CEAT signs Yashasvi Jaiswal for long-term brand partnership

CEAT has onboarded Yashasvi Jaiswal as part of a multi-year partnership commencing April 1, 2026, further strengthening its long-standing association with cricket.

The collaboration builds on CEAT’s continued focus on the sport and expands its portfolio of athlete partnerships. Jaiswal’s recent performances on the international stage and his growing prominence in Indian cricket have played a key role in shaping this association, aligning with the brand’s broader sports marketing approach.

Anant Goenka, vice-chairman, RPG Group, said cricket has always been central to CEAT’s brand journey, adding that Jaiswal’s qualities—control, dependability and adaptability—resonate strongly with the company’s values. He also expressed confidence in the young cricketer’s potential to lead across formats and tournaments in the coming years.

Speaking on the partnership, Yashasvi Jaiswal said he is excited to be associated with a brand that has a strong legacy in cricket and longstanding ties with some of the game’s most respected names. He added that partnering with a brand that shares his passion for the sport makes the collaboration especially meaningful.

The move underscores CEAT’s continued emphasis on athlete-led partnerships within cricket as a key pillar of its marketing strategy.