In a high-stakes bidding race to become the new jersey sponsor of the Indian cricket team, Canva submitted a bid of ₹544 crore but was pipped by Apollo Tyres, which won the rights with a bid of ₹579 crore. JK Cement also participated, offering ₹477 crore.
Deal Details
- The sponsorship deal was for three years, running until March 2028.
- It covers roughly 121 bilateral matches plus 21 ICC fixtures during this period.
- Cricbuzz and other sources reported that BCCI had set base prices per match (bilateral & ICC), and that Apollo’s offer exceeded those minimums.
Why Canva Bid
- According to The Indian Express, Canva sees India as its fourth largest user market globally, and aims to deepen its presence in India. The Indian Express
- Sponsoring Team India’s jersey would give Canva huge visibility, aligning with its strategy to localize and expand its footprint among Indian users and businesses.
Significance
- The bidding war shows how valuable the Team India sponsorship is — brands are willing to spend hundreds of crores to attach themselves to arguably the most visible sports team in the country.
- Canva, despite not winning, made a strong bid, showing non-traditional brands (like tech/design tools) are entering into spaces typically dominated by industrial, FMCG, automotive or financial firms.
- The deal takes over from the Dream11 contract, which was valued at ₹358 crore. The new bids reflect a sharp jump in sponsorship valuations.
What Happens Next
- Apollo Tyres’ branding will appear on the jerseys of both men’s and women’s Indian cricket teams across formats.
- The first visibility of the new sponsor is expected during India’s bilateral and ICC match fixtures starting October 2025.
