Radar Tyres named long-term sponsor of South African cricket

Radar Tyres, the flagship brand of Singapore-based Omni United, has been announced as a strategic multi-year partner of Cricket South Africa (CSA), becoming the Global Partner for the Proteas and Junior Proteas series across all major formats.

For Radar Tyres, this partnership represents a strategic brand-building investment in a globally followed sport with a broad international audience. Founded and headquartered in Singapore, Omni United has built Radar Tyres into an internationally recognised brand, underlining how local enterprises can evolve successfully through innovation, strong governance and a global mindset.

The brand's impressive journey from a home-grown business to an internationally recognised player reinforces Singapore's reputation for building world-class companies with global impact and the ability to compete and succeed on the international stage.

By targeting high-impact global sporting platforms, Radar continues to build brand equity worldwide while remaining committed to delivering premium-performance tyres at an accessible price.

As part of the agreement, Radar Tyres will hold main sponsorship rights for the Proteas Men's and Women's T20 International teams and will also serve as an Associate Partner for the Proteas Men's and Women's ODI and Test teams.

The partnership additionally supports the future of South African cricket, with Radar Tyres named Official Headline Partner of the Proteas Under-19 Men's and Women's teams.

The agreement also delivers extensive on-field and off-field brand visibility, including exclusive logo placement on match and training kits worn by the Proteas Men's, Proteas Women's and Under-19 teams. The Proteas Men unveiled the newly branded T20I kit during the KFC T20I series on 27 January in Paarl.

Commenting on the partnership, Mr G.S. Sareen, Founder, President and CEO of Omni United, said: “Becoming the Global Partner of the Proteas is a proud milestone for Radar Tyres and a strong validation of what a Singaporean brand can achieve on the global stage.

“From our roots in Singapore, we have built Radar Tyres into an international tyre brand, and our representation in a globally followed sport like cricket reflects both our ambition and our confidence in using sport as a powerful platform to build brand equity, strengthen dealer partnerships, enhance trust and credibility, and connect with households worldwide.

“We are delighted to support the sport of cricket, which plays a vital role in uniting communities and inspiring excellence across generations. This partnership allows us to engage with cricket fans both locally and internationally while reinforcing Radar Tyres' commitment to delivering reliable, premium-performance tyres at an accessible price point.”