Indian tyre manufacturer CEAT has announced that it has been selected as an official partner of India’s cricket governing body, the BCCI (Board of Control for Cricket in India).

Over the five-year terms of the contract, Ceat will pay ₹2.4 billion ($29 million) to sponsor “certain segments” of cricket matches from India’s elite Indian Premier League (IPL) competition, reportedly the “strategic timeout” portions of each game to be specific.

The agreement is the latest major tie-up between Ceat, which also manufactures cricket bats, and the BCCI.

In February 2023, it was announced that Ceat became a new sponsor of the new women’s equivalent of the IPL, the WPL (Women’s Premier League), from its first season in 2023 through to the end of its third in 2025.

Ceat is also the strategic timeout partner of the WPL, meaning that the latest deal with the IPL will strengthen its association with the show segment across both competitions simultaneously.

A giant of Indian sport, and global cricket in general, the IPL is one of the most sought-after TV and commercial partners for broadcasters and prospective sponsors.

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The BCCI began a search for commercial partners for the competition earlier in February, and have since added Ceat. Despite this, the roles of umpire partner, purple cap (leading ricket taker) partner, and orange cap (leading run scorer) partner, are reportedly still up for grabs.

From 2024 through 2028, the IPL will be title-sponsored by Indian conglomerate Tata Group in a five-year extension to a deal that began in 2022.

The deal, which was announced by the BCCI in January, comes with a fee equivalent to $301 million, making it the highest-ever sponsorship sum secured by the 10-team IPL – according to the BCCI.

Tata Group also title sponsors the WPL, having covered it in its inaugural 2023 season much like Ceat.