Apollo Tyres has taken a major step to strengthen its brand presence by becoming the lead sponsor of the Indian cricket team. The tyre manufacturer has signed a high-value deal with the Board of Control for Cricket in India (BCCI), which is expected to significantly increase its advertising expenditure.
While the move enhances Apollo’s visibility and positions it among the top auto advertisers in India, analysts believe the short-term impact on margins and profitability could be notable.
Earlier this month, Apollo Tyres officially announced its partnership with the BCCI to become the lead sponsor of Team India. The sponsorship, valued at ₹575 crore, will run for 30 months. This deal places Apollo Tyres in a unique spotlight, as the Indian cricket team is one of the most followed sporting brands globally. Every match appearance by Team India offers unmatched visibility, making it a strategic marketing investment for the company.
The agreement with BCCI elevates Apollo Tyres into the league of the largest ad spenders within the automotive industry. Traditionally, vehicle manufacturers like Maruti Suzuki, Hyundai, Tata Motors, and Mahindra have dominated the advertising charts.
However, Apollo Tyres’ aggressive push in brand promotion is reshaping this dynamic. Compared to many of its domestic tyre peers, Apollo’s advertising spend is already higher, and this latest sponsorship will only widen the gap.
Cricket in India is not just a sport but a cultural phenomenon. Sponsoring the national team offers Apollo Tyres unparalleled reach across urban and rural markets alike. The company expects several benefits from this partnership:
Brand recall and visibility: Team India’s sponsorship ensures continuous presence on television, digital platforms, and stadium promotions.
Customer trust: Association with India’s most loved sport enhances consumer confidence.
Global exposure: With international matches, Apollo Tyres also strengthens its footprint in overseas markets.
This aligns with Apollo’s long-term vision of being a globally competitive tyre brand while consolidating its leadership position in the domestic market.
While the deal enhances brand equity, it comes with substantial financial commitments. At ₹575 crore over 30 months, Apollo Tyres will need to allocate significant funds for brand promotion. Analysts suggest that this elevated ad expenditure could weigh on the company’s operating margins and profitability in the short term.
For a tyre manufacturer, where raw material costs and pricing pressures already impact earnings, the additional marketing expense may pose challenges. However, management is likely betting on the long-term value creation from improved brand perception and customer loyalty.
Apollo Tyres has consistently spent more on advertising than most of its local rivals such as MRF, JK Tyre, and CEAT. The BCCI sponsorship only strengthens its position as the most aggressive brand promoter in the tyre sector. By rivalling major automakers in terms of ad spending, Apollo is making a bold statement about its intent to compete not just on product quality, but also on brand influence.
In the immediate term, Apollo Tyres may face margin pressure due to the steep investment in brand promotion. However, industry experts believe that the visibility from being associated with Team India could yield strong returns over time. Enhanced recognition, stronger retail traction, and a premium brand image could eventually offset the short-term financial burden.
For Apollo Tyres, this sponsorship deal signals a shift in strategy — moving from a product-centric approach to a brand-led growth model. With cricket offering unmatched marketing leverage, Apollo aims to reinforce its leadership in India and strengthen its global aspirations.
Conclusion
Apollo Tyres’ BCCI sponsorship is a landmark move in India’s auto advertising space. While the ₹575 crore deal may temporarily strain margins, the long-term advantages in terms of visibility, brand recall, and customer trust are expected to far outweigh the costs. By betting big on cricket, Apollo Tyres is not only challenging automotive giants in advertising dominance but also setting a new benchmark in how tyre brands position themselves in one of the world’s most competitive markets.