Apollo Tyres have just signed Indian cricketing legend, Sachin Tendulkar, as their brand ambassador on a five-year deal. Being a sponsor of large sporting fraternities is not a new thing with Apollo. They have been, over the last five years, one of the main sponsors of English Premier League team Manchester United. However, this is the first time that the company have signed an individual celebrity as the face of their brand.
Apollo have a strategy in-line to gain a global presence, hence the associations with these big names. Speaking on the announcement, Neeraj Kanwar, Vice Chairman & MD, Apollo Tyres, 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 the past, Tendulkar has been associated with another big tyre manufacturer – one who’s branding adorned his bat during his playing days. Since the ‘little master’ is a keen motor enthusiast, it is fitting for Apollo to acquire him as brand ambassador.
Story: Zal Cursetji
