In a major victory, Apollo Tyres has clinched the sponsorship rights for the Indian cricket team’s jersey with a remarkable bid of INR 579 crore. This three-year deal covers 121 bilateral matches and 21 ICC events, marking a significant partnership in Indian cricket.
A Competitive Three-Way Bid
The Gurgaon-based tyre company, which operates in over 100 countries, emerged victorious in a competitive three-way bidding process, surpassing offers from Canva (INR 544 crore) and JK Cements (INR 477 crore). The deal breaks down to an average of INR 4.77 crore per match, though this could vary depending on the type of match, with bilateral games valued at INR 3.5 crore and ICC matches, including World Cup games, priced at INR 1.5 crore each.
Impact of Government Ban on Real-Money Gaming
This sponsorship comes on the heels of a government order banning real money gaming companies, including Dream11, which had previously held the sponsorship deal with the BCCI. The ban led to the Indian team entering the Asia Cup without a jersey sponsor, creating a vacuum that Apollo Tyres quickly filled. The BCCI had to launch a fresh tender process, and despite concerns over limited interest, Apollo Tyres has stepped up with a deal that exceeds the previous agreement by INR 200 crore.
The First Appearance for the New Sponsor
Apollo Tyres will see its logo displayed on the Indian team’s jerseys during the two-Test series against the West Indies starting October 2. The new sponsor’s debut will also coincide with India’s white-ball series in Australia, and their logo will appear in the India A vs. Australia 50-over series, set to begin later this month. The BCCI has informed the selectors to finalize the India A squad early to ensure the jerseys are ready for the matches in Kanpur on September 30, October 2, and 5.
Unsuccessful Bidders and the Role of WPP Media
While companies like Shank Air (UP) and Omniyat (Dubai) had shown interest by purchasing the tender document, they did not participate in the final bidding. Apollo’s successful bid was overseen by Mumbai-based WPP Media, who managed the valuation and negotiation process.
A Major Financial Boost for BCCI
Despite initial doubts about the tender’s outcome due to the government’s ban, the BCCI has successfully found a new partner willing to invest significantly more than Dream11’s previous INR 358 crore contract. This deal is a major financial boost for Indian cricket and showcases the continued appeal of the sport despite the challenges posed by changing regulations.
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