Apollo Tyres replaces Dream11 as Team India jersey sponsor

The Board of Control for Cricket in India (BCCI) has named Apollo Tyres as the new lead sponsor of Team India, marking the tyre manufacturer’s first foray into Indian cricket sponsorship. The announcement follows the exit of Dream11, whose deal ended prematurely after the government passed the Promotion and Regulation of Online Gaming Bill, 2025, banning real-money gaming platforms.

The sponsorship agreement runs for two and a half years until March 2028 and will see the Apollo Tyres logo appear on the jerseys of India’s men’s and women’s teams across all formats. The deal covers 121 bilateral fixtures and 21 ICC matches.

Apollo Tyres secured the sponsorship rights after placing a winning bid of INR 579 crore. According to a Times of India report, it edged out Canva and JK Tyre, which offered INR 544 crore and INR 477 crore respectively. Other companies such as Birla Opus Paints had expressed interest but did not participate in the final bidding round. The BCCI did not disclose the final amount, though it acknowledged that the partnership represented a “substantial increase in sponsorship value.”

Welcoming Apollo Tyres as its new lead sponsor, Rajeev Shukla, vice-president of BCCI, said, “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.”

According to industry estimates, the partnership value works out to approximately INR 4.77 crore per game, with differential pricing between bilateral and ICC events. Cricbuzz earlier reported that the BCCI had set base prices at INR 3.5 crore for bilateral games and INR 1.5 crore for World Cup matches.

The move underscores both the continuing commercial draw of Indian cricket and the impact of regulatory changes on sponsorship dynamics. Dream11’s exit left the BCCI without a jersey sponsor during the Asia Cup 2025, where the team played sponsor-less.

First outings under the new deal

The Indian teams will debut the Apollo Tyres logo in the upcoming two-Test home series against the West Indies beginning 2 October. The brand will also feature in India’s away white-ball series in Australia later this year. Before that, visibility will come during the three-match 50-over series between India A and Australia.

For Apollo Tyres, a Gurgaon-headquartered company with operations in over 100 countries, the deal is positioned as a brand-building platform in its home market. Neeraj Kanwar, vice-chairman and managing director of Apollo Tyres, said, “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, while supporting Indian sport at the highest level and creating unforgettable moments for fans worldwide.”

The agreement also extends to the Indian women’s team, who will carry Apollo Tyres branding at the ICC Women’s World Cup 2025 beginning 30 September. Harmanpreet Kaur’s team, currently engaged in a preparatory ODI series against Australia, had also been playing without a jersey sponsor until now.

Devajit Saikia, secretary of BCCI, framed the deal as a broader recognition of Indian cricket’s global reach. “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. This is more than a commercial agreement; it's a partnership between two institutions that have earned the trust and respect of millions.”

Broader sponsorship context

The BCCI invited bids in August, explicitly barring companies from online gaming, betting, crypto, and tobacco sectors, which narrowed the competitive field. Categories such as athleisure and sportswear, financial services, non-alcoholic beverages, insurance, and certain consumer goods were also excluded. Several firms, including UP-based Shank Air and Dubai’s Omniyat, had reportedly purchased bid documents but did not turn up for the final process in Mumbai.

The new sponsorship arrangement comes at a time when cricket sponsorship is under greater scrutiny from both regulators and fans. With Dream11’s exit tied to legislative changes, the industry is recalibrating expectations on which sectors will dominate future sports sponsorship.

For the BCCI, the Apollo Tyres deal provides stability after the abrupt termination of Dream11’s contract, while signalling that sponsorship values remain robust despite tighter restrictions. For Apollo Tyres, it offers an opportunity to integrate its brand into one of the most visible marketing platforms in the country.

Over 93% of sports market revenue in India is generated from media spend and sponsorship, with cricket taking the lion’s share. The success of IPs the Indian Premier League and the growing interest in the Women’s Premier League have attracted massive viewership and thereby investment, which makes them significant revenue drivers.

Statista pegs the revenue in the cricket market to reach $2.38 billion in 2025 and a projected market volume of $2.67 billion by 2029, registering a 2.90% annual growth rate for this period. The average revenue per user (ARPU) in the cricket market is projected to amount to $48.92 in 2025.

As the Indian men’s and women’s teams step onto the field in the coming weeks, the success of this partnership will be closely watched—not only for its commercial outcomes but also as a barometer of how non-traditional categories such as tyres can leverage cricket to expand visibility in a saturated advertising market.