BCCI Sets New Base Price for Indian Cricket Team Jersey Sponsorship

The Board of Control for Cricket in India has increased the base price for jersey sponsorship of the Indian cricket team and this has already caused a stir in the world of sports. The new numbers indicate that the board is seeking a higher valuation than what Dream11 had been paying as the departing sponsor. Industry sources have been able to indicate that the new base price is approximately INR 3.5 crore for bilateral games and INR 1.5 crore for multilateral events like ICC and ACC tournaments. That is a clear rise from the previous level of INR 3.17 crore for bilateral games and INR 1.12 crore for multilateral games. The revision states that BCCI is targeting a commercial value of higher level with an increase of more than ten percent for bilateral matches and about three percent for multilateral events.

The price difference between the two versions is reasonable because in bilateral matches the sponsor name is shown on the front of the players' jerseys which ensures top visibility on stadiums TV broadcasts and on digital media. This is the best place for any brand looking to get noticed. But in international events such as ICC and ACC tournaments the sponsor's name is put on the jersey sleeves which does not get nearly the same attention and exposure. Therefore the value of sponsorship in such tournaments is understandably a little less.

The BCCI has stated categorically that it is putting up the sponsorship rights for three years and the duration of these three years is likely to be applicable for about 130 international matches. This also involves two of the biggest events the T20 World Cup in 2026 and the ODI World Cup in 2027. Based on the new base price the board can very comfortably rake in more than INR 400 crore from this sponsorship agreement and based on how the bidding turns out the actual amount can go even higher. The tendering process has been fixed for September 16 and due to the same time frame it is almost impossible to add a new sponsor on board prior to the Asia Cup that starts on September 9. One of the senior BCCI officials already announced that there would be no stopgap sponsorship deal in place.

On September 2 the board officially announced the release of the Invitation for Expression of Interest for lead sponsor rights. In its release the BCCI set down some stringent conditions for the companies which would be eligible. It made it clear that brands from categories like gaming betting crypto and tobacco would not be permitted to take part in the bidding. The board also limited companies engaged in segments such as athleisure and sportswear banking financial services insurance non alcoholic beverages fans mixer grinders and safety locks. This is because most of these segments already have tie ups with BCCI and any overlap would lead to conflict of interest with the current sponsors.

There was a need for a new sponsor after Dream11 decided to part ways with the Indian cricket team. The company had been severely impacted by the government's new Promotion and Regulation of Online Gaming Act 2025 that prohibits real money gaming business in the country. As Dream11's business model relied so heavily on fantasy gaming the regulation rendered it impossible for the brand to go on sponsoring at the same level. This left room for BCCI to seek alternative partnerships and also provided the board with an opportunity to re-evaluate and increase the price of its sponsorship rights.

This move by BCCI shows how cricket sponsorship has become so dominant in India. The Indian cricket team has a huge following all over the world and jersey is among the most coveted brand real estate in sports. Each game commands millions of spectators not just from India but cricket passion nations of the world. Having a brand's name attached to the Indian cricket team affords unprecedented visibility and access to ardent fans. By increasing the base price BCCI has made it clear that it wishes to get maximum value for this property and create new standards in sporting sponsorship.

In the past two decades the role of sponsors has extended way beyond the provision of money. Companies view it as a tool to create an emotional connection with fans and enhance their brand image. When a sponsor name appears on the shirts of the likes of Virat Kohli or Rohit Sharma it immediately gains the entire country's attention. That is why corporate houses are ready to spend generously for this. With approximately 130 games over the next three years including big ICC tournaments the visibility for any sponsor is massive and return on investment should be extremely high.

The new base price announcement has already become a point of discussion in the business and sports community. It is expected that various big players will be interested in the bidding process despite the limitations on some sectors. Global corporations particularly in the technology consumer goods and auto categories might attempt to seize this opportunity as being related to Indian cricket is a golden chance. The income from this transaction will also make BCCI financially more robust and enable it to invest more in the development of cricket at all levels.

The step also shows the way in which Indian sports business is changing dramatically. Sponsorship is not now merely about logos but about building long-term relationships that serve both the sport and the brand. BCCI’s strategy of raising the base price shows confidence in the popularity of cricket and the power of the Indian market. As fans await the announcement of the new sponsor the expectations are high that this deal will not only cross the INR 400 crore mark but could set new records in Indian sports sponsorship history.