The Board of Control for Cricket in India (BCCI) has officially invited bids for the Indian cricket team’s title sponsorship rights following the exit of fantasy sports giant Dream11. However, this time, the board has imposed strict restrictions, barring companies associated with real money gaming, betting, gambling, and cryptocurrency from participating in the process. The move aligns with recent government regulations under the Promotion and Regulation of Online Gaming Act, 2025, which has disrupted the online gaming industry in India.
Dream11’s Exit: A Major Sponsorship Shift
Dream11, along with My11Circle, had been one of the biggest contributors to Indian cricket sponsorship in recent years. Together, they injected nearly ₹1,000 crore into the BCCI through title sponsorships for both the Indian cricket team and the Indian Premier League (IPL).
However, the recently implemented Promotion and Regulation of Online Gaming Act, 2025 has fundamentally altered the landscape. The law prohibits any form of online real money gaming services, advertisements, or indirect promotions related to betting and gambling.
As a result, Dream11 shut down its real money gaming operations and consequently withdrew from its sponsorship commitments. The company had secured the rights for USD 44 million (₹358 crore) for the 2023–2026 cycle but is now exiting almost a year before the end of the contract. Importantly, the BCCI confirmed that Dream11 would not face penalties, acknowledging that the exit was caused by government regulation rather than contractual default.
BCCI’s Eligibility Rules for New Sponsors
In its official press release, the BCCI laid down clear conditions for prospective bidders:
No Engagement in Prohibited Activities
Bidders and their group companies cannot be involved in online money gaming, betting, or gambling in India or globally.
They cannot have any ownership or investment in companies providing such services.
No Connection With Barred Categories
Companies from the tobacco, alcohol, and adult entertainment industries are automatically disqualified.
Entities “likely to offend public morals,” including those linked to pornography, are prohibited.
Blocked Brand Categories Due to Existing Sponsors
The BCCI also clarified that some industries are blocked due to current sponsorship deals. These include:Athleisure and Sportswear Manufacturers (Adidas is an active sponsor)
Banks and NBFCs (IDFC First Bank is a partner)
Insurance Providers (SBI Life is on board)
Non-Alcoholic Cold Beverages (Campa Cola partnership)
Fans, Mixer Grinders, and Safety Locks
If a bidder operates in multiple categories, including any of the blocked ones, they cannot apply.
No Surrogate Branding
Surrogate branding attempts—using different names, logos, or proxy brands to bypass restrictions—are strictly prohibited.Financial Eligibility
Interested companies must demonstrate strong financial capacity:An average turnover of ₹300 crore over the last three years, or
An average net worth of at least ₹300 crore for the same period.
Timeline for the Sponsorship Bids
The BCCI has shared the timeline for the bidding process:
Last date to purchase the Invitation to Express Interest (IEOI): September 12, 2025
Final date for submission of bid documents: September 16, 2025
The board has also retained full discretion to cancel or amend the bidding process at any stage without needing to provide justification.
Why the Restrictions?
The restrictions stem directly from government policy and public interest concerns. The Promotion and Regulation of Online Gaming Act, 2025 makes it clear that:
“No person shall offer, aid, abet, induce, or engage in offering online money gaming services, nor shall they involve in any advertisement which directly or indirectly promotes such activities.”
This reflects a wider policy shift aimed at protecting consumers from the potential harms of online gambling and speculative digital assets like cryptocurrency. By aligning with these laws, the BCCI avoids potential legal complications and reputational risks.
Additionally, the decision to bar alcohol, tobacco, and adult entertainment brands aligns with ethical sponsorship practices. Cricket, being one of India’s most widely followed sports, carries immense influence, especially among young fans. The BCCI’s stance ensures that the sport’s image remains family-friendly and socially responsible.
The Bigger Picture: Sponsorship in Indian Cricket
Title sponsorships represent one of the most lucrative revenue streams for the BCCI. Over the years, top brands from tech, finance, and consumer goods have competed fiercely for the visibility that comes with being associated with Team India.
With India’s massive cricket viewership—both domestically and globally—the title sponsor gains exposure during international matches, digital broadcasts, and promotional campaigns. This makes the sponsorship one of the most high-profile marketing deals in Indian sports.
While the exclusion of real money gaming and cryptocurrency companies reduces the pool of potential bidders, it also ensures that the eventual sponsor reflects long-term stability and regulatory compliance.
Who Could Be the Next Sponsor?
With categories like gaming, alcohol, and finance restricted, the next sponsor is likely to come from technology, FMCG, e-commerce, or telecom sectors.
Potential contenders could include:
Tech giants (e.g., Apple, Samsung, or Indian IT firms)
Consumer brands (e.g., Nestlé, Hindustan Unilever)
Telecom and digital service providers (e.g., Jio, Airtel)
Automobile manufacturers with global ambitions
These industries not only meet financial requirements but also stand to benefit greatly from cricket’s unparalleled reach in India.
What’s Next for BCCI and Indian Cricket?
The BCCI’s firm approach shows that it is prioritizing compliance and brand safety over quick financial gains. While Dream11’s exit marks the end of a chapter, it also opens opportunities for diverse, global, and ethically aligned sponsors to step into Indian cricket.
The final announcement of the new title sponsor will be closely watched, as it will not only impact the branding of the Indian cricket team but also set the tone for how Indian sports sponsorship evolves under stricter government oversight.
Conclusion
The BCCI’s invitation for fresh bids after Dream11’s withdrawal signals a significant shift in the Indian cricket sponsorship landscape. By barring companies from real money gaming, betting, gambling, cryptocurrency, tobacco, alcohol, and adult entertainment, the board has placed integrity and compliance at the forefront of its commercial strategy.
With lucrative opportunities on offer and a clear regulatory framework, India’s cricket sponsorship market is set to welcome new players who align with the nation’s values and legal standards. The upcoming weeks will reveal which brand steps up to carry the prestigious title sponsorship of Team India, a partnership that symbolizes both national pride and global visibility.
