BCCI Announces New Sponsorship Deals with Apollo Tyres and CEAT, Excludes Adidas
The Board of Control for Cricket in India (BCCI) has confirmed new sponsorship agreements with Apollo Tyres and CEAT, according to a press release issued on April 5, 2024. The deals, which were initially reported by ESPN Cricinfo, mark a shift in the organization’s commercial strategy, with Adidas no longer listed as an official partner.
What Are the Details of the New Sponsorship Deals?
The BCCI’s official website lists Apollo Tyres and CEAT as “official tire partners” for the 2024-2026 cycle. The financial terms of the agreements were not disclosed, but industry analysts estimate the combined value could exceed ₹500 crore ($60 million). Both companies will have branding across domestic and international matches, including the Indian Premier League (IPL) and Test series.
Why Did Adidas Exit the BCCI Sponsorship Portfolio?
Adidas was previously a major sponsor of the BCCI, with a reported deal worth ₹350 crore ($42 million) signed in 2019. However, the 2024 press release does not mention the brand, suggesting the partnership has expired. A BCCI spokesperson told The Guardian that “the decision was based on a strategic review of commercial partnerships to align with current market dynamics.”
How Do These Deals Compare to Previous Sponsorships?
The Apollo Tyres and CEAT deals follow a trend of Indian sports bodies prioritizing domestic brands. For example, the Indian Super League (ISL) recently signed a ₹200 crore deal with Tata Motors. In contrast, the BCCI’s previous global sponsors, such as PepsiCo and Dream11, have maintained long-term contracts. The new agreements with Apollo Tyres and CEAT could signal a focus on regional market expansion, according to CNBC analysts.
What Are the Implications for Indian Cricket?
The changes in sponsorship structure may impact revenue streams for the BCCI, which generated ₹3,200 crore ($385 million) in 2023 from commercial partnerships. While the exit of Adidas could create a funding gap, the inclusion of Apollo Tyres and CEAT—both major players in India’s automotive sector—may offer long-term stability. A 2022 BCCI report noted that domestic sponsors accounted for 65% of the organization’s income, up from 40% in 2018.
What’s Next for BCCI Sponsorships?
The BCCI is expected to announce additional partnerships ahead of the 2025-2027 cycle. Meanwhile, Adidas has not commented on the exit, but the brand remains a key sponsor of the English Premier League and the FIFA World Cup. The BCCI’s focus on local sponsors aligns with broader trends in Indian sports, where companies like Reliance Jio and Ola Cabs have increasingly invested in cricket and other major events.