BCCI Strict Rules for Cricket Sponsorship and Why They Matter

Cricket in India is not just a sport but an emotion that unites millions of people across the country With every match of the national team fans feel a sense of pride and connection that is unmatched.Due to this enormous reach and impact the Board of Control for Cricket in India or simply the BCCI has very stringent regulations regarding who can and cannot sponsor the Indian cricket team.These sponsorships are not just financial but also involve the values and the image that are connected with the national team.

The BCCI has again thrown open the race for Team India's new lead sponsor following the expiry of its last agreement with Dream11. The online fantasy sports platform had entered a three year pact in July 2023 for 358 crore rupees to take over from Byju's. This association was however shortlived following the passage of the Promotion and Regulation of Online Gaming Bill 2025 in Parliament. This new law transformed the scenario for organizations that participate in online betting and gaming which rendered Dream11 ineligible to remain as sponsor. Now the board is seeking another partner capable of representing Indian cricket without any contradiction with laws or public morals.

The BCCI on Tuesday stated that it is accepting bids from interested organizations for the role of lead sponsor of the national cricket team. It started with an official document known as the Invitation for Expression of Interest or IEOI. This document states all the regulations, conditions and requirements that need to be fulfilled by companies willing to apply. The companies must purchase this document at a non refundable cost of 5 lakh rupees plus GST and the deadline for this is September 12. The deadline to submit the final bid documents is September 16. It has also been made explicitly clear that mere purchase of the IEOI will not entitle one to bid as only those satisfying the stringent eligibility criteria are actually able to bid.

The financial criteria are quite stringent since the board is seeking only robust and dependable companies to apply. For a company to be eligible, it must have had a three-year average turnover of not less than 300 crore rupees or must have a three-year average net worth of not less than 300 crore rupees on audited accounts. This indicates that only major and stable companies will be deemed fit.

In addition to financial capability the BCCI also screens the reputation and background of the bidders under the Fit and Proper Person policy. What this implies is that no company or its owners shall have been convicted of fraud economic crimes or crimes of moral turpitude. They should not have conflict of interest according to BCCI regulations and should not have been classified as wilful defaulters by the Reserve Bank of India. The notion is to ensure that the Indian team's sponsor has a clean reputation and good name which will reflect favourably on the sport.

The other important aspect of the process is the limitation on particular industries and categories. The BCCI has compiled a list of banned brand categories which cannot bid at all under any condition. They are alcohol products betting and gaming services cryptocurrency online money gaming tobacco and any category that can be viewed as being offensive to public morality such as pornography. The board feels that permitting such brands to connect with Indian cricket would send a wrong signal to the fans particularly the youth who regard cricketers as their role models.

The regulations also indicate that surrogate branding will not be tolerated. Surrogate branding is when a business of a prohibited category attempts to sneak in by employing a different brand or name that is not directly associated but still for the same product. It usually happens with categories such as alcohol or tobacco where businesses attempt to sell music CDs bottled water or other non-related products under the same brand name. The BCCI has vehemently cautioned that such efforts will be disqualified.

Apart from banned categories there are also what the board refers to as locked brand categories. These are classes where the BCCI currently has incumbent sponsors and thus new firms from the same industries cannot enter as lead sponsors. Existing sponsors are sportswear and athleisure banking and financial services non alcoholic drinks home appliances such as fans and mixer grinders insurance and other related industries. This is done to avoid any conflict or duplication with the existing deals and the new lead sponsorship.

The BCCI has also endowed itself with the authority to reverse or modify the whole process at any point without assigning a reason. This reflects the seriousness with which the board views its authority over sponsorships and the way it desires to retain flexibility to act in Indian cricket's best interest.

The Indian team jersey and kits' sponsorship is among the highest profiled deals across the globe. When the players hit the field, millions of eyes watch them and the sponsor's logo becomes part of that viewability. This is precisely why firms are ready to spend a lot of money for this association. At the same time the BCCI is cautious because the brand associated with the team also becomes linked to the pride of the nation. This is why only companies with financial strength legal compliance clean reputation and socially acceptable products can hope to win the rights.

To the fans it might seem like a complex procedure but one must remember that the BCCI is not merely safeguarding cricket but also its reputation and the values associated with it. Cricket can have an impact on society as well as culture and hence alcohol gambling or pornography companies are strictly excluded. The Indian cricket team is not just a sporting side it is an emblem of national pride and unity and the sponsorship regulations are there to safeguard that image.

As the deadline draws near one can wonder which of the big brands will come forward to become the next lead sponsor. The winner of the bid will not only be putting money into cricket but also accepting a responsibility to uphold the values of the Indian game. Ultimately this judicious selection by the BCCI means that the game is not only economically sound but also socially and morally well-regarded.