Indian brand BKT Tyres has snapped up the title rights to the upcoming men's limited-overs cricket series between Australia and India.
Through a tie-up unveiled today with the Cricket Australia (CA) governing body, the firm is now putting its name to the One Day International( ODI) match and Twenty20 series between the two national teams.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The BKT Tyres Men's ODI Series begins in Perth on October 19 (Sunday), with further games then scheduled in Adelaide and Sydney, while the Twenty20 series (getting underway on October 29) encompasses fixtures in Canberra, Melbourne, Hobart, the Gold Coast, and Brisbane.
Home series fixtures against India are reliably lucrative for CA, in terms of TV media rights revenue, fan attendance, and commercial tie-ups such as this agreement. As a result, CA plans to have that side tour Australia as much as possible, per fixture cycle.
In terms of its existing cricket sponsorship portfolio, BKT Tyres currently has deals in place with multiple franchise teams from the Indian Premier League (IPL), while it is also a partner of the Australian Big Bash League Twenty20 competition, and has also been a partner for the last two seasons of England's The Hundred short-format competition.
The tyre brand has acted as the sleeve sponsor for all franchises from The Hundred across the 2024 and 2025 campaigns.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataTodd Greenberg, chief executive at Cricket Australia, has commented on the deal: "We’re delighted to welcome BKT Tyres as the naming rights partner for these marquee series. Their passion for cricket and dedication to creating immersive fan experiences align perfectly with our vision for the sport."
In terms of CA's other commercial tie-ups, earlier this month, the governing body's deal with Woolworths was extended for another three seasons.
Woolworths will continue as a CA sponsor until 2028, specifically as the official supermarket partner of the various Australian national teams, and as the naming rights sponsor for the Woolworths Cricket Blast program (for children).
CA unveiled Australian bank Westpac as its new main commercial partner in late July, with Westpac replacing rival Commonwealth Bank (CommBank) in that position.
Rajiv Poddar, joint managing director at BKT, added: "This partnership with Cricket Australia marks a strategic milestone in strengthening BKT’s global footprint and deepening our connection with key markets where cricket is more than a sport – it’s a shared passion."
