CEAT has announced a multi-year partnership with Indian cricketer Yashasvi Jaiswal, effective 1 April 2026. 

The association marks another significant step in the company’s long-standing engagement with cricket and its focus on meaningful associations within the sport. 

According to the brand, Jaiswal’s performances and composed approach to the game make him a strong fit for CEAT. His discipline, consistency and adaptability resonate with the values that the brand stands for, making this partnership a natural alignment.  

The partnership also aligns with CEAT’s larger sports marketing strategy, further strengthening its connection with cricket while building on the values that the brand stands for. 

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.”

With this partnership, the tyre brand continues to deepen its association with cricket and back the next generation of talent that will shape the future of the sport.