Cricket in India is not just a sport—it’s an emotion that binds millions of people together. Every sponsorship deal related to the Indian cricket team becomes a matter of national attention, and the latest development has once again created headlines. The Board of Control for Cricket in India (BCCI) has officially invited bids for the title sponsorship of the Indian cricket team, following the sudden exit of fantasy sports giant Dream11.
This decision has opened a fresh chapter in the world of cricket sponsorships. With strict new rules in place, not every brand will be eligible to participate in the bidding process. Let’s dive deeper into why this development is significant, what rules have been laid down, and how it will shape the future of Indian cricket sponsorship.
Why Did Dream11 Exit?
Dream11, one of the most popular fantasy sports platforms, had earlier secured the title sponsorship of the Indian cricket team in a multi-crore deal. However, in 2025, the Indian government introduced the Promotion and Regulation of Online Gaming Act. This law completely banned “real money gaming” and prohibited advertisements related to such platforms.
As Dream11’s core business model was based on fantasy gaming involving money, the company had no option but to pull out of the sponsorship agreement. While the contract was originally set to last until 2026, the sudden regulatory changes forced an early exit.
Interestingly, BCCI clarified that Dream11 would not face any penalties, as the exit was caused by a change in law—a factor beyond the company’s control.
BCCI’s New Sponsorship Invitation
With Dream11 stepping down, the BCCI immediately rolled out an Invitation for Expression of Interest (IEOI) for new sponsors. The cricket board has laid down very clear rules this time, ensuring only reputed and compliant brands get a chance.
Key Dates to Remember:
- IEOI Issued On: September 2, 2025
- Last Date to Purchase IEOI: September 12, 2025
- Last Date for Submission: September 16, 2025
This tight timeline shows that the board is in a hurry to finalize a new sponsor, especially with upcoming tournaments such as the Asia Cup and the Women’s World Cup around the corner.
Who Can Bid?
Not every company is eligible. The BCCI has set strict guidelines to ensure the title sponsor represents the right values and complies with Indian law.
Prohibited Categories:
- Real Money Gaming & Gambling Companies
- Any platform offering online money games, betting, or gambling services is strictly prohibited.
- Even indirect associations or investments in such businesses will lead to disqualification.
- Cryptocurrency Companies
- Firms involved in cryptocurrency, tokens, or blockchain-based financial products are not allowed.
- Tobacco, Alcohol, and Adult Content
- To protect public morality, companies from tobacco, alcohol, or adult content industries cannot participate.
- Blocked Brand Categories
- Some categories are already occupied by existing BCCI sponsors. These include:
- Sportswear & Athleisure Brands
- Non-Alcoholic Beverages
- Banks and Financial Services
- Insurance
- Household Appliances (like mixers and fans)
- Some categories are already occupied by existing BCCI sponsors. These include:
This means companies in these sectors will not be eligible, ensuring no conflict with current partnerships.
Surrogate Branding Ban
The BCCI has also highlighted a major rule—no surrogate branding. This means companies cannot try to enter the bidding process indirectly through sister concerns, alternative names, or different logos. The move aims to maintain complete transparency and accountability.
Financial Requirements for Bidders
To ensure only serious contenders step forward, the BCCI has set high financial eligibility criteria:
- Average Turnover: Minimum ₹300 crore over the last three years, OR
- Net Worth: Minimum ₹300 crore over the last three years.
This automatically eliminates smaller businesses and startups, making way for established and financially stable corporations.
Why This Sponsorship Is So Valuable
Becoming the title sponsor of Team India is one of the most prestigious marketing opportunities in the country. The Indian cricket team is watched by millions across the globe, whether it’s a bilateral series, ICC event, or league tournament.
For any brand, having its logo on the national team’s jersey offers:
- Unmatched Visibility – Every match, every photo, and every highlight carries the sponsor’s name.
- Global Reach – With the Indian diaspora spread worldwide, the exposure is not limited to India.
- Brand Credibility – Associating with Indian cricket adds immense trust and recognition value.
- Emotional Connection – Fans often develop loyalty toward brands associated with the team.
How Much Money Is Involved?
The previous deal with Dream11 was worth nearly ₹358 crore for three years. In addition, Dream11 and My11Circle together invested around ₹1,000 crore in cricket sponsorships.
The new deal is expected to be of similar or even higher value, considering India’s cricket viewership continues to grow. Estimates suggest the BCCI could generate around ₹450–500 crore over the next sponsorship cycle.
Broader Impact on Indian Sports Sponsorship
This development highlights how government regulations can directly influence sports sponsorships. The exit of a major brand like Dream11 shows that companies must now carefully evaluate legal risks before entering into multi-crore agreements.
For the BCCI, this is also a reminder to diversify its sponsorship pool and not rely heavily on sectors that are prone to sudden regulatory changes.
What Kind of Brands Might Step In?
With categories like gaming, crypto, alcohol, and tobacco out of the race, experts believe the following industries could emerge as frontrunners:
- Technology & IT Services
- Telecom & Internet Companies
- FMCG & Consumer Goods
- Automobiles & Electric Vehicle Brands
- Healthcare & Wellness Products
- Digital Payment Platforms
These sectors have both the financial muscle and the brand alignment needed to be associated with Indian cricket.
Future of Cricket Sponsorship in India
The new rules show a clear shift in how sponsorships will be handled in the future:
- More Transparency – Strict bans on surrogate branding will reduce misuse.
- Higher Standards – Only reputed, financially strong companies can bid.
- Government Alignment – Every deal will now be checked against regulatory frameworks.
- Balanced Sponsorship Portfolios – The BCCI will likely spread sponsorships across multiple industries to minimize risks.
The exit of Dream11 has created a vacuum, but it also opens up a historic opportunity for new brands. Sponsoring the Indian cricket team is not just a marketing exercise—it is a cultural investment that connects a brand with the heartbeat of a billion fans.
With the bid submission deadline set for September 16, 2025, the next few days will be crucial. Whoever steps into the role of Team India’s title sponsor will not only enjoy unmatched visibility but also carry the responsibility of being part of cricket’s most passionate story.
The stage is set, the rules are clear, and the spotlight is brighter than ever. The big question is: Which brand will rise to the occasion and put its name on the jersey of Team India?
