be around ₹579 crore — a considerable commitment for a company that showed net sales of ₹26,349.33 crore and profit after tax of ₹831.49 crore in the last twelve months.
Why Apollo Tyres Shares Are Being Monitored
The sponsorship announcement has placed Apollo Tyres firmly on the map. The company’s stock has increased 6% in the last month, but it is still down more than 6% on the year. Market analysts believe the action could create a large long-term branding based on enhancing recall and consumer loyalty with cricket’s massive viewership in India.
They also advise that returns in financial terms may take time. Unlike revenue-generating programs that deliver shorter-term return periods, sponsorships build consumer stickiness and brand awareness over time, and thus, at this time, it is still not certain that Apollo shareholders would receive money as a payoff.
Strategic Value
Apollo is positioning the sponsorship as more than just logo placement. Vice Chairman and Managing Director Neeraj Kanwar explained, “This is about strengthening Apollo’s position as a leader while creating unforgettable moments for fans.”
For the BCCI, the tie-up reflects cricket’s enduring commercial pull. Secretary Devajit Saikia portrays Apollo’s entry as a testament to the sport’s influence, adding that it represents the tyre maker’s first major sponsorship in Indian cricket.
Impact and Outlook in the Market
- Consumer Trust: Partnering with Team India relates to patriots and may help Apollo strengthen its consumer relationship.
- Brand Visibility. Being on the front of the jersey ensures Apollo will be visible to millions of fans for major matches.
- Investors are cautiously optimistic about the stock based on the recent uptick, but analysts remain wary of whether the brand investment constitutes real financial growth.
Conclusion:
Apollo Tyres’ sponsorship of Team India is a daring bet on cricket’s unrivalled popularity and emotional appeal. The ₹579 crore sponsorship would be a large sunk cost, but if nurtured is a long-term investment in brand equity that could become priceless. At the moment, the deal seems to have made Apollo’s stock fresh newsworthy again — as investors and cricket fans await to see how this high-profile strategy plays out.
