Apollo Tyres has confirmed the renewal of its commercial partnership with Manchester United for an additional three years, extending a collaboration that began in 2013 to a total of 15 years.
The extended agreement was announced shortly after three United players, Andre Onana, Diogo Dalot, and Harry Maguire, visited Mumbai for the 'United We Play' grassroots initiative, organised by Apollo Tyres. The event marked the fifth season of the programme, aimed at promoting football development in India.
Apollo Tyres stated that the renewed partnership continues to offer significant brand value through its association with one of the world’s most recognisable football clubs. The company cites increased global visibility and enhanced consumer trust as key benefits.
Manchester United’s CEO, Omar Berrada, described Apollo Tyres as a "valued and long-standing" partner, noting that the companies have collaborated on both international marketing campaigns and local community initiatives, including youth development and sustainability.
Neeraj Kanwar, vice-chairman and managing director of Apollo Tyres, highlighted plans to leverage the partnership for deeper fan engagement and to strengthen Apollo's brand presence in key markets through both digital and on-the-ground efforts.
The ongoing collaboration will continue to support Apollo’s grassroots programmes, particularly across Asia, while reinforcing its alignment with sport-driven brand positioning. The company aims to further connect with Manchester United’s global fan base through a mix of digital campaigns and community-led initiatives.
The Apollo-Manchester United partnership illustrates how tyre brands are investing beyond traditional advertising, focusing instead on grassroots sports and digital community engagement. For Apollo Tyres, this sustained relationship enhances brand positioning in emerging markets and underscores a strategic shift towards experiential marketing. Partnerships of this nature reflect a broader trend in the tyre sector, where long-term visibility and consumer trust are being built through sport, sustainability, and youth development.
Tagged with: Apollo Tyres, Manchester United, brand partnership, grassroots football, tyre marketing, global sports sponsorship, football sponsorship, tyre brand visibility
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