Radar Tyres' Strategic Pitch: A New Drive for Cricket South Africa

SINGAPORE – January 29, 2026

In a landmark move that bridges the worlds of high-performance automotive products and international sport, Singapore-based Radar Tyres has signed a strategic multi-year partnership with Cricket South Africa (CSA). The deal positions the global tyre brand as the Global Partner for the Proteas, South Africa's national cricket teams, across all formats, signaling a significant investment in one of the world's most-followed sports.

The agreement, announced today, is comprehensive. Radar Tyres will become the Headline sponsor for the Proteas Men's and Women's T20 International teams and a key Associate Partner for the ODI and Test squads. Crucially, the partnership extends deep into the sport's grassroots, with the brand also taking on Headline partnership for the Proteas Under-19 Men's and Women's teams. The newly branded T20I kit was dramatically unveiled on January 27th with a 100-foot jersey reveal at Boland Park in Paarl, offering a first glimpse of the on-field branding that will soon become familiar to millions of fans.

The Global Pitch: A New Drive for Brand Expansion

For Radar Tyres, the flagship brand of Omni United, this partnership is far more than a simple logo placement; it's a calculated play in a global marketing strategy. Operating in over 80 countries, the brand has built its identity on delivering premium-performance tyres at accessible prices. This move into top-tier cricket provides a powerful platform to amplify that message on a global scale.

"Becoming the Global Partner of the Proteas marks a significant milestone in Radar Tyres' global brand journey," said G.S. Sareen, President and CEO of Omni United. He emphasized the company's "belief in sport as a powerful platform to build brand equity, strengthen dealer support, enhance trust and credibility, and connect with households worldwide."

This strategy aligns with a growing trend of non-endemic brands leveraging the emotional connection and vast audiences of sports. By associating with the performance, endurance, and teamwork inherent in cricket, Radar Tyres aims to reinforce its own brand attributes. The "One Team. One Drive." campaign slogan for the partnership encapsulates this synergy, linking the collective effort of a cricket team to the reliability of the company's products. The global reach of cricket, particularly in key Commonwealth markets, offers an efficient vehicle for Omni United to deepen its market penetration and bolster its network of elite dealers.

A Financial Lifeline and A Bet on the Future

For Cricket South Africa, the arrival of a new Global Partner on a multi-year basis provides a significant boost in stability and resources. The organization has navigated a turbulent financial period over the past decade. After enduring cumulative losses of R317 million across the 2021-22 and 2022-23 seasons, CSA recently reported a substantial net profit, largely buoyed by broadcast rights from major tours. However, the memory of losing major sponsors like Standard Bank and Momentum around 2020 due to administrative instability lingers.

This partnership is a powerful vote of confidence in the current leadership and direction of CSA. Pholetsi Moseki, Chief Executive Officer of CSA, described the deal as a reflection of the organization's "deliberate approach to working with like-minded organisations, guided by a long-term vision." He added, "CSA is extremely proud to partner with Radar Tyres, an organisation that shares our values and commitment to excellence."

The multi-year nature of the agreement provides CSA with the financial predictability needed to execute long-term strategies, not just for its elite teams but for the entire cricketing ecosystem in the country. It signals a renewed trust from the corporate world, helping CSA rebuild a commercial portfolio that is vital for the sport's health and growth in a competitive entertainment landscape.

Paving the Way for Youth Development

Perhaps the most impactful element of this partnership is the dedicated focus on youth cricket. By signing on as the Headline Partner for both the men's and women's Under-19 teams, Radar Tyres is directly investing in the future of South African cricket. This commitment goes beyond the glamour of the senior international stage and addresses a critical need for sustainable talent development.

"This partnership is a significant milestone, securing support not only for our senior teams but for our junior teams as well," Moseki stated, highlighting the importance of this grassroots investment.

This funding will help bolster CSA's extensive development framework, which includes a network of 70 cricket Hubs in townships and rural areas. These Hubs, part of the Regional Performance Centre (RPC) program, provide coaching, equipment, and facilities to over 6,000 aspiring young cricketers who might otherwise lack access. The support from partners like Radar Tyres is essential for the functioning of this pipeline, which identifies and nurtures talent from disadvantaged communities, ensuring that the Proteas of tomorrow represent the full breadth of South African society. This investment reinforces CSA's stated goals of "access, excellence and inclusion," providing tangible resources to turn those goals into reality.

The Tyre Track on the Sports Field

Radar Tyres' major cricket sponsorship places it firmly within a well-established tradition of tyre manufacturers leveraging global sports. The tyre industry was estimated to spend over $400 million on sports sponsorships in 2022, with brands using the high-octane world of sport to showcase their products' performance and durability.

While motorsports remain the most natural fit, with Goodyear's deal with NASCAR and Pirelli's exclusive partnership with Formula 1 being prime examples, other sports have proven to be fertile ground. Brands like Continental (Major League Soccer), Hankook (Europa League), and Yokohama (formerly with Chelsea FC) have all used major sporting platforms to build global brand awareness.

By choosing cricket, Radar Tyres targets a different but equally massive and passionate audience. The partnership allows the brand to speak directly to consumers in key markets across Asia, Africa, and Australasia. It is a strategic decision that acknowledges the changing landscape of global media and marketing, where connecting with a community through shared passion can be more effective than traditional advertising. This deal is not just about gaining visibility; it is about embedding the brand into the cultural fabric of a sport that captivates nations, driving brand loyalty one match at a time.