Image Source: Nagaland Post
The Board of Control for Cricket in India (BCCI) has officially invited bids for Team India’s sponsorship rights, following the early exit of Dream11 from its contract. This move comes in the wake of sweeping regulatory changes under the Promotion and Regulation of Online Gaming Act 2025, which has reshaped the sponsorship landscape by disqualifying several high-profile sectors.
Key developments
- Bidding process launched on September 2, 2025
- Last date to purchase the Invitation for Expression of Interest (IEOI): September 12
- Final bid submission deadline: September 16
- Non-refundable registration fee: ₹5 lakh plus applicable GST
Why Dream11 stepped away
- Dream11 and My11Circle had contributed nearly ₹1,000 crore to BCCI through sponsorships
- The new law prohibits real money gaming services, prompting Dream11 to shut down operations
- Dream11 exited the contract with nearly a year remaining
- BCCI is unlikely to penalize the company, recognizing the legal constraints
Who’s not allowed to bid
BCCI has barred companies from the following sectors:
- Online money gaming, betting, or gambling
- Cryptocurrency exchanges or tokens
- Alcohol and tobacco
- Pornographic or morally offensive content
These restrictions apply globally and extend to group companies and affiliates. Surrogate branding is also prohibited.
Blocked categories due to existing deals
Certain sectors are off-limits due to current BCCI partnerships:
- Athleisure and sportswear (Adidas)
- Banking and NBFCs (IDFC First Bank)
- Non-alcoholic beverages (Campa Cola)
- Insurance (SBI Life)
- Consumer appliances
Companies operating in multiple categories, even if one is blocked or prohibited, are disqualified.
Financial eligibility
To qualify, bidders must meet one of the following:
- Average turnover of ₹300 crore over the last three audited financial years
- Average net worth of ₹300 crore over the same period
Only reputable entities with clean compliance records will be considered.
Impact on sponsorship landscape
- The exclusion of crypto and gaming firms marks a major shift in India’s sports marketing
- These sectors had previously leveraged cricket’s massive reach for brand visibility
- BCCI’s move aligns with broader efforts to promote ethical advertising and public interest
- Other sports bodies may follow suit, reshaping sponsorship norms across Indian leagues
What’s next for Team India’s jersey
- With the Asia Cup 2025 starting September 9, Team India may play without a sponsor logo
- The new sponsor will gain branding rights across both men’s and women’s national teams
- The deal is expected to be one of the most lucrative in Indian sports
As the bidding window opens, the spotlight is on which brand will step in to fill the void left by Dream11. BCCI’s firm stance on compliance and ethical advertising sets a new benchmark for sports sponsorship in India.
Sources: MSN, Financial Express, India TV News, Mashable India, The Hindu, Hindustan Times
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