BCCI looks for new jersey sponsor to take guard at the crease

The Board of Control for Cricket in India (BCCI) has invited expressions of interest (EoI) for the national cricket team's lead sponsor rights after Dream11 exited its ₹358-crore jersey sponsorship deal. The move comes at a time when the advertising market is soft, and companies are cautious about committing to large sponsorship assets.

Dream11 ended its association after the government's Promotion and Regulation of Online Gaming Act, 2025, banned money-based gaming, making the sponsorship untenable. The Act said "no person shall offer any, aid, abet, induce, indulge, engage in offering online money gaming services nor shall involve in any advertisement which directly or indirectly promotes online money game."

BCCI issued the EoI on September 2. The last date to purchase bid documents is September 12 and submissions close on September 16. Interested bidders must pay a non-refundable fee of ₹5 lakh plus GST (₹5.9 lakh in total) or $5,675 for overseas applicants.

Eligibility criteria include an average turnover or net worth of at least ₹300 crore over the past three years and compliance with BCCI's "fit and proper" rules.

Firms connected to betting, gambling, cryptocurrency, or money gaming are barred from the process. Categories such as banks, insurance, non-alcoholic beverages, sportswear and some consumer appliances are also excluded due to existing partnerships.

Dream11's exit has left the team without a lead sponsor ahead of the Asia Cup starting September 9. Following Dream11's exit, BCCI had engaged directly with potential sponsors but opted for an EoI after those discussions did not progress. The BCCI was eyeing around ₹452 crore for 2025-28 comprising 140 matches.