Tyre Maker CEAT Seals Yashasvi Jaiswal Endorsement

Tyre maker CEAT has struck a multi-year endorsement deal with emerging Indian cricketer Yashasvi Jaiswal. 

According to the press release, the 24-year-old batsman’s consistency, discipline, and adaptability replicate the values that CEAT represents.

Anant Goenka, Vice-Chairman, RPG Group, stated, “Cricket has always been an integral part of CEAT’s brand journey, and we are delighted to welcome Yashasvi Jaiswal to the CEAT family. He is one of the most exciting young talents in Indian cricket today, and the qualities he brings to the game – control, dependability and adaptability – align strongly with the values we stand for as a brand. We believe Yashasvi has the potential to lead across tournaments and formats in the years ahead, and we look forward to a strong and enduring partnership with him.”

Yashasvi Jaiswal, added, “I am excited to begin this association with CEAT, a brand that has such a strong legacy in cricket and has been associated with several respected names in the game over the years. It is always special to partner with a brand that shares your passion for cricket, and I look forward to this journey together.”

According to ASN data, CEAT (5.3%, ~US$7.9m) is the 8^th largest spender in the Asian sponsorship landscape since Q323, with a quarterly average investment of US$655k during this period. However, spends have been muted since Q125. Much of the investment has been focused on cricket including endorsements and partnerships with the IPL and WPL.