Tennis Programme Not Just for Brand Awareness, says Apollo

In light of accusations that its programme to nurture up and coming tennis talent is little more than another means by which to promote brand awareness, Apollo Tyres has reiterated that its ‘Apollo Tyres Mission 2018’ scheme is a “programme to identify, nurture and create world-class tennis players in India who will challenge, perform and win on the world stage, with at least one becoming a Singles
Grand Slam champion by the year 2018.”

The All India Tennis Association (AITA), however, views the Apollo programme differently. According to AITA secretary Anil Khanna, the company is doing little in the name of tennis development and is instead using the programme as an opportunity to promote its own brand. In a letter to Apollo Tyres the AITA asked the company to be “transparent” and reveal how much it has to date spent on Apollo Tyres Mission 2018, a scheme the tyre maker claims to have earmarked Rs 1 billion (£11.6 million) for. Apollo says it is unable to provide details of any money so far spent.

“We are a corporate and we have set certain mission for promotion of the sport. We have kept aside Rs 1 billion for the project but it does not mean necessarily Rs 100 million every year,” Avik Chattopadhyay, head of Apollo’s corporate marketing, told the Indo-Asian News Service. “We are a public limited company and we can only reveal the details of our spending to the shareholders. We cannot show it to any third party.

“We do not have any agreement with AITA on the project and this is our own initiative. As a corporate, it is our little effort for whatever we can do for the sport. We have received letter from AITA and willing to discuss any other issues they have regarding the project,” he added.

In a press statement released September 29, Apollo further commented that “India’s sporting potential is immense and we hope to play a role in enabling India’s tennis talent to realise their abilities on the global platform. We have received support from various state and national authorities last year during the selection process. At Apollo Tyres we look forward to working with all authorities, corporates and individuals associated with the sport, once again, to make young India’s tennis dream a reality.”