Birla Tyres Partners With DP World Asia Cup 2025 To Boost Brand Reach Across Asia
Kolkata, India – September 10, 2025 — Birla Tyres, one of the biggest pan-India names in OTR and heavy vehicle tyres, is now an official cricketing partner. Stepping into the 22-yard, they are now the official tyre partner of the DP World Asia Cup 2025.
This partnership marks the beginning of a pan-Asian exposure for the brand. The sponsorship deal is a great opportunity to uphold brand values like performance, endurance, and dependability with Cricket’s spirit.
The DP World Asia Cup 2025, held in the UAE from 9th to 28th Sept, is turning out to be one of the biggest cricketing spectacles of the year. The rivalry features the five biggest Asian teams — India, Pakistan, Bangladesh, Afghanistan, and Sri Lanka — as well as three of the ICC’s Associate nations: the UAE, Oman, and Hong Kong.
There was adequate buzz around Nepal; however, the emerging cricketing nation finished fourth in the qualifiers, with the top 3 getting a chance to participate in the main tournament.
To double the thrill, ACC announced that the Asia Cup would be in the T20 format this year. For India, there are two bonus factors. They are starting as defending champions.
Hence, the high-octane support wave around the Indian team would be there. Secondly, Birla Tyres, one of India’s biggest names in OTR and heavy vehicle tyres, joins the buzz as the tournament’s official tyre partner.
Why Is Birla Tyres Into Cricket?
The official tyre partnership is more than a mere sponsorship. The strategic alignment of the brand with the tournament will position Birla Tyres into an advanced growth cycle. After the confirmation of the sponsorship deal, Mr. Anurag Choudhary, CEO of Himadri Specialty Chemical Ltd, the owner of Birla Tyres, said:
“Cricket is more than a sport; it is an emotion that unites millions of people.”
Excited about this first-of-its-kind deal, Dr. Chandra Narain Maheswari, CEO of Dalmia Refractories, a primary stakeholder in Birla Tyres, said:
“…..We look forward to deepening our bond with cricket fans across the globe while highlighting our brand’s values of resilience, trust, and performance.”
Increasing Brand Reach Across Borders
The DP World Asia Cup presents a unique opportunity for Birla to expand its brand reach across South Asia and the Middle East. With over 100 million viewership for marquee matches like India vs. Pakistan on 14th September, and an average expectation of 75 million viewers per game, the Asia Cup offers unmatched projection to every title sponsor.
According to the founders, Birla Tyres will look to leverage this opportunity through:
- On-stadium branding at Dubai Intl. Stadium & The Zayed Cricket Stadium
- Running digital campaigns across social media, print media, and OTT
- Broadcast mentions by anchors, experts, and all channel partners
- Influencer collaborators of the tournament
This multi-channel promotional strategy will help in reinforcing the brand name of Birla Tyres. Anurag Ch’ry is hopeful that Birla Tyres will get a new brand identity and a scope to penetrate the Asian tyre market.
Established in 1991, Birla Tyres has a pan Indian reputation for manufacturing durable and versatile OTR, bias, and other heavy-duty tyres. Under the new owners, Himadri Speciality Chemicals Ltd and Dalmia Refractories, Birla Tyres is going through a transformational journey. The current aim of the company is global expansion with the help of innovative products like:
- Truck and Bus Bias tyres like Ultra Miler and Ultra Drive Platina.
- Off-the-road tyres used in mining and construction vehicles
- Agricultural tyres, having deep lugs for better traction
- Radial and cross ply tyres, made for higher load stability and better fuel efficiency
Sports Sponsorship: A Growth Catalyst?
The penetration into sports sponsorship is a strategic move to position Birla Tyres alongside other global brands that sponsor the event. This Asia Cup venture will ensure higher consumer engagement through campaigns based on cricket and drive the sales of radial and commercial tyres. Most importantly, it will provide higher brand recall in the international market.
A Global Journey Entails
As the DP World Asia Cup 2025 rolls over, Birla Tyres will cherish the insurmountable brand exposure across millions of screens and stadiums. With every catch, boundary of 6 hit, Birla Tyres will attempt to reinforce their messages:
- Performance under pressure
- Endurance across terrains, and
- Reliability in motion
From rugged grounds to the cricket pitch, Birla Tyres is gradually catching the spotlight, and this is just the beginning!
Media Contact Info:
- Corporate Communications Centre,
- Birla Tyres.
- Email: media@birlatyres.com
- Website: birlatyre.com
