JK Tyre & Industries Ltd, one of India's largest tyre manufacturers, has announced its partnership as co-presenting sponsor of the Men's Asia Cup 2025, as the cricket tournament begins its three-week run across venues in the United Arab Emirates.
The sponsorship deal with Sony Sports Network covers the Twenty20 International tournament running from September 9 to 28 across Dubai and Abu Dhabi, marking JK Tyre's expansion from its traditional motorsport sponsorship into cricket broadcasting.
The partnership positions JK Tyre to reach cricket audiences across India and Asia during prime-time broadcasts of the 19-match tournament, which features eight national teams competing for the continental title.
"At JK Tyre, we have always believed in the power of sport to unite, inspire, and drive passion. Having nurtured motorsport for over three decades, we are excited to bring the same spirit to cricket, a game that binds millions of fans across Asia," said Srinivasu Allaphan, Director-Sales & Marketing at JK Tyre & Industries Ltd.
"Our association with the Men's Asia Cup 2025 is a strategic step in strengthening our brand visibility across India and Asia and reinforcing our positioning as 'Desh Ka Tyre,' a brand that reflects the aspirations and passions of today's India."
JK Tyre, which has built its sporting credentials through decades of involvement in motorsport, is leveraging cricket's popularity to strengthen its market position across Asia's emerging economies.
The Asia Cup represents one of cricket's premier regional tournaments, with the current edition featuring teams including India, Pakistan, Sri Lanka, Bangladesh and Afghanistan amongst others. The tournament serves as preparation for next year's T20 World Cup.
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