Radar Tyres has announced a strategic multi-year partnership with Cricket South Africa (CSA), positioning itself as the Global Partner for the Proteas and Junior Proteas across all major cricket formats.
Under the agreement, Radar Tyres will hold headline sponsorship rights for both the Proteas Men's and Women's T20 International teams. The brand will also serve as an Associate Partner for the Proteas Men's and Women's ODI and Test teams. Extending its commitment to grassroots development, Radar Tyres has been named Official Headline Partner of the Proteas Under-19 Men's and Women's teams.
The partnership delivers comprehensive on-field and off-field brand visibility, including exclusive logo placement on match and training kits worn by the Proteas Men's, Proteas Women's, and Under-19 teams.
The newly branded T20I kit for the Proteas Men made its debut during the KFC T20I series on 27 January in Paarl, South Africa.
For Radar Tyres, the partnership represents a strategic brand-building investment in a sport with a substantial global audience. With an expanding presence across international markets, Radar continues to utilise high-impact platforms to strengthen brand equity whilst maintaining its focus on delivering premium-performance tyres at accessible prices.
Mr G.S. Sareen, Founder, President and CEO of Omni United, said: "Becoming the Global Partner of the Proteas marks a significant milestone in Radar Tyres' global brand journey and reflects our belief in sport as a powerful platform to build brand equity, strengthen dealer support, enhance trust and credibility, and connect with households worldwide.
"We are grateful to Cricket South Africa for their partnership and are proud to support the sport of cricket, which plays an important role in uniting communities and inspiring excellence across generations. Through this partnership, we can engage with cricket fans both locally and globally, whilst reinforcing Radar Tyres' position as a reliable, performance-driven brand committed to delivering premium-performance tyres at an accessible price point."
CSA Chief Executive Officer Pholetsi Moseki commented: "CSA is extremely proud to partner with Radar Tyres, an organisation that shares our values and commitment to excellence. This partnership is a significant milestone, securing support not only for our senior teams but for our junior teams as well.
"This partnership reflects our deliberate approach to working with like-minded organisations, guided by a long-term vision of developing the game, supporting our players, and delivering memorable experiences for fans. Radar Tyres' support also reinforces CSA's commitment to excellence and inclusion, strengthening our ability to drive high performance across all levels."
The partnership underscores Radar Tyres' growing investment in international sports sponsorship as part of its global expansion strategy.
Tagged with: Radar Tyres, Cricket South Africa, Proteas sponsorship, sports sponsorship, Omni United, T20I series, Junior Proteas, dealer programme, brand visibility, EV-compatible tyres
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