CEAT leans on IPL, JioHotstar to convert three decades of cricket spend into mental availability
CEAT's CMO frames Strategic Timeouts, bat deals with Rohit Sharma and Harmanpreet Kaur, and Cricket Ratings Awards as trust-building infrastructure. Digital streaming on JioHotstar now layers targeted, lifestyle-led campaigns on top of mass TV reach—stretching a tyre brand into consumer-lifestyle territory.
What happened
CEAT's CMO outlines how long-term IPL and cricket sponsorships—Strategic Timeouts, bat deals, Cricket Ratings Awards—build trust and mental availability for the
Key facts
- nearly three decades
Why this matters
The combo of legacy sponsorship rights, athlete endorsement contracts, and streaming-layered targeting is the kind of brand moat worth scoping in any tyre or auto-adjacent M&A thesis.