BCCI Invites Bids for Team India Sponsorship Following Dream11 Withdrawal

The title sponsorship of the Indian cricket team is up for grabs again, as the Board of Control for Cricket in India invited bids formally for the title sponsorship rights. This followed soon after fantasy sports giant Dream11 withdrew from its position as the team sponsor. The withdrawal has created a huge void and now the BCCI is looking for a new sponsor to replace the outgoing sponsor. But the board has very clearly stated that not all businesses can enter this race. According to government regulations companies engaged in real money gaming cryptocurrency tobacco alcohol and such banned sectors will not be able to enter.

The withdrawal of Dream11 was unexpected to most cricket enthusiasts and business analysts since the firm had recently acquired the sponsorship rights for the Indian team for a duration extending up to 2026. Dream11 had bagged the contract for approximately USD 44 million which is almost 358 crore rupees. Even though it had nearly one year remaining in its contract the company did not have any other option but to withdraw. The reason for this sudden withdrawal is the newly enacted Promotion and Regulation of Online Gaming Act 2025 that criminalizes real money gaming services. The act specifically states that no individual or company will be permitted to promote or conduct online money games and they cannot advertise or indirectly promote such games. Due to this, Dream11 also closed down its money gaming services in India and had to cancel the agreement with the cricket board.

The BCCI in its release defined the eligibility criteria for the new tender. Any company willing to purchase the sponsorship rights has to fulfill stringent conditions. The bidder or any of its group entities must not be operating any online money gaming betting or gambling services either in India or elsewhere in the world. They must not be investing or holding any business which is connected with betting or gambling. These restrictions have been imposed to uphold full compliance with Indian laws and also to uphold the clean image of the national cricket team. The board further clarified that companies involved in activities prohibited under the Online Gaming Act are not eligible to be considered for the bidding at all.

Along with gaming and crypto related business several other industries have been excluded from applying as well. The list covers firms that are related to alcohol tobacco pornography or any sector that would be construed as offensive to morals. The board has also excluded some categories of brands in order not to breach its existing sponsorship arrangements. This implies that companies from industries such as sportswear banking insurance non alcoholic drinks home appliances and others cannot bid since the board already has alliances with firms such as Adidas Campa Cola IDFC First Bank and SBI Life. The BCCI has made it clear that firms involved in multiple categories will not be permitted to apply even if one of their business lines is in the prohibited or blocked brand categories.

The board has also adopted a tough attitude towards surrogate branding. Surrogate branding is the act of a company attempting to circumvent restrictions by placing a bid under another brand name logo or identity to represent the original business. The BCCI has clearly indicated that indirect means will not be entertained during this sponsorship process. Through these rules the board wishes to keep things transparent and uphold credibility while introducing the new title sponsor.

From the financial perspective too the conditions are highly stringent. The BCCI has stated that any bidder should have had an average turnover of not less than 300 crore rupees in the previous three years. Alternatively the company should possess a net worth of not less than 300 crore rupees on average for the same duration. These sponsorship rules are meant to ensure that only financially capable and serious players get into the sponsorship race.

The timeline itself has already been communicated. The deadline to buy Invitation to Express Interest is September 12 and bid documents need to be submitted by September 16. The BCCI has also included that it can alter or even stop the entire bidding process at any point of time without assigning any reason. This provision provides flexibility and control to the board in the event of unforeseen problems.

Dream11's exit also brings to the fore the effect of government policies on sponsorship agreements in Indian cricket. Dream11 and My11Circle collectively had previously contributed close to 1000 crore rupees to the BCCI as a sponsorship of the national team as well as the Indian Premier League. This huge monetary contribution was a significant aid in funding cricket activities in the nation. But with the new law prohibiting real money gaming the future of such firms in the Indian sports sponsorship market appears bleak.

Quite surprisingly even though Dream11 parted ways before its contract expired, the firm will not be penalized by the BCCI. It was confirmed by a board official that this is not like the case when sponsors default on payment. As the departure was a result of a new law by the government the board has been understanding and ensured no penalties will be charged. The official further mentioned that the board is aware of the hardship its sponsor is going through and understands that it is more significant to adhere to the law rather than enforcing penalties.

Now everyone is waiting to see which brand will become the new title sponsor of Team India. Sponsorship of Team India has always been a prized opportunity due to the team's huge worldwide fan base. It not only gives a brand visibility on jerseys and kits but also bridges them directly with millions of cricket fans. As cricket is the most popular sport of India the rights for sponsorship are likely to command strong interest from leading firms of various sectors. But the limitations on the sectors imply that the number of potential bidders is lesser than in the past.

The decision of the BCCI to block categories like sportswear banking and insurance is mainly to avoid conflict with its current partners but it also ensures that the board can diversify its sponsorship portfolio. For companies that do qualify this is a golden chance to gain visibility with one of the most popular teams in world cricket. The auctioning process will be expected to witness involvement from popular consumer brands technology companies and even multinational companies that wish to consolidate their presence within the Indian market.

This moment also shows how fast changing rules and regulations can shape the business side of sports. Sponsorships in cricket are not only about financial strength but also about compliance with government laws and alignment with the values of the sport.