Indian cricket fans woke up to a new era on September 16, 2025, as Apollo Tyres was officially unveiled as the new jersey sponsor for the Indian national teams, replacing Dream11 after a dramatic and high-stakes bidding process. The announcement not only marks a significant commercial milestone for both the Board of Control for Cricket in India (BCCI) and Apollo Tyres, but also underscores the growing allure and financial muscle of Indian cricket on the global stage. With the men’s and women’s teams set to don fresh kits bearing the Apollo Tyres logo, the partnership is already creating a buzz across the cricketing fraternity and business world alike.
This landmark deal comes in the wake of major regulatory changes in India’s online gaming sector. Just last month, the BCCI was compelled to terminate its three-year, ₹358 crore partnership with fantasy sports platform Dream11. The move followed the Indian parliament’s passage of the Promotion and Regulation of Online Gaming Bill, which banned real-money online gaming and outlawed advertising or sponsorships by such platforms. The legislation abruptly ended Dream11’s association with Team India, leaving the squad without a jersey sponsor during the ongoing Asia Cup 2025 in Dubai and Abu Dhabi.
With the national teams’ kits sporting a conspicuous blank during the Asia Cup, the BCCI wasted no time in launching an urgent search for a new lead sponsor. On September 2, 2025, the board invited expressions of interest for the coveted jersey rights, explicitly barring companies from gaming, betting, cryptocurrency, tobacco, and several other sectors from participating. The call attracted intense competition, with major brands like Canva, JK Tyre, and Birla Optus Paints entering the fray—though Birla Optus ultimately opted not to submit a formal bid.
The bidding process reached its climax on September 16, when bids were opened in the presence of all interested parties. In a fiercely contested race, Apollo Tyres emerged victorious, staving off competition from Canva (whose bid was ₹544 crore) and JK Tyre (at ₹477 crore). The result? A jaw-dropping deal worth ₹579 crore, representing a 62% increase over the previous Dream11 agreement. According to BCCI officials, Apollo Tyres will pay approximately ₹4.5 crore per bilateral match—up from Dream11’s ₹4 crore rate—and ₹1.72 crore for each ICC fixture during the contract period.
The sponsorship agreement covers around 130 fixtures, including 121 bilateral matches and 21 ICC events, stretching through March 2028. Notably, the partnership will see the Apollo Tyres logo featured on the jerseys of both the men’s and women’s national teams, across all age groups and formats. The first official outing for the new sponsor will be the two-match home Test series against the West Indies starting October 2, 2025, followed closely by the Women’s ODI World Cup, which kicks off on September 30. India A’s three-match ODI series against Australia A in Kanpur will also showcase the new branding.
BCCI Secretary Devajit Saikia hailed the agreement, emphasizing its broader significance for Indian cricket. “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,” Saikia said, according to multiple reports.
The partnership is especially notable for Apollo Tyres, marking its first-ever foray into cricket sponsorship at this scale. Headquartered in Gurugram, the multinational tyre manufacturer has previously been associated with football—most notably as a sponsor for Premier League clubs—but this move into cricket signals a strategic expansion into India’s most beloved sport. The company’s shares responded positively to the news, closing 1.63% higher at ₹487 on the day of the announcement, despite an 8.3% decline year-to-date. JK Tyre, another bidder, saw its stock end 2.1% higher, reflecting the high stakes and visibility associated with the sponsorship contest.
For the BCCI, the new deal is more than just a financial windfall. The board’s statement following the signing highlighted the “substantial increase in sponsorship value” as evidence of Indian cricket’s immense and growing commercial appeal. The base price for the bidding was set at ₹3.5 crore per bilateral match and ₹1.5 crore per ICC match, but Apollo Tyres’ aggressive bid of ₹4.5 crore and ₹1.72 crore respectively blew past those thresholds, setting a new benchmark for future deals.
The process wasn’t without its complications. The exclusion of several major industry sectors—gaming, betting, crypto, tobacco, banking, financial services, insurance, and even sportswear manufacturers—narrowed the field but also underscored the board’s commitment to aligning with government regulations and public sentiment. The Promotion and Regulation of Online Gaming Bill, which triggered Dream11’s exit, has had a ripple effect across India’s sports sponsorship landscape, forcing governing bodies and brands alike to reconsider their strategies and compliance protocols.
Meanwhile, the Indian cricket team continues its campaign in the Asia Cup 2025 without a jersey sponsor, a rare sight for fans accustomed to seeing prominent logos emblazoned on the blue kits. The absence is temporary, however, as Apollo Tyres’ branding is set to make its debut in the upcoming home fixtures. The anticipation is palpable, with supporters and commentators alike eager to see how the new partnership will be reflected both on and off the field.
As the dust settles on this high-profile bidding war, the broader implications for Indian cricket and sports marketing are clear. The record-breaking value of the Apollo Tyres deal is a testament to the unparalleled reach and commercial power of the game in India. It also signals a new chapter for the national teams, one that blends tradition with fresh corporate energy. With the sponsorship set to run through March 2028, all eyes will be on how this partnership unfolds—both in terms of financial impact and the on-field fortunes of Team India.
For now, the spotlight is firmly on Apollo Tyres and the BCCI, two institutions that have captured the imagination of millions. As Team India prepares for its next set of challenges, the new sponsor’s logo will serve as a visible reminder of cricket’s enduring appeal and the ever-evolving business of sport in the world’s most cricket-obsessed nation.
