Maccabi Tel Aviv's basketball club has a new partner off the court: the club announced a fresh sponsorship agreement with Zoho, the Indian software giant, that will run for three seasons through the end of 2028/29.
Zoho is a privately held technology company headquartered in Chennai, India, that builds more than 60 business applications used by over 150 million people worldwide, and employs more than 19,000 staff. The deal marks the company's entry into Israeli sports sponsorship as it builds out its presence in the local market.
The tie-up lands soon after Zoho opened its first Israeli office, in Tel Aviv, following a year of double-digit growth for the company in the country. Separate reporting on the office opening put 2024 growth in Israel at 24%, part of the rationale the company has given for investing directly in the market rather than working through it remotely.
Under the agreement, Zoho's branding will appear on court-side signage at Maccabi's home games — including on the free-throw circle — as well as on the team bus and on the big screen at the club's arena, giving the company recurring visibility across the season.
Club chairman Shimon Mizrahi welcomed the partnership, calling it "a major honor" and describing the pairing with Zoho as "a winning combination."
Tomer Guzlan, Zoho's Israel operations manager, said the company was "proud to stand alongside Maccabi Tel Aviv, a club embodying our values — uncompromising excellence, professionalism and innovation with purpose."
Basketball club CEO Avi Ben Tal and VP of marketing and sales Doron Jamchi — himself a former Maccabi playing great — both framed the deal as part of a broader strategy of aligning with major global brands; Jamchi called it "a connection between two brands believing in innovation, excellence and continuous growth."
Neither side disclosed the financial terms of the agreement. It adds to a sponsorship portfolio at Maccabi that already includes Rapyd as the club's main shirt sponsor under a seven-year deal signed in 2023, reflecting the growing commercial weight of Israel's most decorated basketball institution.
