BCCI seeks a new Indian cricket team sponsor, banning pornography, alcohol, crypto, and online gaming from eligibility.
India's Board of Control for Cricket (BCCI) has issued a comprehensive set of guidelines for companies that want to take over the Indian cricket team's top sponsorship rights, indicating what businesses and activities will be excluded. The disclosure comes after the relationship between BCCI and fantasy sports firm Dream11 came to an end after the Promotion and Regulation of Online Gaming Act, 2025 became law.
BCCI released an Invitation for Expression of Interest (IEOI) on Tuesday, laying out clear terms and conditions for submission and assessment of bids. Interested parties can buy the IEOI documents up to September 12, and the last date for the submission of bids is September 16. The IEOI can be purchased on payment of a non-refundable fee of ₹5 lakh along with applicable Goods and Services Tax.
"Any bidder who wants to tender a bid must buy the IEOI. But only those who meet the eligibility criteria stipulated in the IEOI shall be entitled to bid," the BCCI asserted in an official release, making it clear that buying the documents does not assure participation.
The bidders have to fulfill stringent financial and legal criteria for eligibility. Financially, every bidder has to be having an average turnover or net worth of not less than ₹300 crore in the past three years based on audited accounts.
Under the 'Fit and Proper Person' criteria, no criminal convictions, economic offenses, conflict of interest, or being declared a wilful defaulter by the Reserve Bank of India is allowed for individuals or entities. The BCCI stressed that reputation and integrity are a must for any possible bidder.
The BCCI has evidently barred entities linked to some industries from bidding. They are alcohol products, tobacco, pornography, cryptocurrency, and online money gaming or betting services, either locally in India or internationally. Entities that are indirectly involved through surrogate branding or with multiple brands that incorporate blocked categories are also excluded from submission.
"This is to ensure the credibility and moral honesty of the Indian cricket team's brand," a BCCI official said.
The title sponsorship rights were earlier enjoyed by Dream11, which inked a three-year agreement worth ₹358 crore in July 2023, as a replacement for edtech firm Byju's. Subsequent to the new online gambling law coming into force, the board was required to cancel the Dream11 association and thus issued a new call for bids.
Existing sponsors under locked categories such as athleisure, sportswear, banks, insurance, and non-alcoholic beverages remain unaffected. The IEOI process ensures that the new lead sponsor aligns with the board’s values while bringing significant financial investment to Indian cricket.
The right to cancel or modify the process of IEOI is reserved by the BCCI at any point in time without assigning a reason. The bidders have to adhere strictly with the regulations specified in the IEOI, including limitations on multiple brands' ownership, online gaming engagement, and banned products.
With cricket still being India's most viewed sport, obtaining an appropriate lead sponsor for the BCCI is significant to their revenue streams, as well as the marketing and commercial approach of the team. The board's stringent criteria indicate a move towards safeguarding the sport and its international image while also providing sustainable, credible sponsorship agreements.
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