CEAT Signs Multi-Year Deal with Yashasvi Jaiswal to Strengthen Cricket Connect

Partnership aligns with brand’s focus on next-generation talent and long-term sports engagement

Mumbai: CEAT Limited has announced a multi-year partnership with India’s international cricketer Yashasvi Jaiswal, effective April 1, 2026, as part of its strategy to deepen engagement with cricket and back emerging talent.

The association marks another step in CEAT’s long-standing presence in the sport, with the company positioning Jaiswal as a key ambassador aligned with its brand values of consistency, adaptability and performance.

Anant Goenka, Vice-Chairman, RPG Group, said cricket has always been central to CEAT’s brand journey and described Jaiswal as one of the most promising young players in Indian cricket. He added that the cricketer’s approach to the game reflects the company’s emphasis on reliability and control.

Jaiswal said he is excited to partner with a brand that has a strong legacy in cricket and has been associated with several leading players over the years, adding that the collaboration reflects a shared passion for the sport.

The partnership is aligned with CEAT’s broader sports marketing strategy, which focuses on building meaningful associations within cricket while strengthening brand recall through athlete endorsements, the company said in a statement.

Founded in 1924 and headquartered in Mumbai, CEAT operates in over 110 countries and produces more than 41 million tyres annually across segments including two- and three-wheelers, passenger vehicles, commercial vehicles and off-highway vehicles.

Part of the RPG Group, the company has been recognised globally for quality and innovation, including the Deming Grand Prize and the World Economic Forum’s Lighthouse designation for advanced manufacturing.

With this collaboration, CEAT aims to further consolidate its presence in cricket while supporting the next generation of players shaping the future of the sport, it added.