Canva, the Australia-based design platform, surprised many by entering India’s cricket sponsorship race. When the Board of Control for Cricket in India (BCCI) awarded the lead jersey sponsorship to Apollo Tyres for ₹579 crore, Canva had been the second-highest bidder with a close offer of ₹554.48 crore and ₹4.28 crore per game.

Why did Canva bid? India is already its fourth largest market by user base, and co-founder Cameron Adams believes it could soon become the largest. During his India visit earlier this year, he emphasized the company’s strategy to “deepen commitment” by building locally tailored tools and experiences.

While Apollo Tyres won the rights, Canva’s move reflects the growing importance of India’s digital economy and cricket’s unparalleled influence here. With over a billion fans, cricket sponsorship offers unmatched brand visibility-making it a logical step for a company targeting long-term dominance in India.

Even without clinching the deal, Canva has made its intentions clear: it’s not just designing logos and presentations anymore; it’s designing a presence in India’s cultural heartbeat.