New Delhi: CEAT Limited has announced a multi-year partnership with Indian international cricketer Yashasvi Jaiswal, effective April 1, 2026. The move marks another step in CEAT’s long-standing association with cricket and its continued investment in meaningful sporting collaborations.
Yashasvi Jaiswal’s performances and composed approach to the game position him as a strong fit for the brand. His discipline, consistency, and adaptability closely align with CEAT’s core values, making the partnership a natural synergy.
The collaboration also supports CEAT’s broader sports marketing strategy, further strengthening its connection with cricket while reinforcing the brand’s value-driven positioning.
Anant Goenka, Vice-Chairman, RPG Group, said, “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.”
Commenting on the association, Yashasvi Jaiswal said, “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.”
