Indian tyre manufacturer Apollo Tyres has announced that it has signed cricketing icon Sachin Tendulkar as its brand ambassador for a period of five years. This is the first time that the company has associated with a celebrity as the face of its brand.
Indian Cricket Icon Signs with Apollo
For Apollo Tyres, the association with Tendulkar as well as the company’s existing sponsorship deal with Manchester United, is in line with its brand strategy, to reach out and engage with its target audience globally. The association with Tendulkar, will help the company leverage on the cricketer’s fan following and popularity as a sports icon to drive home the company’s own message of making every journey a safe and inspiring one.
Commenting on the association with Sachin Tendulkar, Neeraj Kanwar, Vice Chairman & MD, Apollo Tyres Ltd said, “Building the Apollo brand to its true potential is key to our growth. By securing Sachin Tendulkar’s association with our brand, we have embarked on an exciting journey together. I am sure this partnership will help us go the distance!”
In addition to being the Global Tyre Partner for Manchester United, Apollo Tyres also has a presence in the German Bundesliga, thanks to its association with Borussia Monchengladbach. In India, it has a presence in the Indian Super League (ISL), being the principal sponsor of Chennaiyin FC, and in the I-League, with its title sponsorship of Minerva Punjab FC.