The Board of Control for Cricket in India (BCCI) is eyeing a new sponsorship agreement of approximately ₹450 crore after its early exit from its deal with sports-tech firm Dream11. The new agreement is being planned for the 2025–28 cycle and will span approximately 140 international matches featuring the Indian men's and women's teams.
Dream11, who had entered into a three-year sponsorship contract with the BCCI worth ₹358 crore, parted ways almost a year ahead of schedule. The development follows the coming into force of the Online Gaming Bill in Parliament, which placed stricter controls on fantasy sports and online betting firms.
The premature withdrawal has put the BCCI in a tricky situation, particularly with the Asia Cup 2025 looming on the horizon. The lack of a shirt lead sponsor has added to the problems, especially the timing of getting team jerseys printed for the much-hyped continental tournament.
Although the setback, the BCCI is hopeful of acquiring a new sponsor on better terms. Officials have confirmed that the board is asking for a valuation of ₹450 crore, which is roughly ₹3.5 crore per bilateral match and ₹1.5 crore for ICC and Asian Cricket Council (ACC) games.
The put-up amount is an upgrade to Dream11's payment but remains slightly below the amount that had been earlier negotiated from ed-tech company Byju's, which at one time paid higher for title sponsor rights.
The new agreement will include all home and away bilateral matches, and multi-nation tournaments involving India under both ICC and ACC auspices. This guarantees the highest exposure for the sponsor to view at some of the most-watched cricket action around the world.
With the Asia Cup commencement in early September, schedules are proving to be tough for the BCCI. Reports indicate that although the board wants to seal a sponsor ahead of the tournament, logistical issues might slow down the launch of a fresh brand on the Indian team jersey.
Officials, however, are optimistic about putting a finalized partnership in place ahead of the ICC Women's World Cup 2025, which begins on September 30. The World Cup gives a wider window of operations readiness, so it is a more feasible deadline for the announcement of the new sponsor.
For BCCI, the preference is not just to get maximum commercial gains but also to secure a sponsor with the potential to sustain a long-term relationship. The premature closure of back-to-back deals first with Byju's and now with Dream11 has highlighted the importance of stability in sponsorship agreements.
Industry experts believe that despite regulatory uncertainties surrounding certain sectors, the immense brand value of Indian cricket ensures that major corporates across industries will vie for the coveted front-of-jersey slot.
As the countdown to the Asia Cup continues, all eyes will be on the BCCI’s next move. A successful deal could reaffirm Indian cricket’s unmatched commercial pull, even amid changing market dynamics and regulatory shifts.
