Apparatus and a method for pre-cure application of an antenna assembly to a tire comprises the method steps: forming within a rigid core defining an interior surface of the tire a core recess complementarily configured to the antenna assembly; positioning the antenna assembly within the core recess; building an uncured carcass of the tire around the rigid core entrapping the antenna assembly within the core recess; cross-bonding the antenna assembly to the inner surface of the tire during a cure cycle; and removing the cured tire and assembly from the rigid core.