The Board of Control for Cricket in India (BCCI) has increased sponsorship rates for Team India’s jerseys following the exit of former partner Dream11. The move comes after the fantasy sports platform ended its contract in response to India’s new online gaming regulations.
Why the Sponsorship Price Was Raised
The BCCI Increases Team India Sponsorship Price announcement was issued after Dream11 ended its three-year sponsorship agreement, valued at ₹358 crore, well before its scheduled 2026 expiry. The decision followed the Promotion and Regulation of Online Gaming Act, 2025, which placed restrictions on sponsorships linked to online betting and fantasy gaming.
According to a statement reported by Reuters, the BCCI has now invited new bids, setting a higher reserve price to reflect the commercial strength of Indian cricket.
New Sponsorship Rates
The revised sponsorship structure sets higher costs for companies seeking front-of-jersey placement:
- Bilateral matches: ₹3.5 crore per game, up from approximately ₹3.17 crore earlier.
- Multilateral tournaments (ICC and ACC events): ₹1.5 crore per game, compared to the previous ₹1.12 crore.
This represents an increase of more than 10 percent for bilateral fixtures and about 3 percent for multilateral tournaments, according to figures published by the Hindustan Times and NDTV.
Timing and Market Impact
The BCCI’s bidding window closes on September 16, 2025. However, with the Asia Cup beginning on September 9, the national team is likely to compete without a front-of-shirt sponsor for the tournament.
Industry analysts told The Economic Times that the higher pricing could generate more than ₹400 crore over a three-year cycle. Some estimates suggest revenues could reach ₹452 crore, marking a 20 percent increase compared to the Dream11 deal.
Reactions from Officials and Analysts
A senior BCCI official, speaking on condition of anonymity to The Times of India, said the revised rates were justified given cricket’s unmatched audience reach in India.
“The Indian team’s brand value is unrivalled in world cricket, and the revised rates reflect that reality,” the official said.
Sports marketing experts have noted that while the higher prices may narrow the pool of eligible sponsors, major Indian conglomerates and global brands remain likely bidders.
Context: The Dream11 Exit
Dream11’s withdrawal highlights the broader implications of India’s gaming regulations. The new law bans betting-linked firms from sponsoring national sports teams, part of a wider effort to regulate online gaming and consumer protection.
The exit also underscores how regulatory shifts can disrupt multi-crore sponsorship deals in the sports sector. Analysts suggest that while the gaming industry has been restricted, the vacuum creates opportunities for technology, consumer goods, and financial services companies to enter cricket sponsorship.
EPFO 3.0 Update: These New Game-Changing Services Will Be Available for All Members
Outlook
With global cricket tournaments and bilateral series scheduled over the next three years, the BCCI is positioning to maximise revenue through higher sponsorship rates. Analysts believe that despite the stricter regulations on gaming firms, India’s cricket market remains the most lucrative in the world.
Whether the higher reserve price will attract multiple bidders or limit competition remains uncertain, but experts agree that the Indian jersey will remain one of the most valuable assets in international sport.
