Apollo Tyres has acquired the front-of-jersey sponsorship rights of Team India in a ₹579 crore contract until March 2028, beating bidders Canva and JK Cement. The deal makes Apollo the new face of India's iconic blue jersey, replacing Dream11. Apollo Tyres bags India jersey rights! 👕🏏 (for 121 bilateral & 20 ICC matches)₹579.06 Cr deal beats Canva & JK Cement in the bidding race. pic.twitter.com/3tVhX7aslS — CricketGully (@thecricketgully) September 17, 2025 Kanwar on Premium and the "Jersey Jinx" Apollo Tyres vice-chairman and MD Neeraj Kanwar justified Apollo's huge bid, terming the India jersey an asset that by its very nature had premium value. To The Economic Times, Kanwar told: "Obviously, there’s a premium to it. But when you get into a bidding process, you will add a premium, and the jersey commands that." When questioned regarding the so-called "jersey curse" that affected previous sponsors Byju's and Dream11, Kanwar brushed the idea aside. He added: "I’ve been cautioned about it, but Apollo Tyres is a strong institution. We employ 19,000 people, have a strong brand and leadership. I don’t see us in that bucket. That’s why BCCI tied up with us — an Indian company with reliable products and a trusted brand." Also Read | Apollo Tyres Becomes New Jersey Sponsor of Team India Bigger Investment Than Dream11 Apollo will be paying 62% more than previous sponsor Dream11, underlining commercial worth of India's cricket jersey. The firm will be shelling out ₹4.5 crore for each bilateral and Asia Cup match, and ₹1.72 crore for each ICC match, both higher than the tender's floor price. Dream11 had previously been shelling out ₹3 crore and ₹1 crore per match. Long-Term Vision With BCCI For Kanwar, the investment is not just about visibility. He is convinced the tie-up will improve sales, increase distribution, and consolidate Apollo's grip in semi-urban and rural markets. Kanwar said: “It will create more sales, expand distribution and gain us more market share." Apollo will also host consumer-oriented activations and will be utilizing its brand ambassador Sachin Tendulkar. "Sachin is the face of Indian cricket. No better person to wear our jersey," said Kanwar. The tyre major has a track record of sports sponsorship, such as a 13-year tie-up with Manchester United, just extended by three years. Kanwar placed the BCCI agreement under the same long-term strategy: “We don’t believe in short-term relationships. Even through ups and downs, we’ve continued with Manchester United. Our vision with the BCCI is also long term." With Kanwar’s confidence and Apollo’s commitment, the company is betting big that the so-called “jersey jinx” won’t stand in the way of long-term gains.