Birla Tyres has announced its role as the Official Tyre Partner for the DP World Asia Cup 2025, on Tuesday. The 2025 Asia Cup kicks off today in the UAE, with the continent’s top teams clashing in the T20I format.

“Becoming the Official Tyre Partner of the DP World Asia Cup 2025 is a proud moment for all of us at Birla Tyres. Cricket is more than a sport; it is an emotion that unites millions of people,” said Anurag Choudhary, CMD & CEO of Himadri Speciality Chemical Ltd, in a statement.

The company states that this partnership highlights the brand’s vision to align with the spirit of cricket, as this ‘underscores the company’s commitment to performance, reliability, and endurance.’

“Through this partnership, we look forward to deepening our bond with cricket fans across the globe while highlighting our brand’s values of resilience, trust, and performance,” Dr. Chandra Narain Maheswari, Whole Time Director & CEO of Dalmia Bharat Refractories Ltd said in a statement.

Birla Tyres aims to strengthen its domestic and global presence, and with this partnership, the brand intends to boost its visibility for international markets across the Asian continent.

This announcement comes months after the company unveiled its new brand identity in April in a bid to improve its market positioning.

Under the new promoters including Himadri Speciality Chemical Ltd and Dalmia Bharat, the brand is eyeing to reposition itself in the tyre market, by such partnerships and offering high-performance solutions for the mobility and automotive sectors, while catering both domestic and international markets.

The company had been acquired following a corporate insolvency filing by the consortium, including Himadri Speciality Chemicals and Dalmia Bharat, in 2023.

The first match to be played today in Abu Dhabi is going to be between Afghanistan and Hong Kong. The match is going to be livestreamed in India from 8:00 PM.

Initially planned to begin much earlier, the matches timings were revised to 6:30 PM (Gulf Standard Time) to beat the intense September heat in the UAE and enhance the viewing experience for fans across South Asia.

Running from September 9 to 28 across Dubai and Abu Dhabi, the tournament features eight teams in 19 T20 matches. The teams are divided into two groups with Group A including India, Pakistan, UAE, Oman, and Group B including Sri Lanka, Bangladesh, Afghanistan, Hong Kong.

Lately, the Asia Cup had grabbed headlines due to India’s participation, particularly their high-stakes clash against Pakistan, following the Pahalgam terror attack.